Tom Hanks Cautions Against AI-Generated Impersonation in Advertisements

Renowned actor Tom Hanks has issued a warning about an advertisement that appears to feature him but is, in fact, a creation of artificial intelligence (AI). Taking to Instagram, Hanks expressed his complete dissociation from the video, which was being used to promote a dental plan. The actor stated, “There’s a video out there promoting some dental plan with an AI version of me. I have nothing to do with it.” This incident highlights the growing challenge of deepfake technology, which uses AI to convincingly simulate real people for various purposes.

Tom Hanks has been a vocal advocate on the topic of AI’s impact on the entertainment industry, characterizing it as an “artistic challenge.” This concern has led to recent strikes by prominent Hollywood actors and writers, who are apprehensive about the potential consequences of AI for their professions.

AI systems have advanced significantly, enabling the creation of highly realistic virtual representations of individuals, commonly known as “deepfakes.” Notably, various celebrities, including consumer financial expert Martin Lewis, have fallen victim to deepfake technology, often exploited for fraudulent purposes. The misuse of deepfakes extends to inappropriate and non-consensual pornography, which prompted legislative changes in England and Wales to facilitate the prosecution of offenders.

The problem of online misinformation is further exacerbated by the proliferation of AI-generated images and videos of politicians. Figures like former U.S. President Donald Trump and the current leader of Ukraine, Volodymyr Zelensky, have been targeted by deepfake manipulations.

In an effort to address this issue, Google announced in September that it would require political advertisements on its platform to disclose whether they were created using AI technology. This is part of an ongoing effort to promote transparency in the digital landscape.

However, AI video manipulation is not solely associated with controversy. It has also been employed in innovative and non-controversial ways, such as virtual concerts featuring the iconic band Abba. These virtual concerts showcase the creative potential of AI in transforming the entertainment industry.

Tom Hanks previously discussed the use of AI to extend the careers of performing artists during an appearance on the Adam Buxton podcast. He noted the growing capabilities of AI and deepfake technology to recreate individuals at any age, emphasizing that performances could potentially continue indefinitely.

Concerns about AI displacing human actors have led to a series of strikes in Hollywood, impacting popular shows like “Stranger Things” and “The Last of Us.” While the Writers Guild of America (WGA) reached a tentative agreement with studio executives to conclude their industrial action, a separate dispute involving actors remains unresolved, partly due to fears of AI reducing acting opportunities.

The story of Tom Hanks’ warning serves as a reminder of the growing influence and challenges posed by AI and deepfake technology in various aspects of our lives, particularly in the entertainment and advertising industries.