Jamie Lee Curtis has directly appealed to Mark Zuckerberg after discovering her likeness had been used without consent in an AI-generated advert.
Posting on Facebook, Curtis expressed her frustration with Meta’s lack of proper channels to report such abuse, stating she had exhausted all official avenues before resorting to a public plea.
The fake video reportedly manipulated footage from an emotional interview following the January wildfires in Los Angeles, inserting false statements under the guise of a product endorsement.
Instead of remaining silent, Curtis urged Zuckerberg to take action, saying the unauthorised content damaged her integrity and voice. Within hours of her public callout, Meta confirmed the video had been removed for breaching its policies, a rare example of a swift response.
‘It worked! Yay Internet! Shame has its value!’ she wrote in a follow-up, though she also highlighted the broader risks posed by deepfakes.
The actress joins a growing list of celebrities, including Taylor Swift and Scarlett Johansson, who’ve been targeted by AI misuse.
Swift was forced to publicly clarify her political stance after an AI video falsely endorsed Donald Trump, while Johansson criticised OpenAI for allegedly using a voice nearly identical to hers despite her refusal to participate in a project.
The issue has reignited concerns around consent, misinformation and the exploitation of public figures.
Instead of waiting for further harm, lawmakers in California have already begun pushing back. New legislation signed by Governor Gavin Newsom aims to protect performers from unauthorised digital replicas and deepfakes.
Meanwhile, in Washington, proposals like the No Fakes Act seek to hold tech platforms accountable, possibly fining them thousands per violation. As Curtis and others warn, without stronger protections, the misuse of AI could spiral further, threatening not just celebrities but the public as a whole.
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