Keanu Reeves, the iconic star known for ‘John Wick’ and ‘The Matrix,’ has publicly voiced his strong disapproval of AI-generated deepfakes that exploit his image to endorse products without his permission, straightforwardly stating, “it’s not a lot of fun.”
Reports from July indicated that Reeves already employs a company called Loti, spending thousands monthly to have fake social media accounts on platforms like TikTok and Meta removed. The Hollywood Reporter further elaborated on this, revealing that Loti processes tens of thousands of takedown requests annually.
Known for his blockbuster roles and a somewhat mysterious personal life due to his minimal official social media presence, Reeves is reportedly one of the most frequently impersonated celebrities online. This unique combination makes him a prime target for digital fraudsters.
These scammers exploit this void by circulating fabricated images of Reeves, promoting various dubious products, disseminating political messages, and even establishing fake accounts to build rapport with victims before soliciting money. The emergence of generative AI has only made these deceptive practices more sophisticated and convincing.
During an interview on The Today Show to promote his Broadway role in ‘Waiting for Godot’ with Alex Winter, Reeves was questioned about an AI-generated wedding announcement featuring him and his partner, Alexandra Grant, which Grant had to debunk. Reeves, having only seen it when it was shown to him by the show’s staff, remarked, “We’re in that world, right?” When asked about the proliferation of AI versions of himself online, he acknowledged, “I think that’s happening to a lot of people.” His sentiment on the deepfakes was clear: “Well, I mean, it’s not a lot of fun, you know!” He humorously mimed answering a phone, adding, “It’s like, ‘Hey, are you really selling this product?’ No!”
This isn’t Reeves’ first time expressing concerns about AI. In a 2023 interview with Wired, he called deepfakes ‘scary’ and revealed that his film contracts specifically prohibit digital alterations to his performances. He emphasized the loss of artistic control, stating, “What’s frustrating about that is you lose your agency. When you give a performance in a film, you know you’re going to be edited, but you’re participating in that. If you go into deepfake land, it has none of your points of view. That’s scary. It’s going to be interesting to see how humans deal with these technologies. They’re having such cultural, sociological impacts, and the species is being studied. There’s so much ‘data’ on behaviors now.”
Reeves is far from alone in this battle. High-profile incidents include Tom Hanks warning fans in 2023 about an AI version of himself used in a dental plan advertisement, and Morgan Freeman thanking fans for flagging AI-generated voice imitations spread by someone impersonating his niece.
Most recently, in May of this year, Jamie Lee Curtis publicly urged Meta CEO Mark Zuckerberg via Instagram to remove an unauthorized AI-generated ad using her likeness for a product she described as “some bullshit that I didn’t authorize, agree to or endorse.”
Alexandra Shannon, head of strategic development at CAA, highlighted the growing apprehension among artists regarding this issue and called for stricter regulations to combat such misuse of AI.
Beyond fighting digital imposters, Keanu Reeves continues his prolific career. He recently made a cameo in the ‘John Wick’ spinoff ‘Ballerina’ and is starring in and producing a Netflix adaptation of ‘BRZRKR.’ ‘John Wick 5’ is also in development, though director Chad Stahelski is still figuring out how to reconcile its storyline with the ending of ‘John Wick 4.’