In a recent scandal, a well-known BBC wildlife presenter, Liz Bonnin, fell victim to a scam involving the misuse of artificial intelligence. The incident involved a fake AI-generated program mimicking Bonnin’s voice and giving permission for her image to be used in an advertisement for insect repellent spray without her knowledge or consent.
Bonnin and her management team were taken aback when they discovered that the presenter’s face was featured on a poster for the insect repellent spray, despite not having authorized it. Upon further investigation, it was revealed that the voice messages confirming Bonnin’s endorsement of the advert were actually AI-generated. Bonnin herself noted that while the initial voice sounded like her, it gradually shifted to an Australian accent and then to that of an English woman, highlighting the fragmented and unnatural nature of the AI-generated messages.
The company behind the deceptive advert, Incognito, claimed to have received voice messages from someone they believed to be Bonnin, authorizing the use of her image. Additionally, Incognito admitted to having previously sought Bonnin’s endorsement before being approached by a Facebook profile posing as her. Despite being aware of the need for approval from Bonnin’s management agency, Incognito’s CEO went ahead with the deal based on the fake Bonnin’s insistence that it be done directly with her.
According to a representative for Bonnin, the use of deep fakes such as this constitutes “essentially theft” and poses a significant threat to the integrity of individuals in the creative industries. The ability to manipulate voices and images through AI technology raises concerns about the potential misuse and exploitation of individuals’ identities for deceptive purposes. The rep further emphasized that the rapid advancement of this technology outpaces the regulatory frameworks in place to address such issues, leaving individuals vulnerable to reputation damage and financial scams.
The incident involving Liz Bonnin sheds light on the urgent need for greater regulation and oversight of the use of AI in the creative industries. The lack of accountability and oversight in verifying the authenticity of endorsements and representations in advertisements poses a significant risk to individuals’ professional credibility and public trust. As AI technology continues to evolve, policymakers and industry stakeholders must collaborate to establish guidelines and safeguards to prevent the misuse of AI for deceptive purposes.
The misuse of AI technology in the case of Liz Bonnin’s impersonation underscores the growing challenges and risks associated with the manipulation of voices and images. As the creative industries grapple with the implications of AI-generated content, it is imperative to prioritize ethical standards and transparency in the use of this technology. The incident serves as a cautionary tale for industry professionals and consumers alike, highlighting the importance of vigilance and skepticism in the face of evolving technological threats.