Actor Will Smith’s New Videos Raise Fresh Concerns About The Use Of AI

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📝 usncan Note: Actor Will Smith’s New Videos Raise Fresh Concerns About The Use Of AI

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Videos touting actor Will Smith’s concert tours are raising fresh concerns how the use of AI can be used to create or exaggerate the appearance of enthusiasm for performers, products, and services.

Clips that were posted to Smith’s official YouTube channel this month “showed dense audiences chanting his name and waving their hands in unison during performances. But some viewers and social-media users quickly suggested the footage appeared digitally generated, pointing to glitches and the repeated, uniform motion of fans in the background. The claims have fueled speculation Smith’s comeback tour may not be attracting the kind of organic support he’d hoped for,” Fortune reported.

To the practiced eyes of some observers, there are obvious clues that AI was used to produce the videos. “We were able to identify some of the scenes as real footage of his concerts. But it seems something has happened to the footage, and it appears distorted. The distortion—faces that look almost melted— is similar to distortion we see in generative AI videos,” Emmanuelle Saliba, the chief investigative officer at GetReal Security, a company that identifies deepfakes, told The Times.

While there are no laws or regulations that prohibit using AI to create or manipulate images, there can be blowback and downsides. “Using an AI-generated audience for a promotional video isn’t unethical, especially if identified, but it will have a long-term negative impact on Smith. This is because the judges of his action are consumers and consumers don’t like AI being used this way. It feels like they are being lied to by its use,” Baruch Labunski, CEO of Rank Secure, told me via email. “Consumers don’t mind AI in movies, education, or medicine. They see that as being honest about its use and for a positive use. They don’t like it being used in politics, commercials, or news because they view that as dishonest and manipulative,” he pointed out

‘A Double-Edged Sword’

Smith’s use of AI-generated audiences in a promotional video “is a double-edged sword. When I saw this…I was wondering why didn’t his PR people step in. On one hand, it shows how AI can be leveraged creatively to scale visuals and create buzz. On the other, it risks coming across as inauthentic, especially for a celebrity whose brand has long been rooted in relatability and human connection,” Amore Philip CEO and director of public relations at Apples and Oranges Public Relations, told me in an email message.

This is not the first time that Smith has been subject to public scrutiny. In 2022, he slapped Chris Rock, host of that year’s Academy Awards in front of an international television audience. Smith later issued a public apology for his actions.

“I do think that the backlash [to the new videos] is less about the technology itself and more about the optics: as audiences expect authenticity, not shortcuts. For me as a business leader, the lesson is clear. AI should be used to enhance storytelling, not replace the human element that builds trust. Transparency about when and how AI is used can prevent accusations of deception. In today’s media climate, the fastest way to damage credibility is to look like you’re faking an audience or inflating support,” Philip observed.

AI can help make it appear that actors are more liked or in-demand than they really are, and can create blowback when deceptions become public. “The size of a live audience can be seen as a proxy for how cool or popular a performer is. That’s why it can feel a bit like cheating to have AI boosting the crowd at your concert, so you can sell more tickets at your next concert. At the same time, it’s not exactly new for musical entertainers to pay people to appear in their music videos as adoring fans, or to use all kinds of marketing gimmicks to make them seem bigger than they are,” Jonathon Narvey, CEO and founder of Mind Meld, told me in an email interview.

Best Practices

Don’t be surprised to see more videos that are enhanced by AI, Matthew F. Ferraro, an AI expert and partner at the Crowell & Moring law firm, warned in an email interview with me. But there are best practices for those who produce AI- generated video should consider using. That includes telling viewers that the rapidly evolving technology was used.

Being upfront that AI was employed to help tell stories and create images, commercials, and videos would be an important way to help avoid or deflect criticism. “Disclosing the use of AI can build trust with viewers [to] avoid this kind of dustup. Indeed, creators may be seen as innovators if they use AI-generated content in new (and transparent) ways that push the boundaries of art. We may remember that Billy Joel made a splash with a music video last year that showcased AI generation. He did not hide his use of those tools; he talked openly about it, and the public celebrated his creativity,” Ferraro recalled.

Honesty is increasingly important for the public, and those who try to fool people with fake images could pay a step price in terms of lost credibility and trust, and increased skepticism about their messages, products, and services. “Business leaders should take note that consumers are holding a higher standard of honesty. AI can be used but should be used in ways that let consumers know up front it’s AI. That could be with humor, in fantasy ads, or other clever ads. The key is that consumers are let in on it from the start,” Labunski of Rank Secure recommended.

If and when companies get blowback for how others use new or evolving technology such as AI—or become victims of it—they should account for and practice responding to those scenarios in their crisis management plans. And the should update those plans on a regular basis is ensure they are keeping up with new and developing technologies.