Actor Will Smith's new video raises new concerns about AI use

Videos promoting actor Will Smith's concert tours are renewed concerns about how the use of AI can be used to create or exaggerate the appearance of enthusiasm for performers, products and services. (Photo by Manuel Genolet/Picture Alliance by Getty Images)

DPA/Picture Alliance via Getty Images

Videos promoting actor Will Smith's concert tours are renewed concerns about how the use of AI can be used to create or exaggerate the appearance of enthusiasm for performers, products and services.

A clip posted this month on Smith's official YouTube channel said, “A dense audience was shown waving in unison, chanting his name during the performance. However, some viewers and social media users quickly generated footage digitally, pointing to the uniform movement of glitches and repeated fans. It has been reported.

In the hands-on eyes of some observers, there is a clear clue that AI was used to create videos. “We were able to identify some scenes as real footage from his concert. But it appears that something has happened to the footage and it appears to be distorted. Distortion – The face that appears almost melts is similar to the distortion seen in generative AI videos.

There are no laws or regulations prohibiting the use of AI to create or manipulate images, but they do have blowbacks and drawbacks. “It's not unethical to use AI-generated viewers for promotional videos, but it has a long-term negative impact on Smith, especially when identified. This is because the judges of his actions feel that AI is not liked being used in this way.” “Consumers don't care about film, education, or medical AI. They are honest about its use and see it for positive use. They don't like being used in politics, commercials, or news because they consider it to be fraudulent and manipulative,” he pointed out.

“Double-edged sword”

The use of the AI-generated audience in Smith's promotional video was “a double-rimmed sword. When I saw this… I was wondering why the people in his PR didn't intervene. The relationship between Apple and Orange in public relations told me in an email message.

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

“I think it's a backlash [to the new videos] It's not about technology itself, it's about optics. Audiences expect reliability, not shortcuts. As a business leader, lessons are clear. AI should be used to enhance storytelling rather than replace the human element that builds trust. Transparency about when and how AI is used can prevent accusations of deception. In today's media environment, the fastest way to damage reliability is to appear to be forgerying your audience or inflated support,” says Philip.

AI helps make the actors appear more preferred or in high demand than they actually are, and they can create blowbacks when a deceit is published. “The size of a live audience can be seen as a proxy for how cool or popular a performer is. So, AI can feel like cheating to boost crowds at concerts, so you can sell more tickets at your next concert. Narvey, CEO and founder of Mind Meld, told me in an email interview.

Efforts to increase the impact of actors' performances are not news. Before the advent of the Internet and AI, adding pre-recorded laugh tracks was often practiced in radio and television comedies to send messages to listeners and viewers that the jokes and situations were humorous.

Best Practices

Don't be surprised to see more videos enhanced by Crowell & Moring Law Firm's AI expert and partner Matthew F. Ferraro. This includes telling viewers that rapidly evolving technology has been used. Paying ahead on what helps AI tell stories and create images, commercials and videos is an important way to help avoid or bias criticism.

“Disclosure of AI usage helps build trust with your audience [to] Avoid this type of dust up. In fact, creators may be considered innovators when using AI-generated content in a new (and transparent) way that pushes the boundaries of art. You may remember Billy Joel making a splash last year with a music video introducing the AI ​​generation. He did not hide his use of those tools. He spoke openly about it, and the public celebrated his creativity,” recalls Ferraro.

Honesty is increasingly important to the public, and those who try to fool people with fake images can pay a steep price at a lost point of reliability and trust, allowing for an increase in skepticism about their message, products and services. “Business leaders need to be aware that consumers have a higher degree of integrity. AI can be used, but it should be used in a way that informs consumers that they are AI in advance. It could be humor, fantasy ads, or other clever ads. The key is that the consumers will take it from the start.”

If a company gets blowback on how it uses new or evolving technologies such as AI, or become victims of it, it should explain and practice what it will address these scenarios in its crisis management plan. And the need to update those plans regularly is to ensure they are keeping up with new technologies.