Xiaomi's legal department couldn't sit still.
Produced by | Advertising Watch Author | Su Qin
"Mr. Lei, why have you been scolding people recently?"
For this questionable comment, Lei Jun replied with three expressions of "anger", helpless and with a hint of generosity that he didn't want to care.
Source: Lei Jun Weibo comment area
What's going on? Lei Jun, who has always been gentle and down-to-earth, how can he have anything to do with scolding?
The comment originated from a daily sharing Weibo comment area by Lei Jun, and the content of the post was that Mr. Lei invited netizens to share those unforgettable moments during the holiday on the last day of the National Day holiday.
However, looking at the content of several hot comments, it makes the second monk scratch his head.
"I was chased by AI and scolded for a holiday", "The most memorable thing is that you said you were going to drive su7 to kill me", "Those who use Xiaomi mobile phones to watch royal movies, I warn you", "Lao Tzu directly remotely controls and blows you up"......
These comments that do not match the theme of the blog post, as if they have been agreed, appear in Lei Jun's comment area, which seems to have nothing to do with each other, but in fact they are a little related.
Source: Lei Jun Weibo comment area
What the hell is going on? Let's listen to Su Qin one by one.
The reason for the incident is that a while ago, I don't know which netizen who likes to play abstract had a flash of inspiration and clone a video of complaining with Lei Jun's voice.
Maybe Mr. Lei has a huge amount of traffic and attention, and this video became popular in this way, and was immediately imitated by the majority of netizens.
Source: Screenshot of Douyin
Everyone used this AI voice to live in the short video, so that "Lei Jun" scolded on Douyin for seven days.
At the beginning of the National Day holiday, a series of videos of "Lei Jun's speech" appeared on the short video platform, covering many hot topics such as traffic congestion, holiday schedule adjustments, and game complaints about teammates.
Financial News Pro
, like 327
The opening is "I am Lei Jun", starting with zero frames, and then starting to spray.
Spray when you are stuck in traffic, spray when you are exercising, spray when you are eating, and play games.
Source: Douyin netizens
Although the content of these speeches is varied, the only thing they have in common is that they are very good at spitting fragrant mouths.
Most of the video dubbing is intense and contains vulgar language, some of which are intercepted from Lei Jun's previous speeches for grafting, and some are directly synthesized using AI technology. On the video screen is Lei Jun himself, and his voice is also his timbre, and even the accent of speaking and the habit of pausing are almost indistinguishable, making it unclear to netizens who don't know the truth from the false.
Source: Xiaohongshu netizens
At the beginning, netizens just played memes and complained, expressing their dissatisfaction with some uncivilized behaviors, and everyone may laugh and pass. But slowly, the content of some spoof videos has gone beyond the scope of memes, and has been suspected of rumors and intimidation.
For example, if you want to invest in the construction of such and such a university, donate to such and such a university, and like the netizens who ran to Lei Jun's Weibo comment area, they said that they wanted to use Xiaomi SU7 to kill such and so, and remotely control Xiaomi mobile phones to blow up such and such ......
At present, these videos are being gradually removed from the platform.
Although most of the videos are marked with the label "suspected of AI synthesis", young people who are familiar with the online ecology may also recognize the falsity at a glance. However, in view of Lei Jun's high popularity and extensive influence, there are still some netizens who mistakenly believe it to be true, which undoubtedly has a negative impact on Lei Jun and the Xiaomi brand.
Many "rice fans" called on Xiaomi's legal department to act as soon as possible to avoid being slandered by unnecessary rumors.
Lei Jun's own response to this matter is quite patterned. He reposted Wang Hua's Weibo, euphemistically expressing his hope that everyone would not take things out of context.
Source: Lei Jun's official Weibo
I have to admit that Lei Jun is really congenitally playing with the Holy Body, which may also be related to his people-friendly image. Mr. Lei did not refuse netizens to play memes, and even took the initiative to cooperate with netizens to land the stalks, forming a unique cultural symbol of the brand, so as to help the brand image penetrate into the hearts of consumers.
From the original "Are you ok" version of the UP main ghost animal of Station B was accepted by Lei Jun, he even bought the copyright of this song in the name of Xiaomi and set it to become the official ringtone of Xiaomi mobile phones; By last month, Xiaomi was reorganized and launched the "Are you OK" valve core cap periphery, which was really laughable.
The copy on the promotional page is also funny, "I'm OK, what about you?" "Directly to Lei Jun's face, I really dare (I guess Lei Jun can be played like this).
What's even funnier is that after the launch of this valve core cap, Lei Jun went directly to play with the stalk, and specially posted a post saying that owners with points can change to play.
Source: Lei Jun's official Weibo
Memes such as "Rebus" and "Are you OK" have been widely circulated on the Internet, becoming a hot topic of communication among young people, and also making the Xiaomi brand popular among young consumers.
Lei Jun does not refuse to play stalks, but he can't play any stalks.
For example, Lei Jun's AI voice, which caused controversy, involved serious infringements. If it causes a bad impact, Lei Jun and Xiaomi can completely hold the producer personally accountable.
Source: Weibo netizens
With the assistance of AI technology, it is becoming easier and easier to fake videos and voices, and after the proliferation of such videos, who can tell whether they have said or done it, and it is even more difficult to tell whether it is true or false.
Memes can indeed create a lot of interesting topics and content, and it is easy to spread and resonate among young people, but it can't be borderless and bottomless.
The misuse of AI technology has also sounded the alarm bell for the relevant authorities, and platforms need to strengthen supervision in this area to avoid damaging the positive image of public figures.