Montenegrin singer Bojan Marovic is voicing his concerns over the misuse of artificial intelligence (AI) in promotional content. He recently discovered that his likeness was used without consent to advertise the online casino game “Chicken Road,” raising significant ethical and legal questions surrounding AI-generated content.
Short video clips featuring Marovic have circulated widely on social media, misleading viewers into thinking the singer endorsed the game, which he vehemently opposes. In an interview with the Montenegrin news outlet Pobjeda, Marovic expressed his shock at the situation, having only learned of the videos’ existence a few months ago. He described the responses from friends and family as “devastating,” as they were disappointed to see him associated with gambling, a practice he actively campaigns against.
AI Misuse Raises Ethical Concerns
Marovic explained that the AI-generated video depicts him encouraging viewers to invest €10 or €15 to easily earn money through the game. “Imagine waking up to find that someone has used AI to spread misleading information that could endanger others or misrepresent your character,” he stated. The singer highlighted the potential dangers of AI, emphasizing that public figures should not be misrepresented for personal gain.
This isn’t the first time Marovic has faced issues stemming from unauthorized use of his image. He noted that he has encountered similar problems previously but was fortunate that they did not lead to negative outcomes for him, thanks to his legal team’s swift actions.
Unlike many public figures who promote gambling, Marovic firmly rejects such endorsements. “I don’t want to lure people into easy earnings. I live honorably and honestly, and I have never wanted to be part of this world,” he said, emphasizing his commitment to maintaining his integrity. Despite being offered large sums to endorse gambling, he remains steadfast in his principles, stating, “My values are not for sale.”
Legal Action Against Misrepresentation
Marovic believes that the unauthorized use of his likeness in this manner is an attempt to damage his reputation and tarnish his career. “This is not something I will tolerate. My legal team is currently addressing the situation to ensure it is resolved properly,” he confirmed. He reiterated his role as a musician, leaving legal matters to professionals in that field.
He warned that AI could indeed be a trap, especially when misused or when personal identities are stolen. “It is alarming that someone has exploited this technology to promote and misappropriate my image. Whoever dares to do this must face the consequences,” Marovic concluded.
“Chicken Road” is categorized as an online casino game, specifically a “crash game.” Participants invest a certain amount of money while tracking potential earnings that can either increase or abruptly end. Players must decide when to withdraw their money or risk losing their entire investment. The game’s outcome relies on a random number generator, making it unpredictable and risky.
While “Chicken Road” itself may not be inherently fraudulent, it can be regulated and lawful if offered on licensed platforms. Marovic, however, does not support any form of gambling, especially given the prevalence of counterfeit versions of the game online. He highlighted the dangers associated with downloading unofficial apps, particularly those offered outside authorized stores, which can lead to data theft or loss of control over devices.
In recent times, the use of AI-generated videos and advertisements featuring public figures without their consent has become increasingly common. Such practices often exist in a legal gray area, as many countries, including Montenegro, have yet to establish comprehensive regulations addressing identity theft and misuse associated with rapidly evolving technologies.
As the conversation around AI and its implications continues to grow, Marovic’s experience serves as a critical reminder of the potential dangers posed by technological advancements when ethical considerations are overlooked.
