LeBron James is drawing a legal line in the digital sand after an explosion of strange AI-generated videos featuring his likeness began to circulate on the internet. According to a report from 404 Media, attorneys representing the NBA icon have issued a cease and desist letter targeting an AI platform whose tech was used to create and spread these viral clips on Discord and other platforms.
While AI spoofs involving celebrities are nothing new, this particular set of videos took things to a surreal level. One clip that went viral on the Gram showed a digitally altered James appearing pregnant and being placed into an ambulance while saying, “come quick our baby is being born” to an AI version of Steph Curry. That clip alone reportedly garnered millions of views before being taken down.
At least three Gram accounts that shared the video have since been removed, according to 404. However, the video is still floating around on X. The person behind the AI tool publicly confirmed receiving the legal warning from James’ legal team, though the full content of the letter has not been released. It also remains unclear if Meta, which owns the Gram, has been directly contacted by James’ representatives.
James now joins a growing list of celebrities fighting back against unauthorized and often bizarre AI recreations. AI deepfakes have already been used to impersonate public figures like Elon Musk and Jamie Lee Curtis in scam ads or misleading content. In Curtis’ case, she recently called out Mark Zuckerberg by name, urging him to remove AI-driven fakes of her being used to promote false advertisements.
Unlike many deepfakes that are crafted to mimic endorsements or spread misinformation, the LeBron videos fall more into the realm of digital absurdity, designed for shock value and internet attention. But their spread still raises concerns about consent, identity, and the ongoing struggle for public figures to protect their image in the age of generative AI.
As a test, Engadget challenged a few leading AI platforms to see how easily such content could be made. While ChatGPT, Gemini, and Copilot initially refused to generate a pregnant version of James, Gemini eventually produced a seven-second video of James cradling a visibly pregnant belly after receiving a photo prompt. Meta AI reportedly had no problem generating similar imagery.
Though the videos may seem like harmless memes to some, and for the record we do not see them as harmless, James’ response makes it clear he is not laughing. With the rapid growth of AI tools and their accessibility, this incident highlights how difficult it may be for even the most powerful celebrities to shield themselves from digital distortions that blur the line between humor and harassment.