Scarlett Johansson suing company for using AI likeness

Scarlett Johansson has been a spokeswoman for Louis Vuitton, Dolce & Gabbana and L’Oreal. Now, she is advertising an AI app — except, that’s not Scarlett Johansson at all…and that’s the issue. Now, the actress is taking legal action against the company for using her likeness without her permission.

As per Variety, the ad featuring an AI Scarlett Johansson has since been pulled after popping up last week. The ad, which plugs the Lisa AI: 90s Yearbook & Avatar app, featured a clip of Johansson promoting the premiere of Black Widow before then showing images of a “version” of the star and also featuring a voice meant to imitate hers, telling viewers, “It’s not limited to avatars only. You can also create images with texts and even your AI videos. I think you shouldn’t miss it.” The ad also featured the following disclaimer: “Images produced by Lisa AI. It has nothing to do with this person.” They don’t even call Scarlett Johansson by her name but that won’t stop a lawsuit from going forward.

While the ad of AI Scarlett Johansson has seemingly been yanked, the app itself is still available for download in multiple app stores, with the Apple’s own showing thousands of ratings. Regarding the usage of Johansson’s likeness, her attorney stated, “We do not take these things lightly. Per our usual course of action in these circumstances, we will deal with it with all legal remedies that we will have.”

Of course, Scarlett Johansson is part of the growing trend of companies seeing just what they can get away with when selling their products using the likenesses – the AI likenesses, that is – of celebrities. Last month, Tom Hanks caught wind of a company using an AI-generated version of himself selling a dental plan, prompting action on his part. Comedian Stephen Fry also fell victim, saying his readings of Harry Potter books were used to make a new narration for a documentary.

Scarlett Johansson is no stranger to the use of AI, having voiced Samantha, an artificial intelligence assistant (and more) to Joaquin Phoenix in 2013’s Her.

Knowing what has happened with Scarlett Johansson, Tom Hanks and more, where do you think celebrity power stops when it comes to AI usage? Give us your take below.