The rise of the digital clones: How deepfake technology is transforming advertising

AI-generated deepfakes are a threat to celebrities, but some of them are embracing the technology and signing away their image rights to brands.

Lionel Messi, David Beckham, and Bruce Willis are some of the celebrities who have experimented with deepfake technology for advertising purposes.

 Deepfakes allow brands to create customized and persuasive messages featuring the digital likeness of celebrities, without their involvement or consent.

 The process of creating deepfake avatars is relatively simple and efficient, requiring only a few hours of capturing the facial expressions, movements, and voice of the talent.

 Deepfakes pose ethical and legal challenges for society, as they can erode trust, spread misinformation, and harm reputations

There is a lack of clear laws and regulations governing the protection of one’s image in relation to AI, leaving celebrities vulnerable to exploitation and abuse.

 Some celebrities may be motivated by money, fame, or curiosity to participate in deepfake technology, while others may be unaware of the risks and consequences.

 Deepfakes may also have an impact on the creative industry, as they could replace human actors and writers with AI bots, leading to a loss of jobs and artistic expression.

 Deepfakes are becoming more realistic and accessible, thanks to advances in AI and data availability, making it harder to detect and prevent them.