The burgeoning field of artificial intelligence (AI) continues to struggle with ethical considerations, particularly when applied to the realm of celebrities. The recent unveiling of “Digital Marilyn“, an AI chatbot designed by Soul Machines to look and talk like Marilyn Monroe, has reignited discussions about consent, exploitation and responsible use of this technology.
This development raises concerns about the commercialization of a deceased celebrity’s image without their express consent. Industry figures like Zelda Williams have previously expressed their disapproval of the “disturbing” trend of replicating the voices and faces of deceased celebrities. Additionally, actors unions are advocating for stronger protections against studios that might use AI clones without proper authorization.
Soul Machines, specializing in “biological AI-powered digital people,” launched Digital Marilyn at SXSW in collaboration with Authentic Brands Group (ABG). Notably, ABG owns the rights to Monroe’s image, alongside many other celebrities, living and dead.
Digital Marilyn, powered by GPT 3.5, is described as “hyper-real” and capable of engaging in conversations lasting up to 20 minutes, accompanied by emotional responses and nuanced expressions. Soul Machines features these digital celebrities as a way for iconic figures to connect directly with fans 24/7.
However, a critical point emerges: All of the other AI celebrities currently offered by Soul Machines – Mark Tuan, Francis Ngannou and Jack Nicklaus – are living individuals who have presumably consented to their digital representations. This disparity raises questions about the ethical implications of reproducing a deceased individual without their contribution.
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Additionally, the timing of the Soul Machines announcement, coinciding with International Women’s Day, adds another level of scrutiny. Does exploiting the image of a deceased female celebrity really constitute a celebration of women?
The “Digital Marilyn” case illustrates the ethical complexities surrounding the development of AI in the context of celebrity representation. As AI technology continues to evolve, it is imperative to foster an open dialogue that addresses issues of consent, exploitation, and the responsible application of AI in the recreation of public figures.
