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What brands should know before hiring a digital celebrity

AI ambassadors are making life easier for real-life talent and, potentially, the brands that want to hire them. But there are plenty of concerns around the lack of regulation for a new concept in marketing.
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Eva Herzigová’s digital twin.Photo: Dimension Studio

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In April, British singer-songwriter FKA Twigs informed American senators on an intellectual property Senate subcommittee that she used artificial intelligence to develop a deepfake version of herself. She trained her digital replica to imitate her personality and voice. The AI Twigs is expected to appear on social media later this year, freeing up the artist to focus on her art.