Model Alleges Peter Jackson Used AI to Lighten His Skin Without Consent
Nigerian-Australian model Elii Emeghebo claims the menswear retailer used an AI-altered version of his image in a storefront, lightening his skin and reshaping his features to appear more Eurocentric.
Emeghebo discovered the image two years ago in a Peter Jackson shopfront in Sydney. He described the altered photograph as looking like his "white twin."
"The changes were chosen by humans, not by AI." – Paloma Buhagiar Cole, Victoria's Young Workers Centre
The Allegations
Emeghebo is pursuing a complaint at the Australian Human Rights Commission, alleging racial discrimination and offensive behavior. His case centers on several key claims:
- Unauthorized alteration: Peter Jackson Australia used AI to modify his image without permission
- Racial discrimination: The edits lightened his skin tone and reshaped his facial features
- Unpaid usage: The original image was produced under a contract for digital channels only. He alleges he was not paid for the AI-generated version
Peter Jackson's Response
The retailer admitted using AI to alter the image but denied any discrimination.
A representative stated that the brand paid Emeghebo in full for the original shoot and used his unaltered images as agreed. They described the AI-assisted version as a "substantially transformed image" from the original campaign.
Industry Context and Legal Gaps
This case highlights a growing issue in the modeling and advertising industries. Other models have taken similar action against unauthorized AI use of their likeness, including:
- Francheska Pujols in New York
- A backlash against New Zealand brand Huffer
Jason Bosland, a University of Melbourne academic and lawyer, suggested Australia should consider legislating a right for individuals to control use of their image, similar to laws in US states. He noted that without such a right, models must rely on contract clauses or consumer law claims.
"Without a statutory right to control one's own image, models are left with limited legal options."
What Emeghebo Seeks
Beyond his individual complaint, Emeghebo is calling for industry-wide changes to address how AI impacts models and people of color. His case raises broader questions about consent, payment, and racial bias in the use of AI-generated imagery.