![]() "AI enables incredible creative opportunities, but can potentially confuse or mislead viewers if they're not aware content was generated or edited with AI," the company wrote. Last month, the company released a new tool to help creators label AI content and said it would start testing ways to label AI-generated content automatically. TikTok is aware that AI-generated content has become pervasive on its platform, as deepfake versions of Tom Cruise, President Biden, and former President Trump have gone viral, and AI-generated songs tied to artists like Drake have become commonplace. "If someone releases an AI-generated advert without disclosure, even if it's perfectly benign, I still think that should be labeled and should be positioned to an audience in the way that they can understand," Ajder said. Not all AI-generated ad content featuring celebrities is inherently bad, as a recent campaign coordinated between Lionel Messi and Lay's demonstrates. "It really is a quite profound moment and this really is the tip of the iceberg." "Realism, efficiency, and accessibility or democratization means that now this is essentially in the hands of everyday people," Henry Ajder, an academic researcher and expert in generative AI and deepfakes, told Insider. The problem is likely to get worse as AI technology improves and becomes more widely available. Elon Musk and Leo DiCaprio have run into similar challenges. Two days ago, Tom Hanks posted a warning to fans about a promotional video hawking a dental plan that featured an unapproved AI version of himself. Unauthorized AI-generated content featuring celebrities has become increasingly common in the world of platform advertising. ![]() EdrawMax for PC comes to helps users work fast in the easiest way and get help from the examples. Download Edraw Max 32-bit / 64-bit offline. "Advertisers are responsible for ensuring that any synthetic media which contains a public figure has consent from the public figure to be used in an ad in this way," the company wrote.Ī representative for MrBeast declined to comment. Download Edraw Max 32-bit / 64-bit offline installer for Windows 11, 10, 8, and 7. On its ads policy page, TikTok said it prohibits "synthetic media that contains the likeness (visual or audio) of a real person." The company also blocks ads that include trademark infringements and other misuse of intellectual property. ![]() When asked for comment, a TikTok spokesperson said the company removed the ad within a few hours of its posting and took down the account associated with it for policy violations. "Lots of people are getting this deepfake scam ad of me… are social media platforms ready to handle the rise of AI deepfakes? This is a serious problem," he wrote. MrBeast, whose real name is Jimmy Donaldson, confirmed that the ad wasn't genuine in a social-media post. "Wow! TikTok you're so good at moderating ads," another added. "Only boomers would fall for this shit," one user commented on the ad. This story is available exclusively to InsiderĪnd start reading now. Account icon An icon in the shape of a person's head and shoulders.
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