Influencer Says Underwear Co. Posted Lewd Deepfake - Law360

A lifestyle content creator has launched a lawsuit against EBY Inc., a body-inclusivity underwear company, alleging the unauthorized use of artificial intelligence to generate a deceptive video. The creator claims that despite her prior agreement to serve as a brand ambassador for the company, EBY Inc. utilized AI to produce a deepfake of her likeness without her consent.

What happened

The lawsuit asserts that the company created a deepfake version of the influencer to feature her in a video where she appeared partially nude. The creator contends that this use of her likeness was not authorized under their brand ambassador agreement. The legal action highlights the growing concerns regarding the misuse of generative AI technologies in commercial advertising and the potential for brands to exploit the digital identities of their partners through synthetic media.