What happens when a celebrity endorsement no longer requires the celebrity to show up?
AI recreations could allow a celebrity’s likeness to appear across languages, markets, personalized campaigns, interactive brand experiences, and future campaigns that extend a celebrity’s legacy.
For marketers, a celebrity’s likeness itself could become a scalable marketing asset, one that brands can localize, personalize, and reuse.
But if a digital twin can speak on someone’s behalf, brands will have to answer three questions clearly: Who consented? Is the message authentic? And does the audience know it is AI?
The future of celebrity marketing may depend not only on how convincingly brands recreate someone, but on whether consumers trust the recreation.
Where should brands draw the line?