The use of AI-generated imagery in advertisements has prompted worries among models as their likenesses are being digitally manipulated and used without consent. Legal and ethical questions arise as the modelling industry navigates the implications of AI technology on image rights and industry opportunities.
Several models are discovering their likenesses being used without permission for advertisements through AI-generated imagery, causing significant concern within the modeling industry. Nassia Matsa, a model, narrates her experience of seeing an insurance company advert featuring a model who closely resembled her, despite never having worked for them. Further investigations revealed that her and her friends’ faces were manipulated and used digitally, raising questions about consent and ownership over one’s appearance.
Sara Ziff from The Model Alliance and Elizabeth Peyton-Jones from Model’s Trust have echoed these concerns, noting that models are worried about losing control over their image rights due to the rise of AI technology. AI-driven companies like Deep Agency and LaLaLand.ai utilize uploaded photos to create digital twins or AI-generated models, a practice that poses significant ethical and legal challenges.
Although some jurisdictions recognize publicity or image rights, protecting someone’s likeness, the UK lacks standalone ‘image’ or ‘personality’ rights, leaving affected individuals with limited options. Legal experts suggest that copyright owners may need to act to prevent unauthorized use, but the burgeoning AI technology continues to outpace current legal frameworks.
The implications of AI-generated models, including the potential replacement of human models and the resultant loss of industry opportunities for models, especially people of color, remain a contentious issue. However, some industry insiders believe that AI can serve as an advancing art form rather than a complete replacement for real-life models.
