Entertainers monetize the way their voices sound, their personalities and their appearance to appeal to their fan base and other consumers. Businesses have long paid generous amounts for endorsement deals where celebrities recommend products to consumers.
They have also paid to use celebrities in their advertisements or to have them assist in converting a piece of media to another format. Celebrities can read audiobooks, making them attractive not just to readers but to fans of that celebrity.
In recent years, improvements in artificial intelligence (AI) have allowed businesses and even random fans to create photos, audio recordings and videos using the voices or likenesses of entertainers. AI now represents a concerning source of infringement that may affect one of the most important streams of revenue for entertainers.
AI makes infringement accessible
There was once a time when only those with the money to hire impersonators or editing specialists could attempt to infringe on the likeness of a celebrity or use their voice without their permission. AI software has made such activities commonplace and accessible to those willing to pay a monthly subscription fee for software.
There are a host of issues that arise from AI replicating the voices and appearances of celebrities. For example, entertainers may not be able to monetize their voice acting skills if AI has already replicated their unique cadence and delivery.
In scenarios where entertainers have not consented to the use of their likeness or their voice for certain products, they may need to take legal action to hold businesses accountable for trying to make money using their celebrity without properly compensating them.
Entertainers may need to fight back
Infringing on the likeness of a celebrity can limit their income stream and might even damage their brand. People might believe that a mediocre audio performance or poor choice of source material might have been conscious decisions made by a celebrity as opposed to an act of infringement by an unaffiliated outside party.
Entertainers who discover the unauthorized use of their voice or likeness in AI-produced works may need to take legal action. They may also need assistance reviewing contracts going forward to ensure that they don’t expose themselves to infringement by granting inappropriate permissions to companies that hire them.
Recognizing issues that may complicate the careers and opportunities available for professional entertainers can help to preserve a professional’s income stream and reputation. Entertainers need to monitor possible sources of brand infringement to protect themselves from inappropriate attempts by others to monetize their talent.