In a world increasingly dominated by technology, our digital identities have become a core part of our lives. With the rise of artificial intelligence (AI) and deepfake technologies, a pressing question emerges: Who truly owns the rights to our digital likeness? The renowned Netflix series “Black Mirror” delves deep into this conundrum in its season six premiere.
“Black Mirror” is a bit out there. Entertaining, yes! But the show does raise some profound questions.
A Black Mirror Reality
Set in a dystopian future, “Black Mirror” gives us a haunting portrayal of a woman named Joan. She’s an average person, unaware of her life being showcased on a fictitious platform named Streamberry. Surprisingly, her on-screen avatar mirrors the celebrity Salma Hayek, recreating Joan’s very existence.
Joan’s discovery that her private life has been manipulated and showcased to the public leads to a broader revelation. Not only did she inadvertently grant the platform access to her data, but the entire show’s cast, including the pseudo-Salma Hayek, was generated through computer imagery. Famous actress Annie Murphy’s digital avatar portrayed Joan, seamlessly blending reality and AI simulation.
Hollywood’s Battle with Digital Doubles
But this isn’t just a fictional conundrum. The real-world entertainment industry faces dilemmas about the ethical use of AI-generated replicas. Recently, actors and screenwriters went on strike, seeking clear guidelines on AI’s role in their profession. The Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) expressed concerns about AI leaving actors vulnerable to replacement by digital replicas, something that I think is likely. Whether the “actor” is a replica of someone existing or a complete AI creation, the digitization of a person that becomes the actor in a series will change the dynamics of the movie industry – like it or not.
However, the double-edged sword of technology offers opportunities and challenges. While some celebrities are exploring collaborations with AI firms to monetize their digital doubles, there’s an inherent risk. A celebrity’s brand, carefully cultivated over the years, could be compromised by unchecked use of their AI avatar. Likewise, suppose a brand actor does not take control of their digital likeness. In that case, we’ll find that someone else will leave myriad legal questions.
Everyday Implications
It isn’t just celebrities at risk. The modern individual may soon grapple with the reality of their digital doubles. Companies like New Zealand’s Soul Machines are spearheading the creation of “digital humans.” Soul Machines offers products like the Digital DNA Studio, enabling anyone to craft an AI-powered digital persona in minutes.
In a revealing podcast, Greg Cross, Soul Machines’ CEO, highlighted the intricate process of creating digital avatars, emphasizing AI’s critical role. While the company’s primary focus remains customer service applications, its technology has brought digital renditions of celebrities like NBA’s Carmelo Anthony and K-pop sensation Mark Tuan to life.
And as I pen this, I am speaking at a Funeral Convention. One of the issues is people – before death – creating their digital image combined with content they created to “speak” from the dead.
Legacy in the Digital Age
Hyperreal’s founder, Remington Scott, provides a profound perspective on this digital evolution. He believes that even if he is not physically present for future generations, his digital self will. The notion that our descendants could interact with our digital echoes poses intriguing possibilities for the future of human legacy.
A friend and Hall of Fame Speaker and I talked about his efforts to digitize himself and his content so that his work will live beyond his physical life and provide an income stream for his family. Early adopters will win in this battle for content and ownership of their digital brands.
In conclusion, as AI and deepfake technologies advance, the intersection of our real and digital identities becomes more complex. Balancing the potential advantages with the ethical implications is imperative. As technology races ahead, society must contemplate the true cost of our digital doppelgängers.
As an AI speaker, author and consultant, if you’d like to share your comments on AI and who owns your digital assets feel free to comment. Likewise, share with me what you’re doing to protect those assets with the proliferation of AI.
