Several famous Canadians have had their names and images used in AI-generated ads that linked to fake articles promoting a financial investment scheme. Experts say it's difficult to prevent these types of scams because the speed and quality of AI technology is far outpacing the legal system.
Financial scams and schemes appropriating the likenesses of famous people are nothing new, but the use of rapidly-advancing generative-AI technology puts "a new twist on a pretty old concept," said lawyer Molly Reynolds, a partner at Torys LLP in Toronto. What isn't perfectly generated can be further altered with photo and video editing software, she added."If we find a method to detect deepfakes, we are helping the deepfakes to improve," she said.Anyone can be deep-faked in a scam ad. Even Ian HanomansingScammers are turning to deep fakes of trusted public figures to take your money through bogus online ads. The National’s Ian Hanomansing is among them.
But Reynolds said it's not just situations involving non-consensual, sexualized imagery that can cause harm — especially when it comes to people whose names and faces are their brands.