Brands want creators’ AI likeness rights but contracts aren't keeping up
- May 18
- 1 min read
FORBES — Last month, YouTube Shorts rolled out new AI-powered avatar features that allow creators to generate videos using AI versions of themselves. At nearly the same time, TikTok superstar Khaby Lame was linked to a $975 million AI likeness deal that later drew industry scrutiny as questions emerged around whether the transaction had formally closed.
Taken together, the developments point to a rapidly emerging reality inside influencer marketing: creator contracts are no longer just about sponsored posts and content usage rights. They are becoming negotiations over digital identity, likeness rights and AI-generated content ownership.
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