Tech / Technology

Scarlett Johansson is going after an AI app that used her likeness without permission

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Scarlett Johansson is pursuing legal action against an AI app that used AI-generated fakes of her image and voice for an advertisement.
A close-up profile shot of Scarlett Johansson posing on the red carpet

Actor Scarlett Johansson is taking legal action against an app that used AI to recreate her voice and likeness without her permission.

Lisa AI: 90s Yearbook & Avatar is an app that uses artificial intelligence to generate custom avatars, artwork, and those ‘90s yearbook photos that you’ve likely seen all over TikTok. According to Variety, Johansson is taking legal action against Lisa AI for using her image and voice to advertise the app. Johansson’s representatives confirmed to the outlet that she is not a spokesperson.

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Using AI to recreate the voice and likeness of celebrities is becoming more common. The widespread access of sophisticated AI tools have made it relatively easy to create an audio deepfake from preexisting voice samples, or generate images of famous people. Last year, a song circulating on social media and streaming platforms used AI-generated audio that sounded like Drake and The Weeknd. More recently, an ad featuring an AI-generated version of Tom Hanks hawking a dental plan made the rounds on Instagram. The threat of using AI to clone someone’s likeness has become so real that lawmakers have introduced a bill that would prevent the unauthorized distribution of AI replicas called the No Fakes Act.

Lisa AI’s advertisement featuring Scarlett Johansson has been removed from X/Twitter, where it was originally posted, but Variety viewed it before it was taken down. The video features an old clip of Johansson promoting her film Black Widow. Variety reports, “Johansson says, ‘What’s up guys? It’s Scarlett and I want you to come with me…’ before a graphic covers her mouth and the screen transitions into AI-generated photos that resemble the actor.” According to the description, a fake voice that sounds like Johansson says, “It’s not limited to avatars only. You can also create images with texts and even your AI videos. I think you shouldn’t miss it.” Fine print below the ad reads, “Images produced by Lisa AI. It has nothing to do with this person.”

Johansson’s attorney Kevin Yorn says they are pursuing all legal remedies they have. “We do not take these things lightly,” said Yorn.