The spread of AI deepfakes using celebrities' likenesses to promote various products and scams is raising concerns about the ethical and legal implications of AI in the media and entertainment industry. Celebrities like Tom Hanks, Gayle King, and MrBeast have recently warned their followers about unauthorized AI-generated videos featuring their likenesses. These deepfakes often manipulate existing footage to match AI-generated voice clones. The rise of convincing deepfakes could undermine trust and the reliability of communication technologies, making it essential for companies, regulators, and social media platforms to address this issue. Approaches such as watermarking and increased moderation efforts are being considered. However, the effectiveness of these measures remains uncertain.
