AI换脸明星带货 "杨幂、热巴"遍布直播间 涉侵权欺诈
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随著技术的发展,AI换脸愈发逼真自然,这项技术开始被部分商家用在网购直播间里,冒充明星直播带货。
“杨幂”同时现身多个直播间,“迪丽热巴”“佟丽娅”高喊“321,上链接!”据央视报道,仅需3.5万元(人民币,下同)购买实时换脸模型,就可将这些明星们“请”到直播间。但商家的这种行为,不仅侵犯明星肖像权,还涉嫌欺诈消费者。
据报道,使用实时换脸模型时主播形象可以随意替换,而且不论使用者变换表情,或是改变动作,五官动效都顺滑自然毫无延迟。利用技术,部分商家开始将主播换脸明星,希望借明星的影响力,吸引粉丝和消费者购买产品。
业内人士指出,“数字人”直播是行业新趋势,但因研发成本较高,AI换脸成了数字主播的平价替代品,但换脸明星的行为可能涉嫌欺诈和侵权。
根据1月起实施的《互联网信息服务深度合成管理规定》,使用 AI
换脸技术或合成人声服务时,应有显著标识,以免公众混淆。此外,未经明星同意使用其肖像直播带货,可能侵犯了明星的肖像权和隐私权。
法律人士也指出,商家使用 AI
换脸技术进行直播带货属于故意告知消费者虚假情况或故意隐瞒真实情况,已经构成欺诈。建议消费者在观看直播时要保持理性,不要轻信虚假宣传,避免上当受骗。
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