{"id":39652,"date":"2022-06-03T12:00:00","date_gmt":"2022-06-03T16:00:00","guid":{"rendered":"https:\/\/www.iposgoode.ca\/?p=39652"},"modified":"2022-06-03T12:00:00","modified_gmt":"2022-06-03T16:00:00","slug":"commercializing-the-personalities-of-the-dead-the-dangers-of-the-posthumous-market","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2022\/06\/03\/commercializing-the-personalities-of-the-dead-the-dangers-of-the-posthumous-market\/","title":{"rendered":"Commercializing the Personalities of the Dead: The Dangers of the Posthumous Market"},"content":{"rendered":"\n<hr \/>\n<p><em><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-37239 alignleft\" src=\"https:\/\/www.iposgoode.ca\/wp-content\/uploads\/2021\/05\/KakaoTalk_20200504_164738359-225x300.jpg\" alt=\"\" width=\"75\" height=\"100\" \/>Junghi Woo is a former IPilogue Content Manager, an IP Innovation Clinic Fellow and a 3L JD Candidate at Osgoode Hall Law School. This article was written as a requirement for Prof. Pina D\u2019Agostino\u2019s Directed Reading: IP Innovation Program course.<\/em><\/p>\n<hr \/>\n<p>In 2020, a South Korean television and radio network,\u00a0<a href=\"https:\/\/globalnews.ca\/news\/6550977\/mom-dead-daughter-virtual-reality\/\">Munhwa Broadcasting Corporation, released a documentary<\/a>\u00a0that revealed one family\u2019s journey in recreating their 7-year-old deceased daughter, Na-Yeon, through the technology of virtual reality (\u201cVR\u201d). VIVE Studios, a VR technology studio, used\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=uflTK8c4w0c&amp;feature=emb_title&amp;ab_channel=MBClife\">the child\u2019s voice, facial expressions, movement and appearance from past pictures and videos and the physical features of other similarly aged and shaped children<\/a>\u00a0to create this VR character.\u00a0\u00a0<\/p>\n<p>While this technology may not be as common in Canada, we should nonetheless consider the implications of introducing such innovations, especially when it involves minors. In fact, there exist several legal implications within Intellectual Property law (\u201cIP\u201d), such as the common law principle of personality rights.\u00a0<a href=\"https:\/\/www.canlii.org\/en\/on\/onca\/doc\/1973\/1973canlii574\/1973canlii574.html\">A personality right is a proprietary right to recreate one\u2019s self-identity using a person\u2019s name, likeness, image and personality.\u00a0<\/a>\u00a0In the case of Na-Yeon, her personality rights were used to recreate her VR persona.\u00a0<\/p>\n<p>In Ontario, there exists a lack of legislation regarding the protection of both non-celebrity minors\u2019 and adults\u2019 personality rights. This presents a concern with the growing posthumous market and the commercialization of personality rights and potentially, of individuals\u2019 digital assets used to \u201crevive\u201d the dead.\u00a0<\/p>\n<p>Such technology is not novel. For example,\u00a0<a href=\"https:\/\/www.theverge.com\/a\/luka-artificial-intelligence-memorial-roman-mazurenko-bot\">engineer Eugenia Kuyda \u201crecreated\u201d her deceased friend Roman Mazurenko<\/a>\u00a0through his past text messages with his friends and family members. By using artificial neural networks,\u00a0<a href=\"https:\/\/www.theverge.com\/a\/luka-artificial-intelligence-memorial-roman-mazurenko-bot\">Eugenia created a chatbot that imitated Mazurenko\u2019s texting responses to his friends and family<\/a>. The result was fairly accurate and allegedly helped Mazureko\u2019s loved ones\u2019 grieving process. Companies such as\u00a0<a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/02\/04\/chat-bots-reincarnation-dead\/\">Google<\/a>\u00a0already have a patent that could create a digital clone that embodies people\u2019s \u201cmental attributes\u201d.\u00a0<a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/02\/04\/chat-bots-reincarnation-dead\/\">UneeQ,<\/a>\u00a0a New Zealand-based software company, markets \u201cdigital humans\u201d for enhanced online customer service.\u00a0<\/p>\n<p>With Kanye West\u2019s gift to his ex-wife Kim Kardashian\u00a0<a href=\"https:\/\/www.nytimes.com\/2021\/07\/24\/style\/what-should-happen-to-our-data-when-we-die.html\">of a holographic recreation of her deceased father<\/a>, and a\u00a0<a href=\"https:\/\/www.businessinsider.com\/digital-end-of-life-care-companies-funeral-startups-business-booming-2021-10\">recent boom in the \u201cdigital afterlife<\/a>\u201d industry derived from the pandemic, the posthumous artificial intelligence market is not too far from our futures. Firms such as\u00a0<a href=\"https:\/\/www.nature.com\/articles\/s41562-018-0335-2.epdf?author_access_token=1yPB1nnNPFi_Uzv1X3GDf9RgN0jAjWel9jnR3ZoTv0OGxcwhqLZqghKhzF2WK68FyZo3IBavA2B476qFoHr1u3H_x5jrRP4jz5JQHQYOJ0X8LzzFOzTy57qE-aQud0SkaAN_h-pgt4WXLIay5ECijQ==\">Eterni.me and Replica<\/a>\u00a0offer online chat bots based on one\u2019s digital footprint to keep the bereaved to \u201cstay in touch\u201d with the deceased.\u00a0<\/p>\n<p>Along with significant privacy concerns regarding the collection and use of individuals\u2019 digital assets, the commercialization of such IP brings us additional questions regarding the safety of its target market. Mainly targeting grieving people, it is questionable as to whether companies will avoid exploiting the vulnerability of their emotional states and if they are able to deliver their services and products without risking their customers\u2019 mental health. Those who grieve may seek to reconnect with the deceased and companies can monetize this vulnerability not only through their products, but their targeted advertisements. The possibility of the bereaved becoming attached to these recreations is another danger to consider. Without proactive legislation, we leave not only the deceased unprotected but the bereaved as well.\u00a0\u00a0<\/p>\n<p style=\"margin: 0cm;text-align: justify\">The real question is, what would you risk to see your lost one once more?\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[3,280,60,15,167,124],"tags":[85,3762,418,4502,4503,4302],"class_list":["post-39652","post","type-post","status-publish","format-standard","hentry","category-blogs","category-innovation","category-ip","category-ip-innovation-clinic","category-personality-rights","category-technology","tag-ip-innovation-clinic","tag-junghi-woo","tag-personality-rights","tag-posthumous-market","tag-south-korea","tag-vr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commercializing the Personalities of the Dead: The Dangers of the Posthumous 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