- Jamie Lee Curtis confronted Meta CEO Mark Zuckerberg after an AI-generated ad misused her image and voice without consent.
- The manipulated ad used past interview footage to falsely show Curtis endorsing a product.
- Meta removed the ad following Curtis’s public complaint, highlighting rising concerns about unauthorized deepfakes.
On Monday, actor Jamie Lee Curtis publicly addressed Meta CEO Mark Zuckerberg after discovering her likeness was used without permission in an AI-generated advertisement. The incident occurred online when a manipulated ad appeared, misrepresenting Curtis as endorsing a product she had not approved.
According to Curtis, the deceptive advertisement used altered footage from a previous MSNBC interview originally conducted during the Los Angeles wildfires. Her speech was dramatically changed using Artificial Intelligence to promote an undisclosed item. Curtis explained on Instagram that this misrepresentation affected her reputation and personal integrity.
“This (MIS)use of my images… with new, fake words put in my mouth, diminishes my opportunities to actually speak my truth,” Curtis wrote in her public message to Zuckerberg after private attempts to reach Meta reportedly failed. By late afternoon, Curtis confirmed on Instagram that the ad was removed, posting, "IT WORKED! YAY INTERNET! SHAME HAS ITS VALUE!" Media outlets, including Variety, reported that Meta confirmed the takedown of the ad, though the company did not release a public statement.
Curtis is widely known for her roles in films such as John Carpenter’s "Halloween" and her Academy Award-winning performance in "Everything Everywhere All at Once." She has maintained a visible public presence throughout her career.
This episode comes amid broader concerns over the growing use of generative Ai technology to simulate the voices and appearances of real people without their knowledge or approval. In February, Israeli AI artist Ori Bejerano published a video featuring unauthorized AI-generated portrayals of Scarlett Johansson, Woody Allen, and OpenAI CEO Sam Altman. Scarlett Johansson spoke out against the video, stating, “I have no tolerance for antisemitism or hate speech…but I also firmly believe that the potential for hate speech multiplied by A.I. is a far greater threat than any one person who takes accountability for it.”
Artificial intelligence has also been used to create misleading content during news events. For example, fabricated images of the Hollywood Sign engulfed in flames and alleged mass looting spread on the social platform X (formerly Twitter) during the Los Angeles wildfires. Officials and fact-checkers were forced to clarify these were entirely false.
The incident underscores ongoing concerns about the impact of unauthorized deepfakes and AI-powered disinformation, especially when it targets high-profile individuals.
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