AI expert Marva Bailer has raised concerns about the rising prevalence of celebrity deepfakes, despite recent legislation in California aimed at curbing their use. In a conversation with Fox News, Bailer highlighted how AI tools are making it easier to create convincing deepfakes of celebrities. One recent example involved a video of Jennifer Aniston promoting collagen supplements and discussing her “bikini body” in her 50s. The video, which was later determined to be a deepfake, was taken down from Facebook after fans questioned its authenticity.
Fitness influencer Ben Carpenter examined the video and discovered that the clip used in the deepfake actually came from a Hollywood Reporter roundtable interview featuring Aniston, Nicole Kidman, and Naomi Watts. Carpenter noted that the body language in the deepfake matched the original interview, emphasizing the need for vigilance in distinguishing genuine videos from deepfakes.
While Aniston’s representatives did not immediately respond to requests for comment, Rob Rosenberg, founder of Telluride Legal Strategies, confirmed that the video was indeed a fake. He expressed surprise that it took over 700,000 views before someone flagged it as inauthentic.
The use of AI to create deepfakes is becoming more accessible and affordable, enabling individuals to produce misleading content easily. Celebrities like Tom Hanks, Taylor Swift, and Scarlett Johansson have also faced similar challenges with their likeness being used without permission in AI-generated advertisements.
California has taken steps to address this issue by enacting legislation to protect actors’ likenesses, both living and deceased. Governor Gavin Newsom recently signed two bills supported by the actors’ union, SAG-AFTRA, which restrict the use of AI to create digital replicas of deceased performers without consent and increase consent requirements for living performers.
However, despite these legislative efforts, unauthorized deepfake ads continue to circulate due to the ease of digital dissemination. Bailer emphasized the need for authorities, fans, and PR teams to identify and stop those responsible for creating and spreading deepfakes. She also highlighted the challenge of enforcing legislation in the digital age.
Rosenberg praised California’s proactive approach to AI legislation but acknowledged the delicate balance between protecting consumers and fostering innovation. He emphasized the importance of enforcement and the need for individuals to remain vigilant in identifying and reporting deepfakes.
As AI technology continues to evolve, the prevalence of deepfakes is expected to increase. Bailer stressed the significance of ongoing legislative efforts and the need for public awareness to combat the potential harm caused by misleading AI-generated content.