Artificial intelligence's misuse has struck again in the celebrity endorsement world, catching Jennifer Aniston in a misleading deepfake scenario.
A fake video showcasing Jennifer Aniston allegedly promoting health supplements underlines the growing problem of AI-generated content misleading the public, Fox News reported.
The deceptive video, amassing over 700,000 views, featured Aniston purportedly discussing her secrets to maintaining "bikini shape," utilizing collagen supplements. Yet, the doctored footage came from a Hollywood Reporter roundtable where Aniston spoke only about acting roles.
Fitness influencer Ben Carpenter discovered the real source of the video, ultimately revealing that AI technology had manipulated the original discussion. Furthermore, Carpenter stressed that Aniston's body language remained consistent with the theme of acting, not dietary advice or product endorsement.
As a result, Carpenter's analysis clarified that the video was created to mislead viewers by promoting products unrelated to Aniston’s professional discussions.
Fitness influencer Ben Carpenter expressed his concerns about this manipulation:
Once again, this is another warning shot showing us what AI is capable of. It is going to get harder and harder to work out which videos are genuine and which are not.
The incident spotlights recent legislative measures in California, namely AB 1836 and AB 2602, designed to defend actors against the unauthorized use of their digital likenesses. Despite this, the surge in AI-generated fake content continues to challenge enforcement.
Raising concerns, political figures and California Governor Gavin Newsom commented on the transformative impact of AI and digital media in entertainment, asserting that protecting workers remains a primary goal of new legal frameworks.
Television personality Fran Drescher lauded the legislative efforts, recognizing them as pivotal for performers:
It is a momentous day for SAG-AFTRA members and everyone else because the AI protections we fought so hard for last year are now expanded upon by California law thanks to the legislature and Gov. Gavin Newsom.
The accessibility of AI tools exacerbates the problem, as Marva Bailer noted, suggesting a broader societal challenge that goes beyond celebrity protections. The capability to create and spread falsified digital content now lies within easy reach of nearly anyone with internet access.
Moreover, the robust discussion about how platforms should manage and police AI-generated content continues. Rob Rosenberg, an expert on digital content, compared the issue to an unending "game of whack a mole," as new problems continuously emerge once old ones are managed.
Despite recent legislative progress, questions about the enforcement of these laws remain. Additionally, Rosenberg emphasized that enforcing any law determines its effectiveness, which authorities are currently scrutinizing due to the innovative nature of AI scams.
From imposing stronger measures to combat AI-generated misinformation to strengthening the policing of digital content on major platforms, this scenario involving a faked endorsement by Jennifer Aniston spotlights the ongoing battle against online deceit and emphasizes the need for continual vigilance in digital media practice.
