Jamie Lee Curtis just wanted an advertised AI announcement, so as not to become “the child of the False Internet” poster “

Jamie Lee Curtis did not expect to be at the forefront of the debate of artificial intelligence in Hollywood. But she had no choice.

The Oscar-winning actor recently called Meta CEO Mark Zuckerberg, on social networks, claiming that the company had ignored its requests to withdraw false ad generated by AI on Instagram which has been on the platform for months.

The announcement, which used images of an interview that Curtis gave to MSNBC on Los Angeles forest fires in Janual, manipulated her voice to reveal that she approved a dental product, said Curtis.

“I was not trying to become the child of Fakery Internet's poster, and I am certainly not the first,” Curtis on Times said on Tuesday morning.

The announcement has since been deleted.

What happened to Curtis is part of a larger problem that the actors deal with in the middle of the generative AI technology, which allowed their images and their voices to be modified in a way that they did not authorize. These changes can be very misleading.

The images and resemblances of celebrities, including Tom Hanks, Taylor Swift and Scarlett Johansson, were manipulated by AI to promote the products and ideas they have never approved.

AI technology has facilitated these false videos, which can proliferate online at a speed that is difficult for social media platforms. Some call on social media societies to do more for the disinformation of the police on their platforms.

“We are going to the turn, and I think we have to take action,” said Curtis.

Curtis first became aware of the false announcement of the AI ​​about a month and a half ago when a friend asked him questions about the video. The actor “All everywhere at the same time” and “Halloween” then pointed out the announcement for his agents, lawyers and publicists, who ordered him to send a letter to stop and abstain to Meta, the owner of Facebook and Instagram.

Nothing happened.

“It's like an emptiness,” said Curtis. “There is no one. You cannot reach anyone. You have an email, you send an email, you never receive anything. ”

Two weeks later, another friend reported the same false video AI. When Curtis wrote to his team, they assured him that they crossed the appropriate channels and they did everything they could do, she said.

“I crossed the appropriate channels,” said Curtis. “There should be a methodology for this. I understand that there will be a misuse of this kind of thing, but then there is no way to obtain satisfaction. So, it is anarchy, because if you have no way of rectifying it, what are you doing?”

Curtis was concerned about the harmful ways that people could modify the voices and images of other people, notably Pope Leo XIV, who identified AI as one of the challenges that humanity is confronted. What if someone used AI to assign ideas to the Pope that he did not really support?

Inspired by the danger of this possibility, she made her scathing Instagram post, marking Zuckerberg, after being unable to send him a message directly.

“My name is Jamie Lee Curtis and I have traveled each appropriate chain to ask you, as well as your team, to withdraw this false advertisement totally AI for some bulls – which I have not approved,” wrote Curtis in his article on Monday. “… I was told that if I ask you directly, you may encourage your team to control and remove it.”

The position generated more than 55,000 likes.

“I made advertisements for people all my life, so if they can make false advertisement with me, it hurts my brand,” said Curtis in an interview. “If my brand is authenticity, you cooperate my brand for harmful gains in the future.”

After posting, a neighbor shared with her an email from someone to Meta who could help her. Curtis sent an email to this person (whom he refused to appoint), copied her team and joined Instagram publications. In the time following the sending of the email, the false announcement AI was withdrawn, said Curtis.

“It worked!” Curtis wrote on Instagram on Monday in all ceilings. “Yay Internet! Shame has [its] value! Thank you to everyone who sounded and helped to rectify! »»

Meta Monday confirmed that the false announcement had been withdrawn.

“They violate our policies prohibiting fraud, scams and misleading practices,” said Meta spokesperson Andy Stone, in an email.

While technology continues to become more widely available, efforts are underway in technological companies to identify the content generated by AI and to eliminate documents that violate standards.

Organizations like actors Guild Sag-Aftra also plead for more laws that deal with AI, including deep counterfeits. The strikes of writers and actors of 2023 partly embodied in part of the requests for more protections against the losses of jobs of the AI.

Curtis said that it would have liked the false announcement to be deleted immediately and would like to see technological companies, and not only META, to offer guarantees and direct access to police “this Wild, Wild West called the Internet”.

“It drew attention, but I am also a public figure,” said Curtis. “So how is someone who is not a public personality gets satisfaction? I want to represent everyone. I don't want it to be celebrities. I wanted to use it as an example to say that it is false.”