Scarlett Johansson Takes Legal Action Against AI Ad



In a digital age characterized by rapid technological progress, the rise of artificial intelligence (AI) applications is taking center stage. These AI apps have the potential to revolutionize the way we interact with technology and the digital world. However, with great power comes great responsibility, and a recent incident involving Scarlett Johansson highlights the need for ethical and legal boundaries in the world of AI.

Scarlett Johansson, the famous Hollywood actress, recently took legal action against an AI app developer for unauthorized use of her name and likeness in an online advertisement. The ad was for an AI image editor known as Lisa AI: 90s Yearbook & Avatar, and featured an AI-generated version of Johansson’s voice. The ad used actual images of Johansson from a campaign she did in collaboration with Omaze and Marvel Studios. This 22-second ad, which has since been removed from the internet, raises major concerns about the ethical implications of AI use, especially when it comes to manipulating the likenesses of celebrities.

In this article, we will delve into the details of this incident, explore the broader implications of AI use in such contexts, and discuss the legal steps Scarlett Johansson has taken to protect her likeness. We will also explore the growing phenomenon of deepfakes, which are becoming increasingly common in the age of AI.

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The unauthorized AI ad

The controversy started when an advertisement for the Lisa AI: 90s Yearbook & Avatar app appeared online. This ad not only featured Scarlett Johansson’s likeness, but also used an AI-generated version of her voice. The AI ​​app allowed users to create AI-generated images, including text suggestions that could produce images that resembled the actor. The 22-second ad, which has since been removed, was first posted on X (formerly Twitter) and used an old clip of Johansson during a behind-the-scenes look at her film “Black Widow.”

The ad started with Johansson saying, “What’s up guys? It’s Scarlett, and I want you to come with me…” before cutting to AI-generated photos that looked like the actor. A fake voice, imitating Johansson, kept talking and advertising the AI ​​app. This unauthorized use of her image without her consent led to legal and ethical problems.

Scarlett Johansson’s reaction

Scarlett Johansson did not take this violation lightly. Her attorney, Kevin Yorn, released a statement on the case. Yorn stated: “We don’t take these things lightly. As per our usual course of action in these circumstances, we will address this with all legal remedies available.” The swift legal response underlines the seriousness of the situation and the commitment to protect the rights and likeness of celebrities.

At the request of Scarlett Johansson’s lawyer, the advertisement was removed from the internet. This marks a crucial step in the fight against unauthorized and potentially harmful AI use in the entertainment industry.

The rise of AI apps and deepfakes

The Scarlett Johansson incident is not an isolated incident. In recent years there has been a huge increase in the development and use of AI apps, many of which claim to deliver impressive and creative results. Lisa AI is just one of many AI apps that have flooded the market, offering users the ability to “create amazing works of art with AI.” However, the incident highlights the potential misuse of AI, especially when it comes to famous people.

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An alarming trend in the field of AI is the spread of deepfakes. Deepfakes are a type of artificial media in which people’s faces and voices are manipulated using advanced AI technology. These deepfakes can be used for a variety of purposes, from harmless entertainment to malicious activities, such as spreading misinformation or damaging someone’s reputation. Celebrities and public figures have increasingly become targets of deepfake manipulations, raising major concerns about the ethical and legal implications of such technology.

Legal and ethical implications

The case of Scarlett Johansson’s unauthorized AI ad is a clear example of the legal and ethical dilemmas that arise when AI technology is misused. Celebrities have the right to protect their image, voice and likeness, and unauthorized use can have harmful consequences. Such incidents can damage reputations, lead to misinformation and cause emotional distress for those involved.

Using AI in this context also raises questions about privacy and consent. In the digital age, it is essential to establish robust legal frameworks and ethical guidelines for the use of AI, especially when it involves real humans. The potential for abuse, as we see in the case of Scarlett Johansson, underlines the importance of clear boundaries and rules.


The incident involving Scarlett Johansson’s unauthorized AI ad serves as a stark reminder of the challenges and responsibilities that come with the rapid advancement of AI technology. As AI apps and deepfake technology become increasingly popular, the need for robust legal and ethical frameworks becomes increasingly urgent. Celebrities, like everyone else, should have the right to control their likeness and protect their privacy.

The legal action taken by Scarlett Johansson sends a clear message that unauthorized use of AI in the entertainment industry will not be tolerated. It is essential for society to address the potential consequences of uncontrolled AI use and develop guidelines and regulations that ensure responsible and ethical AI applications.

In an age where technology can blur the lines between reality and fiction, it is our collective responsibility to ensure that AI is used for the betterment of society without infringing on the rights and dignity of individuals. The case of Scarlett Johansson and the broader issue of deepfakes serve as a call to action to develop a balanced and responsible approach to the use of AI in the digital age.

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