The Creative Artists Agency (CAA), a top entertainment and sports talent agency, is pioneering AI protection services for celebrities in Hollywood. This initiative aims to safeguard digital likenesses from unauthorized use.
Secure Digital Asset Storage with “theCAAvault”
To counter the unauthorized use of digital likenesses, CAA has developed a virtual media storage system. This system is designed for A-list talent, including actors, athletes, comedians, directors, and musicians. It allows them to securely store digital assets such as:
- Names
- Images
- Digital scans
- Voice recordings
This storage system is part of “theCAAvault,” where talent can record their bodies, faces, movements, and voices using advanced scanning technology to create AI clones.
Partnership with Veritone for AI protection services
CAA has partnered with AI tech company Veritone to provide a robust digital asset management solution. This partnership enhances the security and management of digital assets stored in theCAAvault.
The launch of these AI protection services comes amid a surge in AI deepfakes of celebrities, often created without consent. For instance, Tom Hanks, a prominent actor represented by CAA, was involved in an AI scam where his likeness was used without permission to promote a dental plan.
Setting New Standards for AI Consent
CAA’s head of strategic development, Alexandra Shannon, emphasized the importance of consent-based AI use. She stated, “Our view has been that the law will take time to catch up. By creating and owning their digital likenesses, our clients can now protect their rights more effectively.”
Creating AI clones requires significant personal data, raising privacy concerns about the potential misuse of sensitive information. CAA ensures that only authorized users can access stored digital doubles, allowing talent to share and monetize their content securely.
TheCAAvault also guarantees rightful compensation for talent when their digital likenesses are used. Shannon noted, “All these assets are owned by the individual client, granting them complete control over access and business models.”
Impacts on the Entertainment Industry
The use of AI clones has sparked debates in Hollywood. Some fear it may reduce job opportunities, as studios might opt for digital clones over real actors. This issue was central to the 2023 SAG-AFTRA strikes, leading to new guidelines on the use of digital replicas.
There are concerns about unauthorized AI clones of deceased celebrities. While some see it as a way to preserve legacies, others, like Robin Williams’ daughter, find it disturbing. CAA’s approach focuses on consent and permissions from estates.
Currently, only a select few CAA clients are using theCAAvault. Shannon highlighted the goal to make this service available industry-wide, with costs expected to decrease over time.
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