Model Monique Jeremiah is a deepfake victim amid calls to clamp down on AI image theft

Australia's lack of protection against image theft has left victims exposed, including an Aussie model who was shocked after she discovered it online. SEE THE VIDEO

Companies stealing and distorting people’s images using AI should be subject to the same criminal legislation as deep fake porn, legal experts say.

As reliance on artificial intelligence grows, the number of images being reproduced online without the owner’s consent – and often in a derogative context – has exploded globally.

Lawyers say better protections must be introduced for those randomly waking up to find themselves the new face of an advertising campaign.

Founder of Diversity Models Monique Jeremiah found an AI version of herself was being used without her permission. Picture: Supplied.

BlackBay Lawyers Senior Associate Isabella Orlic warned that this isn’t uncommon.

“We have seen a disturbing increase in instances of AI being used to reproduce an individual’s likeliness without consent,” she said.

“The tools and technologies used have become much more accessible for everyday people to utilise, and our legal system is struggling to keep pace with each new advancement.”

“Whilst in some countries a Court will recognise publicity or ‘image’ rights, there is no such standalone protection in Australia.”

While images of an explicit nature are protected by criminal offences, Ms Orlic said that deepfakes in Australia – that aren’t of a sexual nature – are yet to receive the same regulation.

Luigi Mangione, accused of fatally shooting the UnitedHealthcare CEO Brian Thompson in New York City. Picture: AP

A Mangione lookalike appeared on the Shein website – the origin is unclear, it may have even been generated by artificial intelligence. Picture: Supplied

It comes as an AI version of Luigi Mangione, the accused killer of murdering UnitedHealthcare CEO Brian Thompson, broke the internet after it appeared on a Shien advert.

The internet once again went into frenzy over the 27-year-old after a digital version of him posed up for Chinese fashion giant, despite Mangione being behind bars.

Aussie Model and founder of Diversity Models Monique Jeremiah, 39, discovered that she was the latest victim of image theft after her friends sent her a misleading advert with her name and face in.

“It was a shock. whoever’s using AI has no idea how to use AI properly.”

“I actually can’t stand it, because it just so unnatural – and it’s taking people’s jobs across all industries.”

An AI-generated version of Monique Jeremiah was spotted on Instagram page Latent Indian, where they used her full name with a distorted image. Picture: Supplied.

Ms Jeremiah had no contact with the platform before seeing the post. Picture: Supplied.

The Gold Coast model – whose ethnic background is Portuguese and Malaysian – went viral during the pandemic after an interview with her gained international attention.

Instagram page Latent Indian posted Ms Jeremiah’s name and face without her permission in June – modifying the way she looked to appear older.

“I just always saw my face appearing, like on TikTok and then Instagram, then these sudden articles, and my face was being changed to make me look much older,” Ms Jeremiah said.

I wish they made me look prettier,” she joked. “I could probably get more bookings.”

Any image in the public domain is at risk of being used by companies.

BlackBay Lawyers Senior Associate Isabella Orlic warned AI identity theft is not uncommon. Picture: Supplied

Vogue recently got into hot water for using AI-generated models with critics slamming the move from the fashion bible as dystopian.

The jawdropping supermodels appeared in an a Guess advert but were lambasted for being more pixel than person.

AI generated fashion model company Botika said that as the prevalence of AI gains momentum, we’re just scratching the surface of the digital modelling world.

Guess used AI models in the campaign, which has appeared in Vogue and other magazines. Picture: Supplied

“Adoption is constantly exponentially accelerating but it’s just the tip of the iceberg,” CEO and Co-Founder Eran Dagan said.

The organisation clarified that when digital modelling is used through legal channels, and regulated bodies, the misuse of anyone’s likeness is avoidable.

“None of our models are derived from real people, stock photos, or scraped internet content – each one is original by design, giving brands peace of mind that their content is safe, ethical, and identity-free.”

As AI blurs the line between creativity and exploitation, experts warn Australia is at risk of being left exposed with the law lagging behind the technology it’s intended to control.