Sharam Karo: Amul disowns ‘Cheesy’ AI-Generated fake ad

Amul has swiftly debunked an AI-generated image circulating online, featuring a fake cheese variant named ‘Sharam’.India’s iconic dairy brand, Amul, has found itself at the center of a misinformation storm as a fake AI-generated image of a peculiar cheese variant named ‘Sharam’ circulated online, causing confusion among some consumers.
Amul swiftly addressed the situation, dismissing the image as unauthorised and urging the public to remain vigilant.
The controversial image showcased a mustard-yellow packet with the familiar Amul logo, accompanied by the word ‘Sharam’ in a larger font, translating to "shame" in Hindi.
Amul’s Official ResponseIn a statement, the company denounced the image as a source of misinformation and clarified that it was not an authentic product. The company expressed concern about the potential spread of false information and called on the public to report any such instances directly to them.
Amul stated, "The creator of the post has made the creative and posted this without any authorisation from Amul. We notice in the post that the pack has been developed using AI and is using the Amul brand name poorly and is disparaging."
"We wish to assure you that the pack shown in this post is not Amul Cheese. This post has been used to create misinformation and spread unnecessary fear and concern among consumers," they added.

While the internet was quick to discern the fakeness of the image, Amul took proactive measures to dispel any lingering doubts.
The incident caught the attention of various individuals, including Paytm chief Vijay Shekhar Sharma, who responded with a light-hearted comment, "Sharam naam ki koi cheez nahi hoti hai (There is no such thing as shame)," playfully dismissing the notion of shame associated with the fake product.
This incident adds to the growing trend of AI-generated fake images causing confusion and controversy on social media platforms. Deepfake technology has previously targeted celebrities, creating misleading videos and images,
Amul’s proactive response aligns with its track record of addressing misinformation promptly. In a similar incident earlier this year, the dairy giant dispelled claims of fungus in its Lassi packs, categorically stating that the video was fabricated to spread misinformation.
Snapchat announces new AI-generated visuals feature, allowing users to create and share unique and often bizarre images. Users can trigger the AI by feeding in a prompt or keyword. Snapchat+ subscribers can enjoy the feature, along with other AI expressions like Generative AI Bitmoji Backgrounds and Chat Wallpapers. The platform also offers MyAI, a chatbot powered by OpenAI’s ChatGPT. CEO Evan Spiegel envisions daily conversations with AI as an integral part of Snapchat’s messaging service.

Published On Dec 21, 2023 at 07:27 PM IST

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