As AI gains the power to create anything from art to deepfake voices, ethical concerns grow.

Recently, the internet went wild over a TikTok trend where users transformed everyday videos into magical Studio Ghibli style animations using AI tools. It was fun, nostalgic, and visually stunning, but it also sparked a big debate: is it ethical to use AI to mimic someone’s signature style without permission?

This is just one example of a broader conversation happening around Generative AI (GenAI), the technology now capable of creating everything from images and music to entire stories with minimal human input. While these tools offer endless creative possibilities, they also raise serious ethical questions. When AI can create anything, what should be off limits?

According to Gartner, more than 80 percent of creative content is predicted to be AI generated by 2026, a massive leap from just 5 percent in 2022. With this explosion in AI creativity comes a growing sense of unease. Should we, for instance, be allowed to use AI to replicate a famous artist’s style without permission? Or create deepfake performances of people who are no longer around to give consent?

The use of deepfakes and AI generated voices is already shaking up the entertainment industry. While this technology has been used to digitally resurrect actors in films, it is also raising red flags. A 2023 YouGov survey found that 62 percent of consumers felt uncomfortable with the use of deepfakes in media, citing concerns about deception and authenticity.

And it is not just about artists. AI can now clone voices so accurately that fraudsters have begun using it in scams. In one high profile case in 2019, a deepfake of a CEO’s voice was used to trick a company into transferring hundreds of thousands of dollars. As AI advances, these types of impersonations will only become easier and more convincing.

Governments are beginning to respond. Recently, China introduced rules requiring watermarks on AI generated content, and the EU is considering legislation to regulate AI use. But it is not just about laws, it is about fostering a culture of responsible innovation. We must strike a balance between technological advancement and ethical responsibility.

So, what is the path forward? AI generated content should be clearly labeled, and creators should have the ability to opt out of having their work used to train AI models. There should also be systems in place to ensure that people give informed consent before their likeness or voice is used.

At the end of the day, we are at a crossroads. Just because AI can create something does not mean it should. We need to establish clear ethical guidelines that ensure AI is used for good while respecting the rights of creators and individuals everywhere.

— Rabab Zehra, Executive Editor at TECHx Media

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