Yoroku: AI voice imitation raises new questions over rights in Japan

The 1979 American film The Rose drew inspiration from the legendary rock singer Janis Joplin, who passed away in her 20s. Its lead actress, Bette Midler, sang the title track and was awarded a Grammy. The Rose has become a widely recognized song and was even utilized as the theme for a Japanese television drama. Many listeners are familiar with Midler's unique voice.

This distinctive vocal quality was the center of a legal dispute in the late 1980s. Ford Motor Co. intended to create a TV commercial using Midler's hit song Do You Want to Dance. After she declined to participate, the company sought a substitute with a similar vocal style and had the singer replicate Midler's singing. A U.S. court acknowledged that Midler's distinctive singing voice constituted a part of her identity and determined that imitating it without authorization was unlawful.

In Japan, where there had been no previous legal precedent on voice rights, a court has issued a groundbreaking ruling for the first time: a voice is considered a symbol of personality. This decision was made in a lawsuit filed by popular voice actor Kenjiro Tsuda, who requested the removal of videos that imitated his voice without consent.

The Tokyo District Court acknowledged that voices are also subject to legal protection. Impersonating a voice using artificial intelligence is significantly simpler than finding a singer capable of mimicking the likeness of Midler. An anonymous user who posted a "lustrous low-pitched voice" on a video-sharing platform likely anticipated that its appeal would garner a large following.

AI is rapidly infiltrating the entertainment industry as well. The traditional concept of copyright alone is insufficient to fully safeguard creators and performers. If unchecked, illegal content that can generate revenue could also hold streaming platforms accountable. As AI continues to make inroads into society, its implementation should be coupled with the protection of human rights.