Bojan Marović, a well-known singer from Montenegro, has raised concerns about the misuse of artificial intelligence in online gambling advertisements. He recently discovered that his likeness was being used without his consent in promotional videos for the online casino game “Chicken Road.” These videos suggest that viewers can easily earn money by investing in the game, which Marović vehemently opposes.
In an interview with the newspaper Pobjeda, Marović expressed his dismay upon learning about the situation just a few months ago. He received numerous messages from friends and fans who were disappointed to see him associated with gambling. “When I looked at the messages, they were terrible,” he said, emphasizing his role as a public figure and a vocal opponent of gambling in any form.
The controversial video, generated using AI technology, features Marović encouraging people to invest between €10 and €15 to play “Chicken Road.” He described the experience as alarming, highlighting the potential dangers of AI-generated content that can mislead individuals and put them at risk. “Imagine waking up to find that someone has used AI to present misleading information that could endanger others,” he explained.
Legal Action and Personal Principles
Marović has faced similar issues in the past, where individuals misrepresented his image for personal gain. Fortunately, his legal team was able to address those situations before they escalated. He clarified that unlike many celebrities who promote gambling, he has consistently refused to endorse such activities. “I do not want to lure people into easy money,” he stated. “I live with dignity and honesty, and I have never wanted to be part of that world.”
He believes that the current situation is a deliberate attempt to tarnish his reputation and that of his work. “This should not be expected from me,” he said, asserting that he has entrusted his legal representatives to handle the matter appropriately. “As a musician, I leave the legalities to my lawyers. For now, everything is proceeding as it should.”
Marović pointed out that AI can pose significant risks, particularly concerning identity theft and unauthorized promotions. “The technology allowed someone to misuse my image for advertising,” he said. “Whoever dared to do this must be held accountable. Further steps are up to my team, as this must come to an end.”
The Risks of AI-Generated Content
“Chicken Road” is an online casino game categorized as a crash game, where participants wager a specific amount and watch their potential winnings grow. The game ends abruptly, requiring players to decide whether to withdraw their money or risk losing their entire investment. The outcome is determined by a computer program utilizing a random number generator, meaning players cannot influence the result.
While the game itself is not inherently fraudulent, it can be if offered on unregulated platforms. Marović does not support any form of gambling, and he warns of numerous fraudulent copies and unauthorized versions available online. Many of these are disguised as downloadable applications outside official stores, often leading to data theft or financial loss.
Recently, the use of AI-generated videos and advertisements, particularly those employing deepfake technology, has surged. These often feature public figures without authorization, crafting convincing but entirely false promotional messages. As images and videos of public personas are readily accessible online, AI software can easily produce misleading content. This practice currently exists in a legal gray area, as laws in many countries, including Montenegro, have yet to adapt to the rapid advancements in technology and the challenges it presents.
Marović’s situation serves as a reminder of the ethical implications surrounding the use of artificial intelligence in media and advertising. As technology continues to evolve, the need for robust regulations becomes increasingly urgent to protect individuals from exploitation and misinformation.
