""Now, these clauses are increasingly scrutinized as new AI tools for creators rapidly develop," he said. "Typically, we'd obtain full rights to the content produced; however, this""
Likeness clauses in creator agreements have shifted from boilerplate permissions for campaign assets to complex questions about ownership of AI replicas. Generative AI allows created likenesses to be reused and transformed into new forms, expanding what brands can do with creator content. Marketing departments are adopting AI quickly, with many brands already using or planning to use AI for creator marketing tasks. Creator agencies report that AI cloning capabilities have advanced faster than expected, making prior contract language insufficient. Clauses are increasingly scrutinized as new AI tools emerge, and rights to AI-generated content may not clearly cover ownership or usage of an AI version of a person.
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