AI is transforming how brands create content, but in many jurisdictions personal and publicity rights still apply regardless of whether an image is AI-generated or created by a human. This means brands could potentially face claims for unauthorised use when AI-generated models resemble real people, especially when campaigns are distributed across multiple territories where different laws apply.

Many consumers also prefer that brands remain conscious of the impacts of AI and only utilise the technology in the most responsible way. 

Our agency exists to address these issues. We represent real, contractually-cleared models whose likeness can be licensed for AI-generated commercial content, significantly reducing the legal and ethical liabilities of AI without sacrificing creativity.

We know that nothing can ever replace a real creative environment and we don’t anticipate that as the outcome with AI. Instead we envisage a future where traditional shoots and ai-technology coexist, where models have the option to complete bookings either in real life or via their properly-licensed digital double, ensuring models are augmented by technology but never replaced by it.