Brand uses AI deepfake of woman's likeness for product promotion
A TikTok user discovered that a brand had used AI to create a deepfake of her face in her original video to promote their product. After notifying the brand, the video was removed within 30 minutes, but the incident raised concerns about the ease of deepfake misuse and its implications for online safety.
What happened
A TikTok user, Sam, discovered that a brand had taken one of her original videos, used AI to create a deepfake by manipulating her face, and re-uploaded it to promote their product.
After Sam brought the issue to the brand's attention, the deepfake video was removed within 30 minutes.
Reported impact
Sam expressed concern about the implications for online safety and the potential misuse of AI deepfakes, particularly regarding videos of children.
She noted the experience as 'very scary' and 'not normal,' highlighting the ease with which her likeness could be manipulated without her consent.
Index analysis
The incident illustrates the growing capability and use of deepfake technology to manipulate existing video content for commercial purposes without the subject's consent.
The case demonstrates a broader trend of deepfake misuse, with another woman having reported a similar incident where a brand used her likeness to promote erectile dysfunction pills.
Governance controls
No federal laws currently exist specifically regulating deepfake creation and use, though the quick removal of the content upon notification suggests the brand had some mechanism to respond to concerns.
Stanford University recommends reporting deepfake videos through available sources, but the lack of comprehensive legal frameworks leaves individuals to rely on platforms and brands to take voluntary action.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.