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There’s a Russian cell phone commercial featuring Bruce Willis next to Fedha, a presenter with the Kuwait News and Kuwait Times. And like Bruce Willis in that cell phone commercial, Fedha isn’t real. Both figures were created through artificial intelligence, and proponents of the technology say it can help actors be in multiple places at once or cut down on labor costs for media companies and studios. For workers and artists, however, that isn’t something to celebrate.
“We are more than ever before being confronted with the reality of having to think about what protections need to be created, either through legislation or by court-made law, to allow people to feel safe in putting their image out there on these platforms, knowing that it’s possible that they could then by grabbed and used by others,” said Allen Secretov, an entertainment attorney. AI, with its ability to recreate voices based on …