LeBron James has taken legal action against PlayVision Inc., the company behind the Bron AI sports betting app, for unauthorized use of his likeness and voice. An attorney for the basketball superstar sent a cease-and-desist letter to the company after a video advertisement featuring an AI-generated version of James went viral.
The advertisement did not show James' face directly but used his distinctive voice and likeness, including his back, visible tattoos, and signature walk. The jersey in the ad also bore the name "Bron" instead of "James," further referencing the athlete.
James, who has an exclusive endorsement deal with Polymarket, reportedly took issue with the use of his persona without authorization. While Luka Dončić's likeness did not appear in the specific advertisement in question, he and his team also reportedly raised concerns about how his image was portrayed within the Bron AI app.
The AI-generated clone mimicked James' physical attributes and vocal patterns with striking accuracy, leading to the legal challenge. The ad also captured James' distinct gait and swagger, adding to the uncanny resemblance. The most apparent difference noted was the AI version's hair, contrasting with James' current bald appearance.
PlayVision Inc. has not yet publicly responded to the cease-and-desist letter. The situation highlights the growing legal complexities surrounding the use of artificial intelligence to replicate public figures' identities.