Recently, AI deepfake challenge memes utilizing artificial intelligence technology have been spreading like wildfire. Examples include the ‘Unmarried & Single’ challenge originating from A2O Lite’s ‘NEON’ and the ‘Storm Challenge’ stemming from French music project GENER8ION and Swedish rapper Young Lean’s ‘STORM II’.
While traditional challenges involved directly mimicking the original source, a new trend has emerged where individuals use AI deepfake technologyβwhich realistically synthesizes or generates specific individuals’ faces, voices, and actionsβto overlay their own likeness onto existing music videos. This offers convenience as users can easily create personalized challenge videos simply by uploading a single photo, eliminating the need to memorize difficult choreography or put effort into filming.
Furthermore, as advancements in AI enable more sophisticated implementation, netizens are having fun creating content by synthesizing not only their own faces but also the photos of various celebrities.
However, as easily as anyone can now perform AI synthesis with a single click, excessive abuse and malicious cases are also on the rise. Alongside persistent issues with portrait rights infringement, the use of faces of deceased celebrities such as the late Lee Soon-jae has sparked controversies over ‘disrespecting the deceased.’
The scope of deepfake utilization in crimes has also expanded. Super Junior’s Kim Hee-chul confessed that he discovered an illegal gambling site advertisement synthesized with his face and voice, immediately reporting it to his agency out of fear, while actors like Kim Seon-ho fell victim to impersonation crimes demanding money using deepfake photos and videos, prompting warnings to fans.
In particular, girl groups are far from safe from the threats of sex crimes such as the synthesis of exposed images. Deepfake pornographic materials targeting girl groups are being systematically produced and distributed, causing severe damage. In June, a perpetrator who produced and sold deepfake videos targeting aespa members Karina and Winter for commercial purposes was sentenced to 2 years and 6 months in prison. SM Entertainment stated that most perpetrators who produced, distributed, and possessed illegal pornographic synthesized materials of their artists have been arrested and sentenced to up to 4 years in prison under the Act on Special Cases Concerning the Punishment, etc. of Sexual Crimes (Distribution of False Video Materials).
HYBE also filed a lawsuit against a netizen who committed deepfake crimes targeting NewJeans under its sub-label, resulting in a 3-year prison sentence, and continues legal responses regarding damage cases involving ILLIT and LE SSERAFIM.
The difference between ‘memes’ and ‘deepfake crimes’ using the exact same AI synthesis technology is razor-thin. We must never forget that what may begin as simple fun can easily cross the line and harm someone, acting as a double-edged sword.
