Your Likeness in the Age of AI

Deepfakes, digital replicas, and the fast-moving law of synthetic identity

Artificial intelligence can now manufacture a convincing version of you out of nothing: your face saying words you never said, your voice endorsing a product you never touched, your likeness in a scene you were never in. For an athlete whose identity is a valuable asset, this is both a new threat and, handled right, a set of new protections. The technology has outrun the law, and the law is racing to catch up. This guide explains why the older right-of-publicity law still applies but no longer covers the whole problem, the new wave of digital-replica laws, and what to do now, in your contracts and in response when your likeness is misused.

“Your identity is still yours, even when a machine can fake it.”

Brandon Leopoldus, Esq.