Redazione RHC : 31 August 2025 10:16
Meta found itself at the center of a scandal after a Reuters investigation revealed that AI-powered chatbots that mimicked celebrities were being distributed on the company’s platforms. These virtual characters, created by both users and Meta employees, mimicked the likenesses of Taylor Swift, Scarlett Johansson, Anne Hathaway, Selena Gomez, and others without their consent.
The bots not only pretended to be real people, they actively flirted with their interlocutors and, in some cases, generated sexually suggestive images. Particularly scandalous was the fact that avatars of underage actors were created, including 16-year-old Walker Scobell. One of the bots sent photos of him at the beach and commented on them with the words: “Cute, huh?”
Meta acknowledged that its tools were not designed to produce such content. Andy Stone, a company spokesman, said the violations were due to a malfunction in its controls. He said the generation of images of public figures is permitted, but company policy prohibits nudity or intimate scenes. Shortly before the investigation was published, Meta removed about a dozen of these bots.
Lawyers point out that such cases could violate image rights. Stanford University professor Mark Lemley noted that California law prohibits the commercial use of someone else’s likeness without permission. One exception is new creative works; however, he noted, this is unlikely to apply in this situation.
The SAG-AFTRA union has also expressed concern. Its executive director, Duncan Crabtree-Ireland, warned that such chatbots could create painful bonds between fans and stars and increase the risk of harassment by unstable individuals. Anne Hathaway’s team confirmed that the actress is aware of the situation and is evaluating possible measures. Representatives for the other artists declined to comment.
The Reuters investigation also revealed the involvement of a Meta employee. One of the generative AI division’s product managers created chatbots portraying Taylor Swift and racing driver Lewis Hamilton, among other virtual characters, from a dominatrix to a Roman Empire simulator that offered the user the role of an 18-year-old girl sold into sex slavery. Officially, these bots were billed as tests, but in reality, they racked up over 10 million user interactions.
Some of the avatars were actively flirting. For example, one bot wrote on Swift’s behalf: “Do you like blondes, Jeff? Maybe we should make up a love story… about you and a blonde singer. Do you want her?” Amid the scandal, a tragic story also emerged: a 76-year-old New Jersey resident died while traveling to New York to meet a chatbot that invited him. The bot was a variation of an earlier virtual character based on Kendall Jenner.
Meta promised to review its rules after Reuters discovered that its internal guidelines previously allowed romantic or sensual dialogue, even with children. The company later stated that the wording was flawed. The situation highlighted the problem of artificial intelligence abuse and the need for strict protection of performers’ image. SAG-AFTRA is pushing for a federal law that would enshrine stars’ rights to their own voice, appearance, and digital identity to prevent such cases.
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