They make clear that nobody can use AI to create or distribute recognizable digital replicas of others without their consent, including cloned faces and voices. Such use constitutes an infringement of individuals’ rights, while using AI-generated faces or voices to spread false claims or damage an individual’s reputation can also result in legal liability.

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The guidelines also address algorithmic discrimination against consumers. Businesses that use algorithms to offer different prices or other transaction terms for the same goods or services without reasonable justification may be held liable if the practice causes harm to consumers.

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AI service providers can be held liable if they are notified that their systems have generated content that infringes a person’s rights but fail to take timely action.

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Impressive.