I Introduction
Artificial intelligence (AI) avatars are taking over the digital stage. The term refers to AI-generated voices or appearance (likenesses) that are used to create videos, images or audio which are highly similar to existing, real-world individuals. Such avatars are used as news reporters, e-commerce live-streamers, and even GPS navigators.
For performers, celebrities, and influencers, AI avatars open new opportunities to commercialize their voices and likenesses. Some are interested to pursue this in exchange for money, publicity, or increased efficiency at work. For example, in January 2024, SAG-AFTRA, a major U.S. performers’ union, concluded a landmark AI voice agreement with a leading voice synthesis company, Replica Studios.[1]
However, not everyone is as optimistic. Performers’ unions in the U.K. have raised concerns about the lack of protection for licensors, i.e. the depicted persons in such agreements. Equity, the leading trade union for performers in the U.K., argues that performers are not currently fairly compensated for their contributions to AI-generated voices or likenesses that mimic them.[2]
Beyond fair and equitable compensation, another pressing concern is the use of AI avatars to defame or insult the individuals that they represent. For instance, an AI avatar of British actor Dan Dewhirst was used in a political propaganda campaign against his wishes.[3]
To address these challenges, well-drafted licensing agreements are essential. A licensing agreement is a legal arrangement in which one party grants another party the right to use certain intangible asset under specified terms and conditions.[4] Such agreements can enhance an individual’s ability to profit from their AI avatars while protecting themselves from mental distress or reputational harm. This article provides guidance to performers on how to utilise effective licensing agreements to protect their rights in relation to their AI avatars in the European Union (EU).
[1] ‘SAG-AFTRA and Replica Studios Introduce Groundbreaking AI Voice Agreement at CES’ (SAG-AFTRA, 9 January 2024) SAG-AFTRA https://www.sagaftra.org/sag-aftra-and-replica-studios-introduce-groundbreaking-ai-voice-agreement-ces accessed 4 March 2025.
[2] ‘Equity’s AI Vision Statement’ https://www.equity.org.uk/advice-and-support/know-your-rights/ai-toolkit/equitys-ai-vision-statement#AIVIS6 accessed 4 March 2025.
[3] ‘Actor’s Experience of AI Gone Wrong’ (17 October 2024) Equity https://www.equity.org.uk/news/2024/actor-s-experience-of-ai-gone-wrong accessed 4 March 2025.
[4] ‘Technology Transfer Agreements’ <https://www.wipo.int/web/technology-transfer/agreements> accessed 7 September 2025.
