London-based company faces scrutiny for AI models misused in propaganda campaigns

A London-based company, Synthesia, known for its lifelike AI video technology, is under scrutiny after its avatars were used in deepfake videos promoting authoritarian regimes. These AI-generated videos, featuring people like Mark Torres and Connor Yeates, falsely showed their likenesses endorsing the military leader of Burkina Faso, causing distress to the models involved. Despite the company’s claims of strengthened content moderation, many affected models were unaware of their image’s misuse until journalists informed them.

In 2022, actors like Torres and Yeates were hired to participate in Synthesia’s AI model shoots for corporate projects. They later discovered their avatars had been used in political propaganda, which they had not consented to. This caused emotional distress, as they feared personal and professional damage from the fake videos. Despite Synthesia’s efforts to ban accounts using its technology for such purposes, the harmful content spread online, including on platforms like Facebook.

UK-based Synthesia has expressed regret, stating it will continue to improve its processes. However, the long-term impact on the actors remains, with some questioning the lack of safeguards in the AI industry and warning of the dangers involved when likenesses are handed over to companies without adequate protections.