Can AI Clones Open New Possibilities for Films, Music Videos and Digital Content?

Identity can now be replicated within 30 seconds, according to Guneet Singh, cofounder of Sparkonomy. For film stars, cricketers and digital creators, that means AI-generated versions of their faces and voices can be licensed for commercial use, without their being present for every production.

So, is this a real production tool or an early experiment? India's celebrity endorsement market is estimated at Rs 3,000 crore and its influencer marketing sector at Rs 3,500 crore. Cricketers Hardik Pandya and Shubman Gill are among the early adopters of AI cloning.

Let's see what AI clones can create, who is building the tools behind them and what is still missing before the content scales.

A clone can appear in the content. Whether it should is a question of consent.

Can a Film Star Work on a Production Without Being on Set?

The work is moving from performing to licensing. AI lets film stars, cricketers and digital creators license AI-generated versions of their faces and voices for commercial use. 

A star's AI-generated face and voice can work on a campaign without the star being present for every production.

Here is where the income comes from:

• For celebrities: new revenue from advertising campaigns, branded entertainment and digital content.

• For emerging creators: identity licensing could become another income stream next to brand partnerships and platform monetisation.

Tip: Before licensing a clone of yourself for any production, ask who controls it and what your consent covers.

What Can Brands Create Beyond a Celebrity Ad Shoot?

The cloned ad is just the start. Branded content is the bigger prize.

Dipankar Mukherjee, cofounder of Studio Blo, says brands are no longer limited to conventional celebrity shoots. They can create images and videos of celebrities in different locations and situations to suit a creative brief.

But he sees a much bigger benefit in branded content:

• Miniseries

• Microdramas

• Animated short-form content

• Vertical series

• Longform series and feature-length content

"The future belongs to monetisation of consent." — Dipankar Mukherjee, Studio Blo

Mukherjee expects 2027 to be pivotal as brands use AI to create more engaging content.

Studio Blo's FAIMOUS platform enables celebrities to create, control and license their AI clones.

Can Digital Creators Use Their Own Clones for Content?

Identity can be licensed or leased for content production.

Sparkonomy is targeting a broader creator base. Singh says AI could let creators license or lease their identities for content production, adding income to brand partnerships and sales commissions.

He points to two things:

• Speed: identity can now be replicated within 30 seconds.

• Scale: the opportunity is similar to the celebrity one, but at 1,000 times the scale.

Sparkonomy is launching the Open Creator Graph (OCG), open infrastructure that lets creators establish their identities and specify how AI systems can use their content and likeness.

What Can Go Wrong When Clones Make the Content?

The same technology that enables licensing also enables misuse.

Rajesh Sethi, PwC India's leader for media, entertainment and sports, says the growing misuse of identities through deepfakes, voice cloning and face morphing has brought personality rights into sharper focus in India.

Indian courts have increasingly granted interim protection against unauthorised commercial use of names, images and voices. Three public figures have obtained interim relief:

• Amitabh Bachchan, actor

• Arijit Singh, singer

• Raj Shamani, podcaster

Is the Technology Ready, but the Rulebook Missing?

Cloning is moving faster than the systems that would license, track and pay for it.

Sethi says wider adoption needs:

• Standardised licensing terms

• Verifiable consent

• Systems to monitor usage

• Ways to determine pricing and facilitate payments

Ujjwal Chaudhry, a partner at Analysys Mason, says AI could turn identity from an attribute used in content production into a licensable digital asset. But that depends on infrastructure that protects identities and controls their commercial use.

Tip: Before licensing your likeness for any film, video or digital project, check whether the terms say how AI systems may use it.

Key Takeaways

• AI lets film stars, cricketers and creators license their faces and voices without being present for every production.

• Brands can move beyond ad shoots into miniseries, microdramas, vertical series and feature-length content, and Studio Blo's Dipankar Mukherjee expects 2027 to be pivotal.

• Sparkonomy's Guneet Singh says creators could license or lease their identities for content production, at 1,000 times the celebrity scale.

• Cricketers Hardik Pandya and Shubman Gill are among the early adopters of AI cloning.

• Deepfakes, voice cloning and face morphing have brought personality rights into sharper focus.

• Standardised licensing, verifiable consent, usage monitoring and payment systems are needed for wider adoption.

So, Are AI Clones Ready for Their Big Screen Moment?

AI clones are already opening new possibilities, from celebrity ads to microdramas and digital series, while giving stars and creators new ways to earn from their likenesses. 

But turning these early opportunities into a lasting part of film and digital content production will take more than convincing digital replicas. Clear licensing terms, verifiable consent and safeguards against misuse must keep pace with the technology. 

After all, AI clones may change how content is made, but the people behind those identities should remain in control of how they are used.

So, can AI clones open new possibilities for films and digital content? Yes, starting with branded content and digital series, and early adopters are already using AI cloning. What makes it last is consent that can be verified and terms that work for a star and a creator alike. Before you license your likeness, check how it can be used and who controls that use.