A number of celebrities have engaged in “deep faking” technology, the latest of which is the Singaporean artist and model Jimmy Yoo, who agreed to use her image and allowed it to be used in artwork.
“It’s like what happened with Salma Hayek in an episode of Black Mirror,” Yu told the BBC.
The episode tells the story of an artist who allows a production company to make a fictional character identical to her in appearance. The production company controls everything the character says and does, and the consequences of this are not benign, but Yu does not see a problem with the use of technology.
And Yu is not the only one, as an increasing number of celebrities are adopting the new technology to make advertisements using artificial intelligence.
Yu granted the financial technology company “Hugosev” permission to use her image and digitally manipulate it for advertising purposes, after the artist spends two hours in a studio in front of a green screen to capture the details of her face and imitate her movements, and two hours in a studio dedicated to recording her voice.
“I understand the anxiety some people have, but this technology is here to stay,” she told the BBC.
On the other hand, the player, Lionel Messi, allowed Pepsi to use a fake copy of him to make an advertisement for the famous potato chip company, Lays.
The technology allows making several copies of the ad in different languages with Messi’s voice.
In addition to them, the former soccer star, David Beckham, and the American artist, Bruce Willis, allowed the use of deep falsification techniques for their personalities.
And the BBC quoted marketing expert Kirk Plunger as saying that deep falsification will become normal in the advertising industry in the coming years.
The artists who agree that they do not make a great effort, for a good amount of money, and the production companies believe that the matter requires a simple budget and fewer hours of filming and work, and therefore the benefit is mutual.
