Tech YouTuber Marques 'MKBHD' Brownlee has spoken out publicly regarding his displeasure with one company due to their decision to use an AI-generated replica of his voice in its advertisements without permission. Brownlee took to social media on October 14, 2024, labeling the action "scummy" and "shady." According to him, such companies are using technology via AI in order to utilize other peoples voices, including influencers, and never pay the price.
said:
"It's happening. There are real companies who will just use an AI-created rip of my voice to promote their stuff. And there's really no repercussions for it other than being known as this scummy shady company that is willing to stoop that low to sell some product"
While AI-generated material has exploded since 2022, growing concern is coming forth over people's ethical use of AI, especially when mimicking known personalities. Brownlee said he's seen problems like this before-most notably an AI-powered chatbot using his name and likeness without permission earlier this year.

It does not help when sites such as YouTube now begin adopting policies that will help content creators become more capable of reporting instances of unauthorized AI content as the technology gains mainstream appeal. Brownlee, however, still stands under a greater issue that content creators are at war with AI over identification and work appropriation.