The Curtis incident is only the latest in the growing issue of AI being used to hijack celebrities' likenesses for various purposes. Earlier this year, award-winning actor Scarlett Johansson warned about the "immediate future of humanity at large" after a deepfake video using her likeness went viral.

After Jamie Lee Curtis asked Mark Zuckerberg to remove an AI ad with her for 'some bullshit that I didn't authorize' Meta pulled it down.