
What happened
A verified Instagram account called miagoth_ posted an AI-generated image of actress Mia Goth that spread widely, and Goth's representative Christine Tripicchio told The Verge multiple complaints were filed.
Why it matters
The account had over a million followers and appeared wiped as of Tuesday morning, but Tripicchio said it is 'incomprehensible' that the platform 'evidently prioritizes the dissemination of forged and manipulated images over the protection and integrity of a public figure's likeness.'
WHO IT HITSPublic figures and their representatives who rely on platform verification to protect their likenesses may find that Instagram's blue checkmark can instead lend credibility to AI-generated impostor accounts.
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The incident is not isolated. Entertainers have raised concerns for years about their likenesses being used to generate AI content. In 2024, Scarlett Johansson said OpenAI had used a soundalike for the voice of ChatGPT even after she declined to work with the company on the project. That same year, Taylor Swift endorsed Kamala Harris for president, saying AI-generated images of her posted by Donald Trump made her realize she needed to 'combat misinformation' around who she would be voting for.
Meta's approach to AI content on its platforms adds another layer. Rather than ban AI-generated content of real people, Meta has taken the approach of labeling some content created with generative AI. Photorealistic AI videos of people, for example, may require an AI label — but Meta's own rules include a carve-out that the label is not required for still images. AI-generated content featuring real people, including public figures, regularly racks up millions of views on Instagram, and Meta executives have signaled that AI-generated content will be a key part of how users engage on the company's platforms going forward.
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