Saturday, September 30, 2023 10:03 am

Startup gives stars new way to lock down their AI likenesses

Ryan Heath


Metaphysic, which made its name via convincing deepfake videos of celebrities, is launching a tool Thursday that aims to help individual performers secure their rights to their own images.

Why it matters: In an era when AI is making it easy to generate images of celebrities doing and saying things they never did or said, Metaphysic aims to help them “secure their face, voice and performance data” and “build a portfolio of their most valuable digital assets and AI training datasets over time.”

What’s happening: Metaphysic is encouraging creators to use its new Metaphysic Pro product to create an AI likeness and “personally register their copyright with the U.S. Copyright Office.”

The big picture: AI enables intellectual property owners to create without creators, and that’s setting up new conflicts in every creative industry.

Hollywood writers, with widespread support from actors, are on strike over failed contract negotiations, and use of AI is a flashpoint in the dispute.

Creators want greater protections and compensation when it comes to how their material and likenesses can be used.

Driving the news: Early users of Metaphysic Pro are said by the company to include Tom Hanks, Anne Hathaway, Octavia Spencer, and Paris Hilton.



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