CMG Worldwide Calls for Ethical Guidelines on AI-Powered Digital Celebrity Likeness

Los Angeles, California – June 26, 2025 – CMG Worldwide, a premier global agency specializing in celebrity and intellectual property management, is issuing a cautionary alert—and offering guidance—as generative AI and digital twin technologies begin to redefine the entertainment landscape.

Drawing on over four decades of expertise in protecting the rights of cultural icons such as Elvis Presley, Maya Angelou, and Albert Einstein, CMG Worldwide is now advocating for clear ethical standards and legal frameworks concerning the use of posthumous likenesses in media powered by large language models (LLMs), voice cloning, and synthetic avatars.

“Technology can either honor a legacy or obliterate it,” stated Joey Roesler, a senior advisor at CMG Worldwide. “Our objective is not to impede progress. We are here to remind creators and developers that identity is a fundamental right, not merely an exploitable asset.”

A Novel Frontier with Significant Risks

Research from Statista and Deloitte projects that the global market for digital humans and AI-generated likenesses will reach $125 billion by 2030. From vocal performances to full-body portrayals, leading studios and emerging startups are now leveraging AI to simulate actors, both living and deceased.

While digital twins present powerful opportunities for storytelling and evoking nostalgia, CMG warns that unregulated use could lead to exploitation, misrepresentation, and the erosion of cultural integrity.

“We have observed requests to digitally resurrect figures for projects that would have caused them discomfort during their lifetime,” Roesler added. “Just because we possess the capability does not mean we should proceed. Consent, context, and collaboration must serve as the foundational principles.”

Advocating for Responsible Creative Practices

CMG Worldwide encourages filmmakers, AI developers, estates, and fans to adopt three core principles when engaging with digital likenesses:

• Obtain Appropriate Rights and Clearances.
  The use of a likeness is never considered ‘public domain’ simply because an individual has passed away. Secure licensing agreements with the estate or legitimate rights holders to avoid legal and ethical transgressions.
• Prioritize Legacy Alignment.
  Ask: Would this application of a celebrity’s image, voice, or personality genuinely reflect their established values and beliefs? If not, refrain from proceeding. Consult historical records, family members, or estate managers for guidance.
• Implement Transparent AI Workflows.
  When training LLMs or voice models on public figures, disclose the sources of data and the safeguards implemented. Avoid mimicry that deceives audiences or blurs the distinction between fictional portrayals and authentic identity.

“We are not anti-AI,” affirmed Roesler. “We advocate for meaningful creation. AI can inject vitality into historical narratives—but it must also uphold dignity. That is our guiding principle.”

Recommendations for Action

CMG is not introducing a new product or platform with this announcement. Instead, they are championing a more profound objective: fostering awareness, accountability, and industry-wide discussions. Here’s how creative professionals, general professionals, and even fans can participate:

• Filmmakers should exercise thorough due diligence before incorporating digital doubles into their work.
• AI developers should establish ethical review boards when training models using public figures’ data.
• Educators should integrate intellectual property rights and digital legacy into media and legal academic programs.
• Viewers should question and investigate how digital recreations were produced—and who granted permission for their use.

“Legacy is shaped by what we safeguard, not merely what we reproduce,” Roesler concluded. “Whether you are a studio executive, an independent developer, or simply someone who appreciates film—the way we utilize this technology now will determine the inheritance of future generations.”

Concerning CMG Worldwide

CMG Worldwide is a leading intellectual property management agency, representing over 250 of the world’s most influential public figures, brands, and estates. Established in 1981, CMG is renowned for its pioneering efforts in achieving legal recognition for the Right of Publicity and continues to be a leader in licensing, brand protection, and digital rights management.

Consider carefully before recreating. Show respect before replicating.

Regardless of whether you are shaping the future of media or appreciating historical narratives, reflect on whose legacy you are engaging with and its profound significance.