AI incident #1304 ·
Whirlpool Reportedly Used AI-Altered Footage of North Carolina State Senator DeAndrea Salvador in Brazilian Advertisement
What happened
An advertising campaign created by DM9, a São Paulo–based subsidiary of Omnicom Group, for Whirlpool's Brazilian brand Consul reportedly used AI to alter footage from a 2018 TED Talk by North Carolina State Senator DeAndrea Salvador. The video reportedly modified her voice, statements, and slides to reference Brazilian energy data without her consent, appeared in an award-winning commercial, and later prompted a lawsuit alleging unauthorized use of her likeness and reputational harm.
Only the incident metadata is stored here. The underlying news reports are on the AI Incident Database (CC BY-SA 4.0); use the links above to read them.
News reports (2)
Coverage catalogued by the AI Incident Database. Titles link to the original publisher; the text is not reproduced here.
Who was involved
- Alleged deployer
- Dm9, Omnicom Group, Whirlpool, Consul
- Alleged harmed party
- Deandrea Salvador, General Public, General Public Of Brazil, Epistemic Integrity, Cannes Lions International Festival Of Creativity, General Public Of North Carolina
Classification (MIT AI Risk Repository taxonomy)
- Risk domain
- Malicious Actors & Misuse
- Risk subdomain
- 4.3 Fraud, scams, and targeted manipulation
- Causal entity
- AI
- Intent
- Intentional
- Timing
- Post-deployment
- Harm level
- —
- Sectors
- —
- Countries
- —
Risk entries describing this failure mode
Entries from the MIT AI Risk Repository coded to subdomain 4.3.
- Impersonation/identity theft
"Impersonation/identity theft - Theft of an individual, group or organisation’s identity by a third-party in order to defraud, mock or otherwise harm them."
- IP/copyright loss
"IP/copyright loss - Misuse or abuse of an individual or organisation’s intellectual property, including copyright, trademarks, and patents."
- Dehumanisation/objectification
"Dehumanisation/objectification - Use or misuse of a technology system to depict and/or treat people as not human, less than human, or as objects."
- Defamation/libel/slander
"Defamation/libel/slander - Use of a technology system to create, facilitate or amplify false perception(s) about an individual, group, or organisation."
- Financial and business
"Financial and Business - Use or misuse of a technology system in a manner that damages the financial interests of an individual or group, or which causes strategic, operational, legal or financial harm to a business or...
- Cheating/plagiarism
"Cheating/plagiarism - Use of another person’s or group’s words or ideas without consent and/or acknowledgement."
- Cybersecurity
"LLMs may exacerbate cybersecurity risks in various ways (Newman, 2024). Firstly, LLMs may significantly amplify the effectiveness of deceptive operations aimed at tricking people into disclosing sensitive information or...
- Domain-Specific Misuses
"Improvements in LLMs may exert greater pressure to apply LLMs to various domains, such as health and education (Eloundou et al., 2023). Crude efforts to use LLMs in such domains, however, may incur harm and should be di...
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