"A Scary World"... Lee Ji-hye falls victim to AI…
Broadcaster Lee Ji-hye warns the public about unauthorized AI deepfake advertisements using her likeness to promote products and mislead consumers.
- Incident date
- May 2024
- Target
- Lee Ji-hye
In late May 2024, singer and broadcaster Lee Ji-hye issued a public warning regarding the unauthorized use of her likeness in AI-generated deepfake advertisements. The incident highlights the growing threat of synthetic media being used to falsely endorse products and deceive social media users.
What happened
The attack involved the creation of deepfake videos that seamlessly synthesized Lee Ji-hye's face onto footage to make it appear as though she were endorsing specific products. In one instance, the AI-generated content depicted Lee speaking to the camera, claiming a product "tastes so delicious." While viewers noted that the voice did not match her own, the visual quality was described as highly realistic, leading many to believe the endorsement was genuine.
Lee Ji-hye reported a surge in direct messages from concerned followers who had encountered these advertisements. She noted that the entities behind the videos appear to be international rather than domestic, complicating efforts to impose legal sanctions. Despite previous warnings and attempts to address similar unauthorized use of her and her daughter's images, the impersonations have persisted. Lee is currently exploring legal measures to combat the misuse of her identity and continues to urge the public to exercise caution regarding these deceptive marketing tactics.