Actress Scarlett Johansson becomes a victim of artificial intelligence (AI)

As a result of the illegitimate use of her name, image and voice by a generative AI application to create an advertisement, Scarlett Johansson has taken legal action against the company behind the application, Convert Software.

In particular, the application used to create the ad is Lisa AI: 90's Yearbook & Avatar. With this application, an advertisement lasting twenty-two seconds was created for which the voice and real images of the actress were used. This announcement was published on the social network X, formerly known as Twitter.

Upon discovering the illegitimate use of her name and image, Scarlett Johansson took legal action to stop the publication of the advertisement, which has already been removed from the social networks on which it had been published.

However, this is not an isolated case. There are several famous people who have been affected by this type of unauthorized use of their image. Thus, Tom Hanks had to warn his fans through social networks about the inauthenticity of a dental plan that had used an AI-generated image of him for his promotional video.

As it continues its unstoppable development, generative AI is receiving criticism from multiple fronts for its indiscriminate and permissionless use of images, videos, audios and data subject to rights. It is increasingly important to establish a legislative framework that lays the basis for the legitimate uses for training this technology and to educate users and companies about the responsibilities that may arise from its misuse.