The right to one's own image (and voice) in the face of artificial intelligence

Abstract

The rise of artificial intelligence is increasingly evident and its permeability to all types of users, who no longer require specific technical knowledge in the field, is becoming more frequent with each passing day. As a consequence, Law is continually facing new challenges for which society demands a response. This paper studies one of these challenges, the one deriving from deepfake technology, in its collisions with personality rights, especially with the right to one's own image and the right to voice. The aim is to determine whether the legal system has, through Organic Law 1/1982 and the General Data Protection Regulation, the tools needed to deal with the illegitimate intrusions that may occur in these rights due to the use of this technology.