Chinese Influencer Sparks Controversy Over AI Avatar Broadcasting
A Chinese influencer sparked outrage among local netizens after it was revealed that they used an AI-generated avatar during a live 'mukbang' streaming broadcast without prior notice.
Chinese broadcast screen raising suspicion that Taiwanese influencer Chen Ilu used an AI avatar during a chicken feet mukbang live stream [Photo by YouTube capture]
According to The Guardian on the 6th (local time), Taiwanese-Chinese influencer Chen Ilu, active on the Chinese social media platform Weibo, used a deepfake avatar created with AI technology during a 15-hour live broadcast of eating chicken feet on September 15. The avatar in the video looked and sounded exactly like Chen Ilu, making it almost indistinguishable from the real person, but he did not disclose beforehand that he was using an avatar in the broadcast.
When viewers began to question whether it was realistically possible to chew chicken feet from early morning until late at night, a notice suddenly appeared at the top of the video stating, "For broadcast purposes only, not a real person." The Guardian reported that during the 15-hour broadcast, it remains unclear whether the real Chen Ilu appeared at all or how much of the broadcast featured the avatar.
After this fact was revealed, Chinese netizens expressed their anger. On Weibo, comments flooded in such as "Making money is really easy," "This is consumer deception," and "As AI face-swapping technology advances, it becomes easier for stars to make money. They can just sit in their villa enjoying the air conditioning while making the avatar do the work." It was reported that Chen Ilu’s Weibo subscribers, which once numbered around 90,000, decreased by more than 7,000 within a few days.
Chinese broadcast screen raising suspicions that Taiwanese influencer Chen Ilu used an AI avatar during a chicken feet mukbang live stream [Photo source=YouTube capture]
According to The Guardian, several companies producing AI avatars have recently emerged in China. The American technology media outlet MIT Technology Review explained, "As technology advances, the cost of producing AI avatars has become cheaper," adding, "Basic avatar production costs 8,000 yuan (approximately 1.43 million KRW), while more sophisticated and detailed avatars are two to three times more expensive."
Reports state that with just a one-minute video of the original person, AI can be trained to create an avatar. The completed avatar can naturally perform lines and actions according to a set script. Furthermore, avatar production companies can use big data to write live broadcast scripts, and high-performance avatars can even engage in real-time chat with viewers.
As a result, influencers only need to decide on the products and prices to be sold during the live broadcast and review the scripts written by big data, instead of writing scripts and hosting the broadcast themselves.
According to global market research firm iResearch, live streaming channels in China currently have a massive market with over 700 million subscribers. Chinese influencers are using avatars during late-night or early-morning hours to broadcast 24-hour live streams.
As the number of influencers using avatars increases, the Chinese government announced a draft guideline on the use of generative AI technology on the 11th of last month. The guidelines include requirements to obtain written consent for biometric data collection from the person who is the original source of the avatar, but do not include directives to disclose that avatars are used in content. The Guardian reported that confusion is expected to continue for the time being.
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