Scarlett Johansson Speaks Out Against Unauthorized AI Use

Scarlett Johansson, a prominent figure in Hollywood, has once again taken a stand against the unauthorized use of AI-generated content. This time, she called out the use of her likeness in an AI-generated video addressing Kanye West’s latest hate speech.

Johansson’s stance underscores a broader concern: the unchecked use of AI technology that is rapidly reshaping our reality with little to no guardrails. As the CEO of Vermillio, an AI company specializing in identifying and eliminating unauthorized content, Dan Neely emphasizes the urgency of establishing national AI policies and industrywide standards. Leading talent like Johansson have critical leverage to counterbalance the influence of the biggest tech platforms.

Social media platforms, driven by profit, prioritize engagement over veracity. This means that AI-generated content, whether it’s deepfake videos, fabricated audio, or AI-written misinformation, can spread rapidly. The recent video featuring Johansson was shared across platforms like Facebook, TikTok, YouTube, and Instagram, highlighting the lack of mechanisms to stop its spread. While these platforms theoretically have the ability to act, history shows they won’t unless compelled to do so.

From IP rights to fair compensation, the entertainment industry has long fought to protect talent from exploitation by tech platforms. In the new era of AI, these battles take on an entirely new urgency. Unauthorized AI-generated content isn’t just an inconvenience—it’s an existential threat to personal identity, professional livelihoods, and even democratic institutions. As Neely points out, “Unchecked AI technology can fabricate and spread convincing falsehoods at scale.”

Consider the implications for a celebrity like Johansson. What if she wanted to license her voice for an educational tool for children or for a cause of her choice? Or a podcaster who wants to license their AI-generated likeness to create promotional material for lucrative compensation? These are positive applications of AI that could empower talent, rather than exploit them. But this only works if real technology guardrails, industrywide standards, and the proper legislation are all in place.

Neely argues, “The leverage of leading talent, like Johansson, is critical. Regulation cannot be left to the discretion of tech CEOs, whose incentives are not always aligned with Hollywood or the general public’s.” Hollywood, Washington, and the tech industry are all circling AI. Hollywood’s leading voices need to fight for a spot at the table when it comes to passing legislation that regulates the spread of AI-generated content. All parties need to come together to establish clear and enforceable guardrails.

This includes legislation ensuring consent in AI-generated likeness and voice replication, meaningful data protections, and regulated platform accountability for the spread of unauthorized content. The recent decision in the Thomson Reuters case shows that courts are beginning to take AI-related copyright issues seriously. Talent must leverage this momentum to ensure their voices are heard and shaping these decisions. If talent doesn’t step up, tech platforms will dominate the conversation, and history has shown that when that happens, creators and the public more broadly get left with the smallest piece of the pie.

Johansson’s voice carries weight, but she shouldn’t have to fight this battle alone. More people—especially the most recognizable faces who are driving so much of the most viral content—need to speak up. The technology exists to monitor and enforce regulations on the biggest platforms, so let’s require the platforms to use them. The time to act is now—before tech platforms drown out the voices of talent and we collectively lose our ability to distinguish fact from fiction.

In a recent interview, Johansson emphasized, “It’s not only about the message itself or the misuse of my own image but an unchecked technology rapidly reshaping our reality, with little to no guardrails in place.” This sentiment resonates with the broader public, who are increasingly concerned about the ethical implications of AI. As AI continues to evolve, it is crucial to establish frameworks that protect individuals and ensure that technology serves the public good.

One practical application of AI that could benefit from proper regulation is in the field of education. Imagine an AI-powered educational tool that uses celebrity voices and likenesses to teach children about history, science, or literature. With proper consent and compensation, this could be a powerful educational resource. However, without regulation, such tools could easily be misused, leading to misinformation and exploitation.

Another area where AI regulation is crucial is in the realm of political campaigns. As the 2024 elections approach, the risk of AI-generated deepfakes and misinformation spreading rapidly through social media platforms is a growing concern. Ensuring that platforms are held accountable for the spread of unauthorized content is essential to maintaining the integrity of our democratic processes.

In conclusion, the fight against unauthorized AI use is not just about protecting celebrities; it’s about safeguarding the integrity of our information ecosystem. As Johansson and other leading voices continue to advocate for better AI regulation, it is imperative that policymakers, tech companies, and the public come together to establish clear guidelines and enforceable standards. The future of AI depends on our ability to harness its potential while mitigating its risks.

As Neely aptly puts it, “We can’t expect them to police themselves.” The time to act is now, before it’s too late.