Skincare brand accused of using AI-edited versions of competitors’ imagery

An ABC News Breakfast investigation has unearthed multiple accusations the internationally-stocked brand BodyBlendz — which was once promoted by reality star Kim Kardashian on Instagram — has used imagery made for other brands without their consent.

One of its accusers, Sydney-based photographer Lucy Alcorn, believes the case demonstrates Australia needs stronger guardrails to protect creatives against a deluge of AI-generated content. She alleges several promotional images that appeared on BodyBlendz’s Instagram account had been copied from images she shot for another skincare brand, Luna Bronze, possibly using AI.

In a statement, Stil Suncare founder Tash Hagan said she was “genuinely mind-blown”, and particularly thrown by the fact BodyBlendz’s social media post appeared to include an AI-generated face with an uncanny resemblance to her own.

A UK sunscreen brand has also accused BodyBlendz of using images similar to its own, while an Australian reality TV star has claimed BodyBlendz used their picture without consent. Luna Bronze co-founder Maddy Balderson told ABC News Breakfast that a single shoot could cost the brand $30,000 to $50,000 — a large investment the small business had to carve out every year.

BodyBlendz has previously been accused of using an image of Married At First Sight participant Martha Kalifatidis without her consent in a stockist’s 2019 advertising brochure. University of Melbourne Associate Professor of Law Jason Bosland agreed with Alcorn the legal system would benefit from introducing small claims courts; while Luna Bronze co-founder Ms Balderson said she was also worried about the potential for AI-generated imagery to mislead beauty consumers.