Scarlett Johansson has made headlines by being named one of TIME’s “100 Most Influential People in AI.” Scarlett Johansson’s deepfake row with Sam Altman lands her TIME100 AI cover, creating significant media buzz. Appearing alongside notable figures like Nvidia CEO Jensen Huang and Yoshua Bengio, founder of the Quebec AI Institute, Johansson’s inclusion has sparked controversy, especially after xAI founder Elon Musk was left off the list.
The annual TIME list, known for recognizing impactful individuals across various fields, has garnered respect over the years. This year’s AI list features 91 new names, emphasizing diversity among the selections. “Our goal with the TIME100 AI is to create conversations between leaders like Pichai and Whittaker while providing insight to our readers,” the magazine said in a statement.
Johansson’s Dispute with OpenAI
The controversy surrounding Scarlett Johansson’s deepfake row with Sam Altman lands her TIME100 AI cover alongside tech giants. Johansson’s inclusion follows a high-profile dispute with OpenAI over its new voice assistant, launched in May 2024. Johansson expressed outrage, claiming the AI’s voice closely resembled her own, despite her declining an offer from OpenAI CEO Sam Altman to lend her voice to the system.
In a statement, Johansson revealed that Altman had approached her with the idea that her voice could comfort users and bridge the gap between technology and the creative industry. She declined for personal reasons but was later shocked to find the chatbot’s voice resembling hers. OpenAI has since paused the voice feature, though Altman denies any intentional mimicry. “The voice was recorded by a different actress,” Altman said, adding, “We regret not communicating better with Ms. Johansson.”
Growing Concerns Over Deepfakes
Johansson’s experience with OpenAI ties into broader concerns over deepfake technology. In an interview with The New York Times, she described deepfakes as a “dark wormhole” that is difficult to escape from. The technology, according to Johansson, is advancing faster than people can mentally process, posing significant risks.
In 2024, deepfakes became even more controversial due to increased sophistication and misuse. A recent investigation by Channel 4 News revealed that deepfake pornography featuring over 250 British celebrities received over 100 million views in just three months. Johansson’s case adds fuel to the ongoing debate about the ethical implications of AI and deepfake technology.
Copyright Lawsuits and Ethical Concerns
The issue of using copyrighted material in AI training models has been a contentious topic, with many creators filing lawsuits against companies like OpenAI. Celebrities such as Sarah Silverman and George R.R. Martin have accused the company of using their work without permission to train AI models. In Johansson’s case, OpenAI did not use her actual voice but hired a soundalike, which some argue is equally unethical.
This mirrors historical disputes, like the lawsuit filed by singer Tom Waits in 1988 when Frito-Lay used a soundalike in a Doritos commercial. While AI has enabled new technological breakthroughs, it has also raised concerns about intellectual property and creative rights.
Calls for Regulation
Scarlett Johansson’s deepfake row with Sam Altman lands her TIME100 AI cover, amplifying calls for stricter AI regulation. Johansson has voiced support for stricter legislation to protect individuals from unauthorized AI impersonations. The Hollywood actors’ guild SAG-AFTRA is advocating for the No AI Fraud Act, introduced earlier in the year to prevent the use of digital likenesses without consent.
Meanwhile, U.S. lawmakers are taking steps toward AI regulation. Senators Todd Young and Brian Schatz recently introduced the Artificial Intelligence Public Awareness and Education Campaign Act, a bipartisan effort to educate the public on AI risks and benefits. The bill seeks to provide information on legal rights, best practices for detecting deepfakes, and the growing role of AI in everyday life.
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