An AI app cloned Scarlett Johansson's voice for an ad—but deepfakes aren't just a problem for celebrities

is taking legal action against an AI app that used her name and an AI-generated version of her voice in an advertisement without her permission,

Representatives for Johansson confirmed to Variety that she is not a spokesperson for the app and her lawyer told the publication that legal action is being taken. CNBC has not viewed the ad and it appears to have been taken down. Lisa AI and a representative for Johansson didn't respond to CNBC Make It's request for comment..

"Deepfakes are simply a new vector for impersonation and fraud, and as such can be used in similar malicious ways, whether or not one is a celebrity," he tells CNBC Make It."Examples could be of your likeness — or those of your loved ones — being used to generate pornography or utilized for extortion or to circumvent security by hijacking your identity."

For one, ask yourself whether the images you're seeing seem to align with reality, Edis says. Since celebrities are required to disclose when they're being paid to promote products, if you see an ad featuring a celebrity pushing something obscure, it's a good idea to check their other social media accounts for a disclosure.

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