Movies

Jamie Lee Curtis just wanted an AI ad removed, not to become the ‘poster child of internet fakery’

BBG News

It came as a surprise for Jamie Lee Curtis to find herself leading discussions on artificial intelligence in the movie industry, but it wasn’t something she could avoid.

More recently, the award-winning actor criticized Mark Zuckerberg, CEO of Meta, on social networking sites, alleging that they disregarded her pleas to remove a phony AI-produced ad on Instagram which had been active for several months.

In the advertisement, they utilized clips from an interview Curtis conducted with MSNBC regarding the wildfires in the Los Angeles region last January. However, they altered her voice to create the impression that she was endorsing a dental product, which Curtis herself stated was not true.

Curtis stated to The Times over the phone this morning that he never intended to be known as the symbol for online deception, and he’s well aware he isn’t the only one in this situation.

The ad has since been removed.

The situation involving Curtis is connected to a broader problem that many actors are encountering as advanced AI technology for generating content becomes more prevalent. This technology can manipulate their likenesses and voices without their consent, leading to deceptions that can be quite extreme.

Artificial Intelligence has been used to alter pictures and representations of famous figures like Tom Hanks, Taylor Swift, and Scarlett Johansson, presenting them as endorsers for various products or viewpoints that these celebrities have not explicitly supported in reality.

Modern artificial intelligence allows for the creation of deceptive video content with astonishing ease and rapid dissemination across digital platforms, outpacing the ability of these platforms to remove them. There have been calls for social media companies to increase efforts in combating false information on their networks.

“We are standing at the turning point, and I think we need to take some action,” Curtis said.

Hollywood Inc.

As a passionate movie-goer, I’ve been left scratching my head lately by the alarming wave of deepfake videos circulating online featuring U.S. Presidential hopefuls, Donald Trump and Kamala Harris. It’s left me pondering whether these deceitful depictions could potentially sway the election’s outcome.

Approximately six weeks ago, Curtis was first made aware of the fraudulent AI advertisement when a friend inquired about it. Later on, the actor of “Everything Everywhere All At Once” and “Halloween” brought this to the attention of her representatives – agents, lawyers, and publicists. They advised her to send a cease-and-desist notice to Meta, the company that owns Facebook and Instagram.

Nothing happened.

Curtis remarked, “It’s similar to a vacant space. There aren’t any people around. If you send an email, you never receive a response.

Two weeks on, another friend brought to attention a false AI video again. Upon contacting their team, she was informed that they had followed the necessary procedures and had done all they possibly could, she replied.

Curtis stated, “I followed the official procedures. This situation needs a system in place. I realize that some people might abuse this, but when there’s no means to resolve issues, it seems like chaos rules, because if there’s no way to correct things, then what options are left?

Curtis was worried about malicious methods people might employ to manipulate the voices and depictions of others, such as Pope Leo XIV, who has highlighted AI as a significant issue for mankind. Imagine a scenario where someone could employ AI to falsely attribute beliefs to the pope that he in fact does not endorse.

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Governor Gavin Newsom, on the 3rd day of the week, approved legislations aimed at enhancing privacy for actors within artificial intelligence systems and tackling the issue of misleading AI-created content in political advertisements.

Due to the risky nature of that situation, she chose to express her criticism on Instagram, tagging Zuckerberg, as a way to reach him since she couldn’t send him a direct message.

In a recent post, Jamie Lee Curtis asked politely but firmly for the removal of an artificial intelligence-generated commercial that falsely featured her endorsement. She expressed her concern in her message, stating that she’d requested through proper channels for the ad to be taken down due to its deception. Furthermore, she hinted that if her request was directly addressed, the team might consider removing it from circulation.

The post generated more than 55,000 likes.

Curtis stated in an interview, ‘I’ve spent my entire career doing advertisements, and creating a phony ad with me would damage my reputation.’ In essence, he added, ‘If my image is about authenticity, using it dishonestly for future ill-intended purposes undermines that authenticity.’

Following her post, a neighbor forwarded to her an email from someone at Meta who could assist her. Curtis then emailed this individual (whom she opted not to identify), cc’ing his team and including the relevant Instagram posts. Shortly after sending this email, the deceptive AI ad was removed, as confirmed by Curtis.

Curtis posted on Instagram in capital letters on Monday, ‘It worked!’ He expressed his gratitude to everyone who joined the conversation and helped fix the issue, saying, ‘Hurray for the internet! It’s good that shame has its uses!’

Entertainment & Arts

Scarlett Johansson publicly voices her opposition towards artificial intelligence, following an incident where a person claiming to be an expert in ‘generative AI’ used her image, along with others’, to create a viral social media post criticizing Kanye West, without her consent.

Meta on Monday confirmed the fake ad was taken down.

In an email, Meta spokesperson Andy Stone stated, “They disregard our rules against deceitful activities like fraud, misleading schemes, and underhanded tactics.

With technology growing increasingly accessible, tech firms are actively working on distinguishing AI-created content and removing any content that breaches their established standards.

Organizations similar to the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) are also pushing for legislation concerning AI, particularly deep fakes. In the year 2023, both writers’ and actors’ strikes centered on calls for enhanced safeguards against job displacement due to AI, as one of their key concerns.

Curtis expressed her desire for the deceptive AI advertisement to be removed promptly. She also advocated for tech companies, not just Meta, to establish safety measures and provide direct access to users for moderating “the unruly frontier we call the internet,” in a simpler and more conversational manner.

Curtis stated, ‘I received attention, but remember, I’m also recognized publicly.’ So, how can someone who isn’t a public figure find fulfillment? I aim to represent all. I don’t want it to be exclusive to celebrities. I used this as an instance to express that this is unjust.

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2025-05-13 21:01

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