Eva Herzigová, Grimes, and Bruce Willis: The Future of Digital Celebrities

Digitized versions of artists, models, and celebrities are becoming the new-age virtual ambassadors for AI, but it comes at a cost. However, some forward-thinking artists are setting a new standard for themselves by retaining legal rights and control of their digital duos while maximizing their talent, music, and likeness.

For instance, virtual production company Dimension Studios and Unsigned Group have helped Supermodel Eva Herzigová create her digital twin, commonly referred to as a 'metahuman.' It can participate in various projects, and its images and virtual content can be reused for a price, from fashion activations to games and immersive experiences. Grimes, a musical artist, allowed her voice to be used by anyone, and she launched Elf.Tech, an open-source software that can replicate her voice.

Last year, Bruce Willis's likeness was used by deepfake company Deepcake without his consent. While the company faced backlash because of this, it emphasized that it does not have ownership rights of digital twins of celebrities.