Jamie Lee Curtis is the latest celebrity to call attention to scam ads on Facebook and Instagram that use AI-manipulated video to hawk sketchy products. Curtis also appears to have encountered another issue familiar to many Facebook users: struggling to get the company's attention.
In posts on Facebook and Instagram, the actress asked Mark Zuckerberg to intervene to stop the spread of a "totally AI fake commercial" of her. "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 bullshit that I didn't authorize, agree to or endorse," she wrote. The post also included screenshots of the Meta CEO's Instagram — Zuckerberg apparently doesn't follow Curtis — and a screenshot from the scam ad.
"If I have a brand besides being an actor and author it is that I am known for telling the truth and saying it like it is and for having integrity and this use of my images … with new, fake words put in my mouth, diminishes my opportunities to actually speak my truth," she wrote. "I've been told that if I ask you directly, maybe you will encourage your team to police it and remove it."
It's not clear what the video, which seemed to rely on manipulated footage from an interview Curtis did with MSNBC, was intended to promote. Curtis shared a screen grab with text that said "I'd want everyone suffering from." But Curtis is far from the first celebrity to get caught up in such a scam.
Earlier this year, Engadget reported that dozens of Facebook pages were using AI tech to manipulate videos of Elon Musk and other celebrities in order to promote fake cures for diabetes. Many of those clips used similar phrasing, such as "If I were to die tomorrow, I'd want every diabetic, including you, to know this."
The rise of cheap and readily available AI tools have made it relatively easy for scammers to impersonate celebrities to sell sketchy products or promote other schemes. Last year, Tom Hanks warned his followers about ads "promoting miracle cures and wonder drugs" using his name and voice. He said the ads were made "fraudulently" with the help of AI.
Johnny Depp also warned his fans about AI-enabled impersonators. "Today, AI can create the illusion of my face and voice," he wrote. "Scammers may look and sound just like the real me."
A spokesperson for Meta said the company was removing the video flagged by Curtis for violating its policies but declined to comment further. The company said last year it was cracking down on "celeb bait" scams, but hasn't disclosed how many celebrities or public figures are participating in the program which relies on facial recognition technology.
In a comment on her Instagram post, Curtis confirmed that she did eventually get Meta's attention. "IT WORKED! YAY INTERNET! SHAME HAS IT'S VALUE! THANKS ALL WHO CHIMED IN AND HELPED RECTIFY!"
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