Celebrity ads are getting an AI makeover.
Powerhouse ad agency Ogilvy announced on Monday that it’s partnering with CAA to launch ECHO, an AI platform that allows marketers to whip up AI-generated ads featuring celebrities. The collaboration opens the door for talent to take on more endorsement deals without having to spend much more time shooting commercials while safeguarding how their digital replicas are used.
The platform utilizes what CAA calls its “vault,” a database that captures, stores and licenses the digital likeness, voice and intellectual property of clients who opt in. With ECHO, brands will be able to create a portfolio of media-ready assets off of a short shoot, potentially reducing costs by as much as 75 percent and vastly reducing turnaround time, the companies said. Talent must sign off on every ad, with automated compliance engines checking AI-generated materials against contracts and brand safety guidelines. The major talent agency did not disclose which A-listers opted in to the effort.
“We built The CAA Vault to ensure that talent owns, controls, and can safely monetize their digital likeness on their own terms and only with their consent,” said CAA head of strategic development Alex Shannon. “By connecting The CAA Vault to Ogilvy’s ECHO platform, CAA is giving many of the world’s leading brands a secure, consent-first activation layer, delivering full visibility and protection for talent and high-craft, verified creative at the speed of culture for brands.”
ECHO’s workflow can be integrated directly into standard
ECHO’s workflow can be integrated directly into standard post-production tools. A traditional asset shoot of eight to 10 assets can be expanded into roughly 30 to 50 for the creation of ads taking advantage of buzzy TikTok trends, CAA and Oglivy said. All consumer-facing products will carry a visible watermark that reads, “[Talent Name] Approved | Recreated with AI”.
In a statement, Ogilvy CEO Laurent Ezekiel said the tool solves the “fundamental tension between speed, scale and trust” in the AI era. “We are giving our clients unprecedented competitive advantage – allowing them to lead culture in real time with total trust and uncompromised craft.”
The tools represents the interest in monetizing the commercial use of celebrities’ digital likenesses and, perhaps, changing views among consumers regarding the deployment of AI. Brands have largely been hesitant to wade into those waters due to pushback against deepfakes and unauthorized AI use but acceptance appears to be growing.
Last month, the likeness of 1930s movie star
Last month, the likeness of 1930s movie star Greta Garbo was revived in an ad from Swedish ball-bearings market SKF. ECHO is among the first to build an infrastructure around celebrities who opt into the usage of their digital replicas in ads.
“We are witnessing the ‘NIL moment’ between advertising and entertainment,” said Ogilvy chief innovation officer Carol Reed. “Instead of fearing AI or using it to produce cheap volume, building ECHO in partnership with CAA proves that technology can protect artists while setting storytellers free. Our global research confirms that consumers don’t want AI to sideline the artist; they want explicit proof that the talent is in control.”
