In recent years, AI has permeated various aspects of life, from voice assistants to autonomous driving technology. However, the widespread application of AI technology has also brought some potential risks, among which deepfake technology has attracted social attention.
Deepfake technology uses algorithms to generate highly realistic fake content by learning from a large amount of real data, producing videos or images that closely resemble people or scenes. Although this technology showcases the power of AI, it has also led to fraudulent activities. For instance, there was a recent incident where a live-streaming event used a deepfake of Dr. Zhang Wenhong's likeness and voice to sell products. In the fake video, the synthesized image claimed a certain product, resulting in over 1,200 items sold. This incident has sparked strong dissatisfaction from Dr. Zhang and the public.
Image Source Note: The image was generated by AI, authorized by service provider Midjourney.
According to Tang Jiansheng, Deputy Secretary-General of the Shanghai Consumer Rights Protection Committee, such actions of impersonating celebrities using AI technology constitute a serious infringement on consumer rights. Similar cases include someone using Lei Jun's likeness to create a parody video during the National Day holiday and using Andy Lau's voice to attract traffic. Relevant companies and celebrities have urged the public to remain vigilant.
Experts point out that current AI technology can easily clone others' faces and voices, producing content with a high degree of realism. However, this technology is not without flaws. By carefully observing the integration of the face with the background or the matching of the voice with the lip movements, anomalies can still be detected. Moreover, real-time live streaming is currently difficult to achieve with this technology.
Legal professionals have stated that unauthorized use of another person's likeness or voice is suspected of being illegal. Zhu Wei, an associate professor at China University of Political Science and Law, emphasized that according to the Civil Code, such actions violate personality rights; according to the Cybersecurity Law, the related content constitutes illegal information, and the publisher may even face criminal liability.
For consumers, if they purchase products due to AI impersonating a celebrity, they can demand "triple compensation" from the merchant based on the Consumer Rights Protection Law, with a minimum compensation amount of 500 yuan. At the same time, short video platforms should also take on regulatory responsibilities, strengthening the review and punishment of related content to prevent the widespread dissemination of illegal information.
The rise of deepfake technology serves as a reminder for the public to enjoy the conveniences of AI while remaining vigilant about its potential risks.
