CAA, one of the top talent agencies in Hollywood, is taking a proactive approach to protect celebrities from unauthorized use of their digital likeness through the use of AI protection services. The agency has partnered with AI tech company Veritone to create a virtual media storage system called “theCAAvault” where A-list talent can store their digital assets securely.
The rise of AI deepfakes, which are often created without consent, has become a growing concern for celebrities. Tom Hanks, a client of CAA, fell victim to an AI scam where his likeness was used in a promotional video without his permission. This incident highlights the need for better protection of celebrities’ names, images, and voices.
According to Alexandra Shannon, CAA’s head of strategic development, there has been a significant misuse of clients’ personal data without consent or proper compensation. The current legal framework is not equipped to address these issues, leading to numerous open lawsuits. To combat this, CAA’s solution allows clients to create and own their digital likeness within theCAAvault, providing a legitimate way for companies to work with them while protecting their rights.
Privacy concerns arise when creating digital clones due to the amount of personal data required. However, CAA’s system ensures that clients have full control over their assets and can grant access to authorized users only. This allows them to share and monetize their content as they see fit. Additionally, the vault ensures that actors and other talent are rightfully compensated when their digital likenesses are used by companies.
CAA believes that AI clones should be seen as an enhancement rather than a cost-saving measure. They view these assets as valuable and expect their value and opportunities to increase over time. The agency represents many high-profile clients such as Ariana Grande, Beyoncé, Steven Spielberg, and Zendaya, among others.
The use of AI cloning has sparked debates in Hollywood, with concerns about job opportunities for real actors and the unauthorized use of AI clones of deceased celebrities. However, when done ethically and with proper permissions, AI clones can be a sentimental way to preserve an actor’s legacy and recreate their performances for future projects.
Shannon emphasized that CAA takes a consent and permission-based approach to all AI applications and would only work with estates that own and have permissions for the use of these likeness assets. The agency aims to make theCAAvault available to all clients in the industry, although there is currently a fee associated with participating in the vault.
While the costs may be high initially, Shannon believes that over time, they will come down. The ultimate goal is to provide a secure and affordable solution for all clients in the industry, protecting their digital assets and ensuring their rightful compensation in an increasingly AI-driven entertainment landscape.
