Stills from a video generated by OpenAI’ s Sora 2, featuring
CEO Sam Altman
Meanwhile, regulation is struggling to keep pace. The EU’ s AI Act requires disclosure of synthetic media in certain contexts, but implementation details remain fuzzy.
Some US states are introducing personality rights legislation, yet enforcement is patchy. China mandates watermarking, though compliance mechanisms are still developing. No global standard exists.
“ It’ s freely available to someone with very little technical skill to copy a voice, image or even a video,” Rob Greig, Arup’ s Chief Information Officer( CIO), tells the World Economic Forum( WEF).
That accessibility creates particular problems when synthetic content involves deceased individuals who cannot possibly grant permission.
How Gen AI can jeopardise its purpose to serve humans Zelda Williams knows this reality intimately. The film director and daughter of actor Robin Williams, who died in 2014, has repeatedly asked people to stop creating and sharing AI-generated videos of her father. aimagazine. com 193