Montenegrin singer Bojan Marović has raised concerns over the misuse of artificial intelligence (AI) in advertising online gambling games, specifically the game “Chicken Road.” Short video clips featuring Marović have been circulating on social media, falsely depicting him promoting this online casino game without his consent. This situation highlights the potential dangers of AI technology in misleading the public and the urgent need for regulatory action.
In an interview with the local newspaper Pobjeda, Marović expressed his disappointment after discovering these videos several months ago. He revealed he received numerous messages from friends and fans expressing their disillusionment with the apparent endorsement of gambling. “When I watched the videos, the messages were horrendous because people know that I am a strong opponent of any form of gambling, even if it’s just playing dominoes for fun,” he stated.
The videos in question, generated using AI, show Marović encouraging viewers to invest €10 or €15 for a chance to win money easily through “Chicken Road.” He emphasized the serious implications of such misrepresentations, stating, “Imagine waking up to find that someone is using AI to promote content that can mislead people, endanger others, or compromise your life.” Marović firmly believes that being a public figure does not grant others the right to exploit his image for personal gain.
Marović noted that he has faced similar issues in the past due to the creativity of individuals attempting to misuse his likeness. Fortunately, he mentioned that his legal team intervened promptly, preventing any major fallout. Unlike many public figures who promote gambling, Marović insists that he does not condone such practices. “I don’t like luring people into easy money. I live honorably and honestly, and I have never wanted to be part of that world,” he explained.
He views the current situation as an attempt to tarnish his name and work. “I do not wish to participate in anything of this nature. My lawyers are now handling the matter, and I am leaving it to them to resolve it correctly,” Marović said. He further highlighted the risks associated with AI, asserting that it can be a trap, particularly in cases of identity theft or misuse.
The game “Chicken Road” operates within a category known as crash games, where players wager a certain amount and watch as potential winnings increase until a point where the game abruptly ends. Players must decide whether to cash out or risk losing their entire investment. The outcome of each round is determined by a computer using a random number generator (RNG), leaving players with no control over the results.
While “Chicken Road” itself is not inherently fraudulent, it can be legitimate if played on registered and licensed online gambling sites. Marović, however, does not support any form of betting and highlighted the prevalence of fake copies and unauthorized versions of the game on the internet. Many of these fraudulent applications are offered for download outside official stores, often in the form of APK files, which can lead to data theft, financial loss, or complete control over a device.
The advertising of such games has become increasingly problematic, especially with the rise of AI-generated videos and advertisements that utilize the likeness and voice of public figures without permission. As images and footage of celebrities are readily available online, AI software can create convincing yet false promotional messages. This practice currently exists in a legal gray area, as regulations in many countries, including Montenegro, have not fully adapted to the rapid evolution of AI technology and the associated challenges.
Marović’s case serves as a reminder of the urgent need for clearer regulations surrounding the use of AI in marketing and the protection of public figures’ identities. “Whoever dared to do this must be held accountable. The next steps are in the hands of my team, as this must come to an end,” he concluded.
