USA Herald reports that LeBron James’s legal team has issued a cease-and-desist letter to an AI company responsible for generating a disturbing deepfake video. The video used the basketball star’s likeness to promote an unauthorised product, prompting allegations of false endorsement, right-of-publicity violations, and trademark infringement. According to USA Herald, the letter demands that the company remove the content and cease using James’s image in any AI-generated advertisements.

The article highlights broader legal implications as public figures confront AI companies over deepfakes and synthetic media. Lawyers argue that deepfakes can harm reputations, mislead consumers, and exploit personal images without consent. USA Herald notes that this case underscores the need for stronger regulations and underscores the importance of enforcing rights of publicity and privacy when AI-generated content crosses ethical and legal boundaries.