Hollywood Agency Collaborates with AI Company to Protect Celebrity Likenesses from Misuse

A leading Hollywood agency has joined forces with the AI technology firm Veritone to revolutionize the way celebrities’ digital likenesses are stored and licensed. The Creative Artists Agency (CAA), known for representing a diverse roster of talents including sports professionals, actors, authors, and more, has unveiled the CAAvault—a cutting-edge platform designed to securely store a variety of digital assets like voices and likenesses.

The CAAvault empowers professionals to monitor how their images and voices are utilized, providing a transparent avenue for businesses to engage with the talents they represent. “Ethics-led and talent-friendly applications of emerging technologies, such as AI, are a top priority for our agency,” stated Alexandra Shannon, CAA’s head of strategic development. “By launching the CAAvault, we are innovating new methods to safeguard artists and their work.”

Veritone is no stranger to managing digital likenesses. Their advanced AI solutions, including the MARVEL.ai platform and Veritone Voice, have previously facilitated the creation and licensing of digital voices. Notably, these technologies have been employed by popular YouTube series like “Good Mythical Morning” to produce voice clones of its hosts, showcasing their versatility in the entertainment sector.

Shannon emphasized the importance of partnering with Veritone, noting, “This collaboration allows us to ensure the security of our artists' assets while promoting the responsible integration of AI in the entertainment industry.”

Sean King, Veritone’s general manager for media and entertainment, echoed this sentiment: “For nearly a decade, Veritone has been dedicated to advocating for ethical AI and robust data security. Our partnership with CAA underscores our commitment to using technology responsibly and for the greater good. Together, we aim to protect the interests of artists while setting new standards for ethical AI practices in the entertainment field.”

The introduction of the CAAvault is timely, as concerns among acting and voiceover professionals about the misuse of their likenesses by generative AI have heightened. High-profile incidents—such as the controversy surrounding the now-defunct George Carlin comedy special and the unauthorized use of Tupac’s voice in a track featuring Drake—have raised alarm bells about how easily AI can replicate an individual’s identity without consent.

In response to these trends, protective measures are beginning to take shape. Organizations like SAG-AFTRA are negotiating deals with television producers to restrict the unauthorized use of talent voices. Additionally, legislative support is evolving, exemplified by the ELVIS Act in Tennessee, aimed at safeguarding singers from unauthorized AI exploitation.

This innovative partnership and the ensuing discussions around ethical AI practices illuminate the critical intersection of technology and the entertainment industry, highlighting the need for protective frameworks as digital representation becomes an integral part of creative engagement.