"Click into the live broadcast room to see, 'Di Li Gerba' is actually selling goods live" - according to a report by China News Network on May 5, recently, when many netizens watched the live broadcast of the e-commerce platform, they found that the anchor who sold goods was actually some popular actresses. But look at it again, these "stars" with goods turned out to be ordinary anchors who used AI real-time face changing technology.
In recent years, with the development of technology, AI (artificial intelligence) face changing, onomatopoeia, etc. have become more and more fake, but at the same time, related technologies have been abused and used to commit fraud from time to time. A few days ago, the person in charge of a certain enterprise rushed to the hot search because fraudsters used AI technology to impersonate friends and were deceived of millions of yuan in 10 minutes, which is proof of this.
Some live broadcast rooms use the "faces" of popular stars to sell goods, not only because AI face changing technology can achieve real-time image replacement, but also because this move can allow "stars" to speak for free, thereby increasing traffic and increasing sales. Reports show that the purchase of a full set of AI real-time face changing models only costs 3,5 yuan, which is obviously not a big cost for some live broadcast rooms.
What needs to be faced squarely is that such AI face changing technology applied to live streaming may be suspected of double infringement. First, if the relevant celebrity is authorized in advance to make a profit from the live broadcast of his portrait, it is suspected of infringing on the right of portrait. According to the provisions of China's Civil Code, natural persons enjoy the right to portrait and have the right to make, use, disclose or permit others to use their portrait in accordance with the law. No organization or individual may use information technology means to forge or otherwise infringe upon others' portrait rights.
Second, using AI technology to replace the face of celebrities will mislead consumers. The relevant live broadcast room does not have a conspicuous identification of AI face-changing anchors, and the "Provisions on the Administration of Deep Synthesis of Internet Information Services" clarifies that where the provision of deep synthesis services may cause confusion or misidentification among the public, it shall be conspicuously marked in a reasonable location or area to prompt the public.
The use of AI face changing technology in the live broadcast room to let stars "endorse" should attract attention. In this regard, the relevant platforms have an unshirkable responsibility. According to the Provisions on the Administration of Internet Live Streaming Services, the provision of Internet live streaming services shall comply with laws and regulations, and cultivate a positive, healthy, and upwardly benevolent online culture; Implement entity responsibility, improve information review systems, etc.
New technologies may be a tool for traffic, or they may be a tool for reaction. Sooner or later, you will have to pay the price for using infringement to divert traffic and make profits. Neither the regulatory authorities nor the celebrities involved can allow such chaos to occur repeatedly.
Feng Haining (Source: Workers' Daily)