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

The technology of deepfakes It 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 one step further and is starting to use images of anonymous people to create videos for companies with this technique without using actors, as explained on their website.

In order to do so, Hour One is looking for anonymous people who want to become role models for their 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 done, It is also loaded into the software and it is in charge of coordinating the audio with the movements of the model recreated with artificial intelligence., as reported by MIT Technology Review.

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

Every time the digital twin of one of these people is selected for a campaign or corporate video, the real one charges a small amount for image rights, a payment that is far less than what would be paid to a professional actor for acting.

The Israelis claim that 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.

The controversies

This use of deepfakes has already generated controversy among professional actors unions, according to MIT Technology Review. And is that interpreters point out that this tool will take jobs away from thousands of people who are not fortunate enough to work in Hollywood.

On the other hand, people who give up their image rights cannot decide whether or not to participate in a campaign, nor can they comment on the words that they are going to put in their mouthsIt is the Israelis who control the whole process and the models have no 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.