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TikTok ran a deepfake ad of an AI MrBeast hawking iPhones for $2 — and it's the 'tip of the iceberg' (www.businessinsider.com)

submitted 10 months ago by [email protected] to c/[email protected]

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TikTok ran a deepfake ad of an AI MrBeast hawking iPhones for $2 — and it's the 'tip of the iceberg'::As AI spreads, it brings new challenges for influencers like MrBeast and platforms like TikTok aiming to police unauthorized advertising.

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[–] [email protected] 12 points 10 months ago

This is the best summary I could come up with:

TikTok ran an advertisement featuring an AI-generated deepfake version of MrBeast claiming to give out iPhone 15s for $2 as part of a 10,000 phone giveaway.

The sponsored video, which Insider viewed on the app on Monday, looked official as it included MrBeast's logo and a blue check mark next to his name.

Two days ago, Tom Hanks posted a warning to fans about a promotional video hawking a dental plan that featured an unapproved AI version of himself.

"Realism, efficiency, and accessibility or democratization means that now this is essentially in the hands of everyday people," Henry Ajder, an academic researcher and expert in generative AI and deepfakes, told Insider.

Not all AI-generated ad content featuring celebrities is inherently bad, as a recent campaign coordinated between Lionel Messi and Lay's demonstrates.

"If someone releases an AI-generated advert without disclosure, even if it's perfectly benign, I still think that should be labeled and should be positioned to an audience in the way that they can understand," Ajder said.

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