AI incident ·
Whirlpool Reportedly Used AI-Altered Footage of North Carolina State Senator DeAndrea Salvador in Brazilian Advertisement
In brief
An AI system built by Deepfake Technology Developers and Synthetic Audio Generation Technology Developers and deployed by Dm9, Omnicom Group and 2 others allegedly harmed Deandrea Salvador, General Public and 4 others.
- Risk domain
- Malicious Actors & Misuse
- Occurred
- Coverage
- 2 reports
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.
Laws that address this harm
Policy angle: Classified under Malicious Actors & Misuse (Fraud, scams, and targeted manipulation) in the MIT AI Risk Repository taxonomy; 5 recorded instruments address this use case.
- India DPDP Act
- Law on Artificial Intelligence (2025)
- Law No. 132/2025 on artificial intelligence
- EU AI Act
- Texas Responsible AI Governance Act (TRAIGA)
Matched from the record's risk domain and country to the instruments recorded here. A reviewer can correct the match in the repository (data/external/incident_overrides.yaml).
News reports (2)
Titles link to the original publisher; report 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.
- Cheating/plagiarism
"Cheating/plagiarism - Use of another person’s or group’s words or ideas without consent and/or acknowledgement."
- IP/copyright loss
"IP/copyright loss - Misuse or abuse of an individual or organisation’s intellectual property, including copyright, trademarks, and patents."
- 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...
- 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."
- 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."
- Misinformation and Manipulation
"Recent studies have demonstrated that LLMs can be exploited to craft deceptive narratives with levels of persuasiveness similar to human-generated content (Pan et al., 2023b; Spitale et al., 2023), to fabri- cate fake n...
- 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...
Incidents in the same risk subdomain
- Italian Mediaset Journalist Safiria Leccese's Image Was Reportedly Used in a Purportedly AI-Generated Fake Loan Scam
- Scammers Reportedly Used AI-Cloned Daughter's Voice to Defraud Bay Area Mother in Fake Kidnapping Call
- Guelph, Ontario, Woman Reportedly Lost $14,000 in Purported Deepfake MrBeast Cryptocurrency Scam
- Purportedly AI-Recreated Clips from Beastie Boys' 'Sabotage' Video Reportedly Appeared in FBI Promotional Video Posted by Kash Patel
- Ahmedabad Aadhaar Fraud Racket Reportedly Used Purportedly AI-Generated Deepfakes to Change Businessman's Linked Mobile Number
- ChatGPT Was Reportedly Consulted on Body-Disposal and Concealment Questions Before and After University of South Florida Doctoral Students Were Killed
Source record: incident #1304 on the AI Incident Database · all 2 reports