Was an AI version of Tom Hanks used in a dental plan ad? The controversy, explained

Hanks took to Instagram in early October to warn his fans away from the ment using the actor’s recognizable face to peddle products. While Hanks was disinclined to name and shame the company for stealing his likeness, he did post the following warning, “BEWARE!! There’s a video out there promoting some dental plan with an AI version of me. I have nothing to do with it.”

Companies Attack on Titan vibes.

As AI becomes more prevalent, its potential to undermine the work of creatives like actors and writers has many concerned. Despite claims that artificial intelligence would be streamlined for use in blue-collar jobs like retail, manufacturing, and service industry positions, as the technology has developed it’s veered toward the arts and entertainment sectors. AI requires information to advance, and that is actively sourced from human contributors in those fields.

The summer of 2023 has already seen several conflicts arise between studios and their creative workforces. Both the SAG-AFTRA unions are pushing for AI guidelines in writing, and when using an actor’s likeness, among other things. Union negotiators revealed that studios have offered to pay just $200 for the right to an extra’s likeness, which could then be stored and used indefinitely. Writers face uncertainty in the face of AI, and fears that studios will supplement the workforce with AI rather than human labor were addressed when the WGA strike came to an end on Sept. 27. The agreement forbids studios from using AI-written content for productions.

SAG-AFTRA is continuing its strike, pushing for a resolution over the potential use of likeness without compensation, as well as an increase in pay. Concerns are rising over the ability of AI to generate unapproved likenesses of actors, a problem that has affected even big-name stars like Henry Cavill, and now, it seems, Tom Hanks.