The courtroom. A place of solemn pronouncements, hushed tones, and, apparently, now AI avatars. Last March, a New York appeals court got a glimpse of the future – or maybe a glimpse of a very awkward present – when a litigant, citing medical issues, opted to have his case argued by a digital doppelganger.
The Rise of the Avatar Advocate
Jerome Dewald, unable to physically appear, deployed an AI avatar, created using Tavus software, to present his arguments. The intention, Dewald claimed, wasn’t deception. He believed the avatar would simply present his case more effectively. However, the judges weren’t impressed. One justice, upon realizing the speaker wasn’t flesh and blood (or at least pixels-made-to-look-like-flesh-and-blood), reportedly expressed displeasure.
Transparency: A Novel Concept
Tavus, the AI video platform, emphasizes transparency. Their CEO, Hassaan Raza, argues AI video has the potential to democratize communication. Imagine, a world where AI coaches handle everything from public speaking prep to legal explanations, especially for underserved populations. But, he insists, this power comes with responsibility. Tavus claims to build in safeguards – watermarks, multi-step verification, and features that explicitly disclose when content is synthetic. Will this be enough?
The Regulatory Void
The Dewald case highlighted a glaring gap: courtroom protocol hasn’t caught up with synthetic tech. There aren’t rules for pro se litigants regarding AI disclosures. As Daniel Shin of the Center for Legal and Court Technology noted, this was “inevitable.” The system doesn’t guide those who don’t understand the limitations of AI. Arizona’s Supreme Court uses AI avatars, Daniel and Victoria, to summarize rulings. They’re clearly identified as AI, aiming for public understanding. The goal isn’t to ban avatars but to set expectations. Perhaps a small disclaimer hovering near the digital lawyer?
Marketing Morals: Lessons from the Bench
The implications extend far beyond the courtroom. For marketers, this is a cautionary tale: transparency is crucial. Disclosures aren’t optional extras; they’re fundamental. Trust, once lost, is harder to recover than a dropped gavel. Imagine an AI-powered sales assistant who knows your shoe size and favorite color. Potentially useful? Yes. Potentially creepy? Absolutely.
Guardrails and Guidelines
Raza envisions a future where AI video agents handle e-commerce, education, and more. He stresses that for AI video to play a meaningful role, it needs to be used responsibly and transparently. AI is arriving in every space we’ve created for humans. Sooner or later, it will ask to speak. It is critical to know who is really talking. Because nobody wants to be cross-examined by a chatbot.
One thing is certain, the line between helpful technology and deceptive trickery is becoming increasingly blurry, and the courts will need to get a handle on it fast.
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