{Disarmed} Wanted people who sell their image for advertising deepfakes: this Israeli company makes ads without actors with artificial intelligence

Deepfake technology has incredible potential to change the world of audiovisual advertising, as we could already see with the famous Cruzcampo commercial that digitally revived Lola Flores last January. Now, the Israeli company Hour One has gone a step further and is beginning to use images of anonymous people to create videos for companies with this technique without using actors , as explained on their website .

To be able to do this, Hour One looks for anonymous people who want to become models for its deepfakes , records them making certain movements in high resolution and obtains a transfer of their image rights . With that information stored in their software, they only have to upload the text written by their clients for the tool to create a synthetic voice that coordinates with the mouth and easy expressions of the characters.

However, if the client is not satisfied with the synthetic voice, they also have the option of hiring an additional dubbing service, with which real actors voice the text. Once the recording is made, it is also loaded into the software and this is responsible for coordinating the audio with the movements of the model recreated with artificial intelligence , according to MIT Technology Review .

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Hour One explains that the people they select to star in their work do not have to be professional actors or models, since they do not need to act or walk , they simply have to gather a series of physical traits that interest them in order to have a varied portfolio in terms of sex , age and races. The software takes care of the rest.

Every time that the digital twin of one of these people is selected for a campaign or corporate video, the flesh and blood one charges a small amount in concept of image rights , a payment that is considerably less than that which would be made to an actor professional for acting.

The Israelis say they currently have about 100 models in their catalog and about 40 companies that use their services . Some use these deepfakes for advertisements and others for different company videos. For example, one of your clients is an online language school that uses Hour One technology to provide its students with lesson videos without the need for a real person to record them.

In xiaomist.com "Resuscitate" Lola Flores (or anyone else) to make announcements with deepfakes: this is what the law says

The controversies

This use of deepfakes has already generated controversy among professional actor unions, according to MIT Technology Review. And it is that the interpreters point out that this tool will take jobs away from thousands of people who do not have the fortune to work in Hollywood.

On the other hand, the people who give up their image rights cannot decide whether or not to participate in a campaign, nor can they comment on the words they are going to put in their mouths , it is the Israelis who control the whole process and the models do not have voice or vote. Of course, Hour One assures them that they will not work on certain campaigns, such as those related to politics, sex or gambling.

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The news They are looking for people to sell their image for advertising deepfakes: this Israeli company makes announcements without actors with artificial intelligence was originally published in xiaomist.com by Pablo Rodríguez .