AI Model Representation Misstep: Luigi Mangione, Alleged CEO Assassin, Unintentionally selected as Shein's Digital Persona
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In the ever-evolving world of technology, the use of Artificial Intelligence (AI) has become increasingly prevalent, particularly in the fashion industry. However, recent incidents have raised concerns about the ethical implications of AI-generated models in advertising, as seen in a series of controversial ad campaigns.
Shein, a popular fast-fashion retailer, found itself at the centre of a controversy when an AI-generated model resembling Luigi Mangione, an incarcerated individual, was used in one of their advertisements without consent. The model, identified as a Midjourney creation, was featured on a t-shirt that sold out before Shein removed the listing.
Facial recognition tools confirmed the resemblance to Mangione, who was charged with killing UnitedHealthcare's CEO last December. Shein promised "appropriate action" against the vendor involved in the incident but did not identify the supplier.
The incident has sparked controversy and discussions about the use of AI in advertising, with regulators struggling to catch up with the rapid advancement of technology. Scarlett Johansson, for instance, has sued both Lisa AI and Scarlet Nexus developer Bandai Namco Entertainment for creating AI companions using her image without her consent.
Nexon, the publisher of Scarlet Nexus, used AI influencers in TikTok ads for their game, The First Descendant. One Redditor expressed concern about these ads, as the official TikTok account ignored and hid backlash against the ads. The listing of the controversial Shein shirt can still be accessed via the Wayback Machine.
This is not the first time AI has been used inappropriately in advertising. Another example is an AI-generated campaign featuring different Jewish artists wearing a t-shirt giving Kanye West the middle finger. These incidents highlight the risks associated with AI image use in fashion content creation.
The use of AI-generated models without proper consent raises ethical questions. It is crucial for companies to ensure they have the necessary permissions before using AI-generated images, especially when they resemble real individuals. As AI technology continues to advance, it is essential that regulations and ethical standards evolve to protect individuals' rights and prevent similar controversies from occurring in the future.
