Celebrities are increasingly turning to artificial intelligence to create digital copies of themselves for use in marketing campaigns. This is reported by Tech News Outlet with reference to The Wall Street Journal report.

This approach gives them more control over their appearance and more flexibility in the deals they can make. On the other hand, brands can use digital doppelgängers in ways they couldn’t use stars – such as changing their appearance or forcing them to perform feats that real celebrities aren’t capable of.

This trend is actually changing the face of celebrity advertising. For example, world football star Neymar appeared as a 3D avatar generated by artificial intelligence at the Puma event, where the brand’s new product line was demonstrated. The avatar was created using the MetaHuman program.

The trend also affects the fashion industry. For example, supermodel Eva Herzigová recently presented a virtual version of herself that can defile on the catwalk at online shows. Ownership of the virtual version belongs to her and her agency, not the brand or photo studio.

However, all this raises some concerns, particularly in matters of legal ownership. So the tech, marketing, and entertainment industries must eventually develop some form of a standard check to protect celebrities and consumers who might be duped by fakes.

We will remind you that recently The European Parliament adopted a bill known as the Artificial Intelligence Act that imposes new restrictions on what are considered the riskiest uses of the technology.