Multiple Yang Mi livestreaming for sales? AI face-swapping should not be misused
Compiled from: Southern Metropolis Daily
Recently, several e-commerce live streaming rooms have been exposed for using AI face-swapping with celebrities, sparking controversy. In many live streaming rooms, 'celebrity faces' have appeared, and the same celebrity face is shared by different hosts.
Case review
In the Douyin live streaming room of the women's clothing brand SDEER, the host looks very similar to the actress Yang Mi. At different times, different hosts in the live room all have faces similar to Yang Mi.
A consumer who has been following this women's clothing brand for a long time told reporters that the host in the brand's video account live stream is the same person as in live streams on other platforms. But the same host uses a different face in the two live streams: 'They use their own face in the online shopping platform live stream, and in the video account live stream they use an AI-altered face.'
In addition to the women's clothing live streaming room, the live streaming room of Bama Tea was also exposed with anchors who look strikingly like Yang Mi and Dilraba, but when the anchors lower their heads or turn around, it is revealed that it is the result of face-swapping.
Currently, in the Bama Tea live streaming room, you can no longer see hosts who resemble Yang Mi or Dilraba, but in the SDEER live streaming room, until the morning of May 24, the host who resembles Yang Mi was still streaming as usual.
Measures for the Punishment of Acts Infringing on Consumer Rights
Article 6
Operators providing information to consumers about goods or services shall ensure it is truthful, comprehensive, and accurate, and shall not engage in the following false or misleading promotional behaviors:
(1) Providing goods or services without using their real names and labels;
(ii) Selling goods or services by means of false or misleading product descriptions, product standards, physical samples, etc.;
(3) Making false or misleading on-site explanations and demonstrations;
(4) Using fictitious transactions, falsely reporting trading volumes, fake reviews, or hiring others to engage in deceptive sales inducement;
(5) Representing the sale of goods or services with false 'clearance prices,' 'sale prices,' 'lowest prices,' 'discount prices,' or other deceptive prices;
(6) Selling goods or services through false 'prize sales', 'rebate sales', 'experience sales', etc.;
(7) Falsely claiming to sell genuine products as "clearance items", "defective products", "substandard products", or other inferior goods;
(8) Exaggerating or concealing the quantity, quality, performance, or other information of the goods or services provided that are of significant interest to consumers, thereby misleading consumers;
(9) Mislead consumers through other false or misleading promotional methods.
[1] The author's perspective
Using computer synthesis technology in a live broadcast without the star's consent to imitate the star's image and produce 'AI face-swapping' constitutes 'intentionally providing consumers with false information or deliberately concealing the truth to induce consumers to make erroneous declarations of intent,' and has already constituted fraud.
At the same time, this profit-driven live-streaming 'AI face-swapping' behavior also constitutes an infringement of celebrities' portrait rights and privacy rights. Celebrities can require the operators to bear civil liabilities such as stopping the infringement, issuing a public apology, and compensating for losses.
From this, it can be seen that AI face-swapping not only has a high level of deceptiveness, but also brings a series of social risks such as personal information security breaches, infringements of portrait rights, visual distortion, and inaccurate news. As a platform that provides online services, it also needs to further improve its technological capabilities and rectify the chaos in live streaming, so that it cannot spread and grow unchecked.
