Jamie Lee Curtis Publicly Confronts Mark Zuckerberg Over AI Deepfake Advertisement

Jamie Lee Curtis has taken her battle with Meta CEO Mark Zuckerberg into the public arena, leveraging the power of social media to demand the removal of an AI-generated advertisement that she claims unlawfully exploits her image. In a strongly worded Instagram post on May 12th, Curtis directly addressed Zuckerberg, accusing him of failing to adequately police the content on his platforms and allowing a misleading commercial to circulate using her likeness without her explicit consent or knowledge.

The post, accompanied by a screenshot of her unsuccessful attempt to directly message Zuckerberg on Instagram, highlights Curtis’ frustration with the lack of responsiveness from Meta’s official channels. "Hi. We have never met," she began, clearly establishing the distance and lack of direct communication despite her attempts to resolve the issue privately. "My name is Jamie Lee Curtis and I have gone through every proper channel to ask you and your team to take down this totally AI fake commercial for (something) … that I didn’t authorize, agree to or endorse."

Curtis further emphasizes her commitment to truthfulness and integrity, core tenets of her personal brand. "If I have a brand, besides being an actor and author and advocate, it is that I am known for telling the truth and saying it like it is and for having integrity," she wrote. The AI-generated advertisement, she explained, repurposed images from an interview she conducted with MSNBC’s Stephanie Ruhle following devastating wildfires in the Los Angeles area. The misuse of these images, she argued, directly undermines her ability to speak her truth and authentically represent her values.

The unauthorized use of her likeness, according to Curtis, not only violates her personal rights but also damages her professional reputation and future opportunities. By placing her image in a context she has not approved, the AI-generated ad could mislead her audience and create the false impression that she endorses a product or service she does not support. This, she says, diminishes her influence and voice as an advocate and public figure.

Curtis explicitly stated that she had been advised to directly appeal to Zuckerberg in hopes of expediting the removal of the deceptive advertisement. “I’ve been told that if I ask you directly, maybe you will encourage your team to police it and remove it." She explained her decision to use Instagram as her primary platform for this public appeal, noting that she had long since abandoned Twitter, making Instagram her most effective means of reaching Zuckerberg.

The actress’s efforts were quickly rewarded. Just two hours after her initial post, Curtis returned to Instagram to announce that the AI-generated video had been taken down. "IT WORKED! YAY INTERNET! SHAME HAS ITS VALUE! THANKS ALL WHO CHIMED IN AND HELPED RECTIFY!" she exclaimed, expressing her gratitude to her followers and acknowledging the role of public pressure in achieving the desired outcome.

Curtis’s case is not an isolated incident. Her public outcry joins a growing chorus of voices from the entertainment industry and beyond, as celebrities and public figures grapple with the increasingly sophisticated and pervasive nature of AI-generated content. The technology, while innovative, raises serious concerns about intellectual property rights, privacy, and the potential for misinformation and deception.

Sir David Attenborough, the renowned naturalist and broadcaster, has expressed his deep unease with the use of AI to replicate his voice. Similarly, actor Tom Hanks issued a warning to his fans after discovering that a company was using an AI-generated version of him to promote a dental plan. These instances underscore the vulnerability of individuals to unauthorized exploitation of their likeness and voice in the digital age.

The challenges posed by AI-generated content extend beyond the realm of celebrity endorsements. The technology can be used to create realistic but entirely fabricated videos and images, often referred to as "deepfakes," which can have far-reaching consequences for individuals, organizations, and even political processes. The potential for misuse is significant, ranging from spreading disinformation and manipulating public opinion to defaming individuals and inciting violence.

In May 2024, Scarlett Johansson added her voice to the growing concern, challenging AI giant OpenAI and its CEO Sam Altman. She alleged that OpenAI’s ChatGPT product had copied her voice without her permission, further highlighting the ethical and legal complexities surrounding the use of AI in creative industries.

The legal framework surrounding AI-generated content is still evolving, leaving many questions unanswered about the rights and responsibilities of creators, platforms, and users. While some jurisdictions have begun to address the issue through legislation and regulations, a comprehensive and consistent approach is needed to protect individuals from unauthorized use of their likeness and voice and to ensure that AI technology is used responsibly and ethically.

Jamie Lee Curtis’s public confrontation with Mark Zuckerberg serves as a powerful reminder of the need for greater transparency, accountability, and oversight in the development and deployment of AI technology. It also underscores the importance of public awareness and education in empowering individuals to protect themselves from the potential harms of AI-generated content. As AI technology continues to advance, it is crucial that society engages in a broader dialogue about the ethical implications and legal frameworks necessary to navigate this rapidly changing landscape. The incident with Jamie Lee Curtis demonstrates that celebrities and the public are ready to hold powerful tech companies accountable for the content that is generated and shared on their platforms.