AI, Likeness, and Talent Rights: What Performers Need to Know Now
Artificial intelligence is rapidly reshaping the entertainment industry — but for talent, the conversation is not primarily about technology.
It is about identity.
An actor’s face.
A performer’s voice.
A creator’s recognizable style.
These are no longer just artistic attributes. They are commercially valuable assets that can now be replicated, modified, and deployed at scale through generative AI tools.
As AI-generated content becomes more common across film, television, advertising, and digital platforms, likeness and voice protections in talent agreements are becoming essential — not optional.
Why AI Changes the Likeness Conversation
Historically, contracts addressed usage rights in relatively predictable ways:
Promotional use
Clip usage
Sequel and remake rights
Merchandising
Today, AI introduces entirely new possibilities:
Synthetic voice replication
Digital doubles
AI-assisted performance enhancements
Virtual brand endorsements
Training models on recorded performances
Without clear contractual language, talent may unintentionally grant rights that extend far beyond the original project.
The issue is not whether AI will be used in production. It already is.
The issue is whether the scope of use is defined, limited, and compensated appropriately.
The Rise of AI Voice and Digital Clones
Voice replication technology has advanced significantly. AI tools can generate new dialogue using an actor’s voice based on limited training data. Visual AI tools can create realistic digital doubles capable of performing scenes without the physical presence of the performer.
For actors, influencers, and public figures, this raises key legal questions:
Can a producer create new performances using prior recordings?
Is additional compensation required?
Does approval apply to synthetic content?
How long do those rights last?
Are the rights transferable or sublicensable?
These are no longer theoretical concerns. They are active negotiation points in film, television, and branded content deals.
AI and Influencers: A Parallel Shift
The creator economy is facing similar issues.
Influencers may be asked to:
License their likeness for AI-generated brand campaigns
Permit digital avatars
Allow brands to create synthetic versions of their content
Authorize perpetual usage across evolving platforms
In many cases, these requests are embedded in broad intellectual property clauses that were originally drafted before generative AI became widespread.
Creators who understand how their likeness and voice can be used in AI systems are better positioned to protect long-term value.
What Talent Contracts Should Address Now
While every deal is different, modern agreements should carefully evaluate:
Scope of AI usage rights
Whether AI training is permitted
Approval rights for synthetic content
Compensation for AI-generated exploitation
Term limits on likeness replication
Restrictions on sublicensing
Moral rights and reputational safeguards
Clear drafting does not block innovation. It creates structure.
Studios, brands, and production companies are adapting quickly. Talent should do the same.
A Proactive Approach to AI in Entertainment Law
The most effective strategy is not reactive litigation after misuse occurs.
It is proactive drafting before rights are granted.
AI will continue to evolve. Distribution channels will continue to expand. Synthetic media will become more sophisticated.
Talent who approach contracts with forward-looking language around likeness, voice, and digital replication will maintain leverage in an increasingly automated media environment.
The technology is moving fast.
Documentation must keep pace.
Artificial intelligence is evolving quickly, but your contracts should not leave room for uncertainty.
If you are an actor, creator, producer, or brand navigating AI-related rights, likeness protections, voice usage, or generative content provisions, proactive legal guidance can make a meaningful difference.
To discuss your concerns and questions, schedule a consultation with ELLA.
Protect your leverage before rights are granted — not after they are exploited.