They sold their likeness to AI — and regretted it

South Korean actor Simon Lee was stunned when he saw his likeness — at times as a gynaecologist or a surgeon — being used to promote questionable health cures on TikTok and Instagram.

He is one of scores of people who have licensed their image to AI marketing companies, and then ended up with the unpleasant surprise of seeing themselves feature in deepfakes, dubious adverts or even political propaganda.