EMOLVA CEO Seiichi Sakakibara's Commentary on Kenjiro Tsuda's TikTok Lawsuit Hits 1 Million Views: Addressing Ethics in the Generative AI Era

EMOLVA Inc. (Headquarters: Shibuya, Tokyo; CEO: Seiichi Sakakibara), a company specializing in comprehensive SNS marketing and account management for platforms like Instagram, TikTok, X, and YouTube, announced that a video featuring CEO Sakakibara’s professional analysis of the high-profile lawsuit filed by voice actor Kenjiro Tsuda against TikTok (Tokyo District Court) regarding AI voice cloning has exceeded 1 million views on TikTok.

■ Background: Rapid AI Adoption and New SNS Risks
With the rapid evolution of generative AI, anyone can easily create high-precision audio and video. Consequently, cases of unauthorized imitation of celebrities' voices and faces spreading on social media, leading to legal and ethical issues, are surging.
In the viral video, CEO Seiichi Sakakibara, a veteran in SNS marketing and an anime enthusiast, addresses Tsuda's request for the removal of AI-generated content. He emphasizes that this is not merely about 'sounding similar,' but about the unauthorized replication and consumption of a voice—the core of a performer's life work—without consent.

■ Three Key Issues and Platform Challenges
The video explains the impact of this trial on the creative industry through three points:
1. Publicity Rights: As voice becomes a professional asset, unauthorized AI replication is a critical threat. The trial marks a turning point in defining legal boundaries for voices, similar to faces or singing voices.
2. Technology vs. Unauthorized Use: The issue is not AI itself, but the lack of consent and respect. Sakakibara contrasts this with positive examples like voice actor Yuki Kaji’s official AI projects, criticizing the trend of using AI solely for 'virality' without permission.
3. Platform Responsibility: The trial highlights the extent to which platforms like TikTok should be held accountable for detecting and removing unauthorized content posted by anonymous accounts, which will influence future SNS regulations.

■ Comment from CEO Seiichi Sakakibara
'We received deep and calm feedback from users, creators, and corporate managers. As a marketer and an anime fan, I feel strongly that we must protect the rights of creators. Businesses must move beyond the 'anything for a buzz' mindset and prioritize high literacy regarding ethics, copyright, and portrait rights. EMOLVA will continue to stay ahead of trends and risks to provide clean, effective SNS strategies.'