AI-Generated Video of Deceased Tea Expert Used for Commercial Endorsement in China
A Chinese tea company used AI technology to create a video simulating the deceased tea expert Zhang Tianfu endorsing its products. While Zhang Deyou, the deceased's son, reportedly authorized the video, his mother Zhang Xiaohong opposes it and plans legal action, citing violation of the deceased's image rights.
What happened
Fujian Zhang Tianfu Brand Management Co., Ltd. released a video using AI technology to simulate the appearance and voice of Zhang Tianfu, a deceased tea industry expert, to endorse the company's products.
The company's staff confirmed the video was entirely AI-generated. Zhang Deyou, Zhang Tianfu's son, reportedly had authorized the company to create the video, but was subsequently summoned by authorities for questioning.
Reported impact
Zhang Xiaohong, Zhang Tianfu's widow, strongly opposed the video, stating it violated the deceased's image rights without her consent and announced plans to pursue legal remedies.
Associates of Zhang Tianfu criticized the promotion for disrespecting the deceased and called for limits on the commercial use of AI technology to simulate deceased individuals.
Index analysis
Legal experts noted that if family members believe the video infringes on the deceased's portrait and reputation rights, platforms have an obligation to take necessary measures such as deletion and blocking.
The incident raises questions about authorization procedures when family members disagree, the use of AI to recreate deceased individuals for commercial purposes, and the regulatory gaps in managing such applications.
Governance controls
China's Civil Code explicitly protects the personal interests of deceased individuals, including name, image, and reputation, with spouses, children, and close relatives authorized to assert civil liability.
The company's staff member and Zhang Deyou were summoned by relevant authorities to explain the circumstances of the video's creation.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.