Jamie Lee Curtis didn’t count on to be on the forefront of the factitious intelligence debate in Hollywood. However she didn’t have a alternative.

The Oscar-winning actor not too long ago known as out Meta Chief Govt Mark Zuckerberg on social media, saying the corporate ignored her requests to take down a faux AI-generated commercial on Instagram that had been on the platform for months.

The advert, which used footage from an interview Curtis gave to MSNBC about January’s Los Angeles space wildfires, manipulated her voice to make it seem that she was endorsing a dental product, Curtis mentioned.

“I was not looking to become the poster child of internet fakery, and I’m certainly not the first,” Curtis informed The Occasions by telephone Tuesday morning.

The advert has since been eliminated.

What occurred to Curtis is an element of a bigger problem actors are coping with amid the rise of generative AI expertise, which has allowed their photos and voices to be altered in methods they haven’t licensed. These adjustments could be wildly deceptive.

Photographs and likenesses of celebrities together with Tom Hanks, Taylor Swift and Scarlett Johansson have been manipulated by means of AI to advertise merchandise and concepts they by no means really endorsed.

AI expertise has made it simpler for folks to make these faux movies, which may proliferate on-line at a pace that’s difficult for social media platforms to take down. Some are calling on social media corporations to do extra to police misinformation on their platforms.

“We are standing at the turning point, and I think we need to take some action,” Curtis mentioned.

Curtis first turned conscious of the faux AI advert a few month and a half in the past when a good friend requested her concerning the video. The “Everything Everywhere All At Once” and “Halloween” actor then flagged the advert for her brokers, legal professionals and publicists, who directed her to ship a stop and desist letter to Meta, the proprietor of Fb and Instagram.

Nothing occurred.

Two weeks later, one other good friend flagged the identical faux AI video. When Curtis wrote to her staff, they assured her they went by means of the correct channels and so they did all the pieces they might do, she mentioned.

“I went through the proper channels,” Curtis mentioned. “There should be a methodology to this. I understand there’s going to be a misuse of this stuff, but then there’s no avenue of getting any satisfaction. So then it’s lawlessness, because if you have no way of rectifying it, what do you do?”

Curtis was involved concerning the nefarious ways in which folks may alter the voices and pictures of different folks, together with Pope Leo XIV, who has recognized AI as one of many challenges dealing with humanity. What if somebody used AI to attribute concepts to the pope that he didn’t really help?

Impressed by the hazard of that risk, she made her scathing Instagram put up, tagging Zuckerberg, after she was unable to instantly message him.

“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 some bulls— that I didn’t endorse,” Curtis wrote in her put up on Monday. “… I’ve been told that if I ask you directly, maybe you will encourage your team to police it and remove it.”

The put up generated greater than 55,000 likes.

“I’ve done commercials for people all my life, so if they can make a fake commercial with me, that hurts my brand,” Curtis mentioned in an interview. “If my brand is authenticity, you’re co-opting my brand for nefarious gains in the future.”

“It worked!” Curtis wrote on Instagram on Monday in all caps. “Yay internet! Shame has [its] value! Thanks all who chimed in and helped rectify!”

Meta on Monday confirmed the faux advert was taken down.

Because the expertise continues to turn into extra extensively out there, there are efforts underway at tech corporations to establish AI-generated content material and to take down materials that violates requirements.

Organizations like actors guild SAG-AFTRA are additionally advocating for extra legal guidelines that deal with AI, together with deep fakes. Each the writers’ and actors’ strikes of 2023 hinged partially on calls for for extra protections towards job losses from AI.

Curtis mentioned she would have wished the faux AI advert to be taken down instantly and wish to see expertise corporations, not simply Meta, give you safeguards and direct entry to folks policing “this wild, wild west called the internet.”

“It got the attention, but I’m also a public figure,” Curtis mentioned. “So how does someone who’s not a public figure get any satisfaction? I want to represent everyone. I don’t want it to just be celebrities. I wanted to use that as an example to say this is wrong.”