He Sold His Likeness. Now His Avatar Is Shilling Supplements on TikTok.

In a striking example of the evolving landscape of digital marketing, a man named Brud has found his likeness being used to promote health supplements on TikTok, without his consent. This case highlights the increasing prevalence of generative AI technology being employed for commercial purposes, often without the knowledge or approval of the individuals whose likenesses are used. The article explores the ethical implications of this practice, as Brud's avatar is being used to endorse products he has no association with. This raises concerns about privacy, consent, and the blurring of lines between real and synthetic content. As the use of AI-generated content continues to grow, the need for clear guidelines and regulations to protect individuals' rights and ensure transparency in digital marketing becomes increasingly crucial. The article serves as a cautionary tale, underscoring the importance of addressing the ethical challenges posed by the rapid advancements in AI technology and its potential misuse in the commercial realm.