AI Recreates Stars: New Agency Partnership

Ogilvy, an advertising agency, and the CAA talent agency have announced a new partnership focused on creating advertisements using AI-generated digital replicas of celebrities. This collaboration aims to leverage the digital likenesses and intellectual property of stars for promotional content.

A new platform named Echo has been developed, which will enable marketers to create ads swiftly. This can be done to capitalize on viral trends like those on TikTok or for seasonal events. It also facilitates tailoring advertisements for different international markets.

This venture addresses concerns in Hollywood regarding the use of digital likenesses without consent or compensation. Actor Terry Crews highlighted the rapid advancement of AI and his personal experience with AI-generated versions of himself. He emphasized the need to get ahead of this technology and control its application.

Under the new agreement, celebrities will have to approve any AI-generated content featuring their likeness. The final advertisements will be clearly labeled, indicating that the celebrity both approved the ad and that it was recreated using artificial intelligence. This approach aims to ensure compensation and control for the talent involved.