Is Meta Fueling Celebrity Impersonation With AI Chatbots?

News Desk

Islamabad: Meta is facing mounting criticism after a Reuters investigation revealed that its platforms hosted AI chatbots impersonating global celebrities such as Taylor Swift, Selena Gomez, Dua Lipa, Scarlett Johansson, and Anne Hathaway—without their consent.

The probe found that some bots flirted with users, claimed to be real stars, and even produced sexually suggestive AI-generated images, raising serious concerns about privacy, safety, and legality. In some cases, child celebrities, including 16-year-old actor Walker Scobell, were also impersonated, with inappropriate content generated at users’ prompts.

While many of the avatars were created by users through Meta’s chatbot-building tools, Reuters reported that at least three—including two Taylor Swift “parody” bots—were built by a Meta employee.

Meta acknowledges policy failures

Meta spokesman Andy Stone admitted that the company’s AI systems breached its own policies by producing intimate content and generating sexualized depictions of underage celebrities. He noted that while Meta allows AI tools to create images of public figures, sexually explicit material is prohibited.

The company removed about a dozen celebrity bots shortly before Reuters published its findings and said it is tightening enforcement and reviewing its AI guidelines.

Legal and safety concerns

Legal experts warn that Meta could face lawsuits over violations of publicity rights, especially in states like California, where laws protect individuals against unauthorized commercial use of their likeness.

Stanford law professor Mark Lemley noted, “California’s law prohibits appropriating someone’s name or likeness for commercial advantage. While the bots used celebrity images, whether it amounts to commercial use will be central to any case.”

A representative for Anne Hathaway confirmed she is aware of the issue and is considering legal action. Representatives for Taylor Swift, Johansson, and Gomez declined to comment.

Beyond the legal questions, the revelations add to growing anxieties over AI-enabled impersonation. Duncan Crabtree-Ireland, head of actors’ union SAG-AFTRA, cautioned that chatbots blurring lines between real people and digital replicas could fuel stalking and harassment.

An industry-wide challenge

The controversy extends beyond Meta. Reuters also found that Grok, an AI chatbot owned by Elon Musk’s company xAI, generated sexualized celebrity content. However, Meta’s case is drawing sharper scrutiny as it actively rolled out AI companions across Facebook, Instagram, and WhatsApp, making them widely accessible.

Lawmakers in the U.S. have already criticized Meta for past policies that allowed AI bots to engage in “romantic” chats with children—an issue that triggered a Senate probe and warnings from dozens of attorneys general.

As AI tools grow more sophisticated, analysts say Meta’s case could set the stage for landmark legal battles over digital likeness rights and the limits of tech companies in replicating human identities.