Companies Are Deepfaking Celebs Into Ads Without Their Permission

that agencies are injecting simulacra of A-listers including Tom Cruise, Leonardo DiCaprio, and Elon Musk into ads. The most worrying part, according to theSure, in most cases the uses of the deepfakes are clearly meant to befake enough to be funny, but the implications of the technology's use to impersonate celebs, authorized or not, is no laughing matter.

"We're having a hard enough time with fake information," Ari Lightman, a professor of digital media and marketing at Carnegie Mellon University, told theAnd US law hasn't really caught up either, especially in regards to using deepfakes in commercials. While some of the companies reportedly consulted with lawyers and/or included disclaimers, it doesn't change the fact that they're taking advantage of an extremely gray legal area.

"A lot of these companies purposefully get as close to the line as possible in order to almost troll the celebrities they're targeting," explained Aaron Moss, chair of the litigation department at the law firm Greenberg Glusker, to theEven if a celebrity wanted to go after these companies, the ubiquity and ease of using deepfakes could make it impossible to target them all.

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