AI Deepfake Ads Impersonate South Korean Celebrity Lee Ji-hye, Prompting Legal Action

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South Korean broadcaster Lee Ji-hye has been repeatedly targeted by unauthorized AI-generated deepfake advertisements using her likeness and voice to promote products without consent. The deepfakes have misled consumers and violated her rights, prompting Lee to seek legal measures against the perpetrators, who appear to be based outside South Korea.[AI generated]

Why's our monitor labelling this an incident or hazard?

The event involves an AI system (deepfake technology) used to create fraudulent content that impersonates a real person, leading to harm through deception and unauthorized use of likeness and voice. This misuse of AI has directly caused reputational and potential economic harm, fitting the definition of an AI Incident under violations of human rights and other significant harms. Therefore, it is classified as an AI Incident.[AI generated]
AI principles
Respect of human rightsPrivacy & data governance
Industries
Media, social platforms, and marketing
Affected stakeholders
ConsumersOther
Harm types
ReputationalEconomic/PropertyHuman or fundamental rights
Business function:
Marketing and advertisement
AI system task:
Content generation

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