A commercial with your favorite celebrity might not be as it seems, and that’s because artificial intelligence (AI) now has the ability to recreate their likeness, voice, and even personality. With the rise of AI-generated digital humans the advertising sphere is changing quite a bit, and so are the ethical questions behind it. Is it appropriate to substitute real actors with AI? What about consent, ownership, the nature of work, and employment opportunities in the future? Let us analyze this captivating yet perplexing issue.
The Rise Of Digital Humans In Advertising
The development of hyper-realistic models of digital humans have AI technology booming recently, with the ability of these AI-generated models to talk, emote, and interact with the audience in ways never seen before. Businesses like Synthesia, Hour One, and DeepBrain AI are pioneers of this technology as they provide brands with the ability to create digital presenters without the need for a person to fill in the role.
Now, for the advertisers, the benefits are quite obvious. Unlike AI-generated actors, human actors need a persistent form of payment, oftentimes may get worn out, and all of these can be customized to the needs of the company. Need a 25-year-old who will forever look and present themselves as one? Done. Need a flawless multilingual speaker? No problem. The control and cost savings are inarguable.
The Ethical Concerns – Whose Face and Voice Are in the Ownership Of?
The use of AI in advertising presents unique opportunities, but also offers a multitude of ethical challenges. One of the fundamental questions is who holds the ownership of someone’s likeness?
In 2022, a report surfaced that Bruce Willis had purportedly sold the licensing rights of his film face. This meant that AI could use his face for films he would never act in, and make it appear like he was acting. Although this report was later denied, the possibility raised so much debate that it is worth noting. Should actors be allowed to sell their digital selves? And what now that AI technologies are capable of replicating a real face without seeking permission, what happens?
The ability to place one’s face on another body, known as deepfake technology, is a major concern under politics and misinformation campaigns. When blended with advertising, it provides a spectrum of legal and ethical issues regarding consent and fraud.
How Is AI Impacting Jobs? Are Actors Being Replaced?
Another key concern revolves around the effect on a human actor. The show business has been dependent on actors, voice over artists, and models to animate stories and advertisements. If humans can be AI-generated, what will happen to these professionals?
Some defend the new technology claiming that AI won’t replace actors but instead, will create more work opportunities. For example, performers may license their image and receive payment for AI-created performances of them. Others however are concerned that brands will go for cheaper AI models instead of hiring real people which will lead to many losing their source of income.
The Screen Actors Guild (SAG-AFTRA) included AI clauses within their agreement in 2023, signifying growing fears among those in the industry. The question remains – is AI going to be helpful towards an actor’s career or is it going to terminate their existence?
The Viewer View – Novelty Vs. Originality
With the advancement of technology, consumers are also taking sides on the matter. On one side, AI can make a story more captivating and advertisements more entertaining by creating humans. On the other hand, there’s something disturbing about not knowing if the face of a person in an ad is an actual person or a construct.
In today’s world, authenticity is everything, especially with modern marketing techniques. Consumers appreciate a personal touch and connection which AI-generated personas certainly cannot articulate. Brands that utilize AI models without proper disclosure can be in danger of losing brand loyalty to people who feel cheated.
In 2021, a Chinese influencer by the name of “Ayayi” became a phenomenon overnight. She turned out to be a hyper-realistic AI-generated virtual influencer – her ‘image’ was carefully constructed and designed to be as realistic as possible. While followers did appreciate Ayayi’s existence, some were quite disconcerted with the prospect of interacting with a hyper-machine. This shows just how careful brands must be when integrating new technologies, balancing consumer trust versus utilizing new advancements.
Guidelines – How Should Brands Implement AI in Advertising Ethically?
With everything taken into account, brands will need ethical guidelines in order to use AI-created actors. Here are some principles to consider that may better help brands work through this newly evolved landscape.
- Clarity – When employing AI-generated humans in advertising, it is always best to state and make it known that such technology is being used. This provides consumers enough knowledge to make informed personal decisions.
- Ownership and Consent – It is paramount that actors hold control over how their digital physiognomies are utilized and ganeable consent outlining how AI reproductions of themselves if utilized are clearly made.
- Job Maintenance – Businesses should seek new ways of implementing AI without the total removal of human roles such as giving actors the opportunity to license the use of their AI likeness.
- Authenticity – AI can be particularly helpful for certain brand functions, but companies still face the challenge of keeping the human element alive in advertising.
- The Future – Are AI and Real Actors Natural Enemies or Allies?
It is true that there are challenges, but AI and real-life performers need not be adversaries. They can actually each function well in their dedicated roles. For instance, AI can assist actors through automating menial tasks, like dubbing into several languages or creating digital replicas of the performer for action-heavy scenes. If used in an appropriate manner, AI has the potential to enhance several aspects of creativity without eliminating human input.
Bluntly put, we’re in trouble. While these technologies are developing at a rapid pace, laws and ethics are left playing catch up. Advertisers, regulators, and consumers need to ask themselves how their decisions impact the future of AI in advertising. Will AI be given the power to completely replace humans or will there be a middle ground that allows human creativity and technology to co-exist?
Conclusion – There Will Be Other Challenges Ahead
The use of AI-generated humans in advertising is inevitable but their employment will decide whether they’ll be viewed as an ethical liability or a controversial substitute. As we undergo this eol era, it becomes important to exercise guidance in the AI’s stewardship, keeping in mind the need for accountability, equity, and the dignity of human actors.
At Reset Media, we explore new media and technology trends while still placing ethics at the forefront. Would you like to know more about the role of AI in advertising? Join us at Reset Media for a deeper dive into professional evaluations and analyses.