Scarlett Johansson Raises Alarm on AI Misuse and Its Implications

Scarlett Johansson has emerged as a significant voice in the ongoing debate about artificial intelligence, sparked by the unauthorized use of her likeness and voice in a recent AI project.

In 2022, Johansson revealed she was approached by OpenAI’s CEO, Sam Altman, to lend her voice to a chatbot. She declined the offer, but soon after, fans noticed that the chatbot feature, named “Sky,” bore an uncanny resemblance to her voice.

Johansson shared her concerns in a recent interview with InStyle, saying, “Particularly with the AI piece, it was as if to say: If that can happen to me, how are we going to protect ourselves from this? There’s no boundary here; we’re setting ourselves up to be taken advantage of.” Her remarks underscore the unease many feel as technology evolves rapidly.

After the demo of Sky was released, Johansson issued a statement to NPR expressing her disbelief and anger over the incident. “When I heard the released demo, I was shocked, angered and in disbelief that Mr. Altman would pursue a voice that sounded so eerily similar to mine that my closest friends and news outlets could not tell the difference,” she said. Johansson referred to Altman’s seemingly intentional insinuation about the likeness in a tweet that read simply ‘her,’ a nod to her role as Samantha in the film where she voiced an AI companion.

Johansson’s legal team responded proactively by sending OpenAI letters requesting clarification on how the AI assistant’s voice came about. Following this, OpenAI agreed to discontinue the use of the Sky voice.

In a statement regarding the controversy, Altman clarified, “The voice of Sky is not Scarlett Johansson’s, and it was never intended to resemble hers. We cast the voice actor behind Sky’s voice before any outreach to Ms. Johansson. Out of respect for Ms. Johansson, we have paused using Sky’s voice in our products. We are sorry to Ms. Johansson that we didn’t communicate better.” This admission hints at the complexities of AI development and ethical considerations surrounding the use of celebrity likenesses.

Johansson’s Ongoing Advocacy

Although Johansson refers to herself as a reluctant advocate in the AI discourse, she remains staunchly committed to addressing these critical issues. “I don’t need to be beating the drum the whole time. That’s not my place. But I’m not afraid of being invalidated,” she stated, highlighting the importance of her voice in a rapidly changing landscape.

Throughout her extensive career, which began in childhood, Johansson emphasized her newfound ability to advocate for herself with confidence. “I have built something that… that I have a place here. And because of that, I’ve been able to stand up for myself and not feel like I would disappear. I can shoulder it,” she remarked, showcasing her growth as an individual in the industry.

Legal Action in the Age of AI

In 2023, Johansson took a significant step by initiating legal action against an AI image-generating application called Lisa AI: 90s Yearbook & Avatar for unauthorized use of her likeness and voice in a promotional ad. Her attorney underscored the seriousness of these matters, stating, “We do not take these things lightly. Per our usual course of action in these circumstances, we will deal with it with all legal remedies that we will have.”

Johansson is not alone in her concerns. Fellow actor Steve Harvey has also taken steps to protect his likeness from misuse in the AI realm. By partnering with a company named Vermillio, an AI licensing and protection platform, he aims to safeguard his brand and ensure fans do not fall victim to scams. “In today’s digital age, keeping up with the scammers using my likeness across all of the platforms is an impossible task,” Harvey noted, emphasizing the necessity of proactive measures.

Dan Neely, the Co-Founder & CEO of Vermillio, praised Harvey’s decision, saying, “Steve Harvey’s partnership with Vermillio reflects a powerful vision for the future of talent and AI. With TraceID, Steve is not only protecting his own legacy but also the wellbeing of his many fans. He’s leading the way in showing how the most beloved public figures can responsibly engage with AI.” This collaboration highlights the vital intersection of celebrity rights and technological advancements.

The Challenge of Unauthorized AI Content

As AI technology evolves, the line between authorized and unauthorized content becomes increasingly blurred. Celine Dion is another prominent figure who recently addressed similar concerns. In a social media post, Dion and her team announced that unauthorized AI-generated music claiming to feature her voice had begun circulating online. They alerted fans, advising them that such recordings are fake and not part of her official discography.

As celebrities like Johansson and Dion navigate the complexities of AI-created content, they urge awareness among fans regarding potential fraud and misrepresentation. The rise of these technologies has made it imperative for public figures to assert control over their likeness and ensure that their authenticity remains intact.

Navigating the Future of AI

The rapid advancement of AI technology continues to raise vital questions about consent, privacy, and ethical implications. As situations like Johansson’s and Harvey’s unfold, they serve as cautionary tales for artists and entertainers navigating a new digital landscape. With the proper measures and dialogues in place, it is possible to protect artistic integrity while embracing the benefits of technological innovations.

The conversation surrounding AI and its implications for the entertainment industry is just beginning. As celebrities increasingly assert their rights and caution against misuse, a broader awareness will undoubtedly develop regarding the necessity of ethical standards in the application of artificial intelligence.

Johansson’s willingness to confront issues surrounding artificial intelligence exemplifies the responsibility that comes with fame. Her journey reflects a growing recognition that the future of entertainment must prioritize respect and authenticity in the era of AI.