Unauthorized AI-generated content may have cost Japanese celebrities and artists as much as ¥4.5 billion, according to a new study that highlights the growing financial impact of deepfakes and other artificial intelligence tools.
Research released last month by the Japan Publicity Right Protection Organization (JAPRO) found 43,483 suspected cases of AI-related copyright infringement during a two-month period beginning in June 2025. The nonprofit said the material generated an estimated 335 million views across social media platforms, creating major economic losses for people whose names, voices, and likenesses were used without permission.
The organization estimated the financial damage at ¥2 billion to ¥4.5 billion. The figure was based on the market value of licensing a person’s likeness or voice, along with the advertising value tied to the online view counts.
JAPRO said the real cost is likely much higher because the study only measured violations that researchers were able to identify. The group warned that the “actual financial losses might be significantly larger than the estimate,” suggesting that many unauthorized uses remain undiscovered.
The report identified several common forms of AI-generated copyright violations. These included creating live-action versions of anime by using images of celebrities without consent and generating the voices of anime characters to perform popular songs through AI voice technology.
The study also pointed to a lack of preparedness across Japan’s entertainment industry. Among 174 entertainment companies surveyed, only about 28% said they were fully or somewhat aware of the full extent of the damage caused by AI-related copyright violations. Many respondents said it was impossible to monitor every unauthorized use of their artists’ images and voices online.
Only 1.1% of companies reported having formal guidelines for handling these cases. About 52% said they were still considering how to respond, while the remaining companies had no plans in place at the time of the survey. Many businesses said creating effective policies on their own remained a significant challenge.
Growing concerns over AI-generated content have prompted action from Japanese authorities. Earlier this year, the Justice Ministry established an expert panel to examine possible legal responses and develop guidance for AI use in the entertainment sector as copyright and publicity rights become increasingly difficult to protect.
The issue extends beyond entertainment. Since December 2025, the Japan Fair Trade Commission (JFTC) has also been investigating how AI-powered search engines use news content without authorization, reflecting broader concerns about the impact of generative AI on copyright, intellectual property, and digital publishing.
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