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Generative AI and sophisticated editing tools have shattered this model. Today, a photorealistic image of Tom Holland as the next James Bond—complete with correct lighting, lens flare, and a plausible call sheet—can be created by a single fan in 20 minutes. More dangerously, malicious actors can generate “exclusive” compromising images of a musician to extort a label, or fabricate a still from an unreleased Marvel film to manipulate stock prices. The entertainment industry, built on the economics of anticipation and intellectual property, faces an existential threat: If any image can be faked, then no leaked trailer, promotional still, or celebrity candid holds inherent value. The scarcity that drives fan engagement and media revenue evaporates.
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