Greetings from Terminal B at Newark. I’m heading to Deer Valley this morning to do a keynote about the potential global economic impact of AI. It is already touching every industry, and it’s still early days. Meta’s got a new voice cloner (that they’re not going to release just yet), but there’s plenty of other AI tools to go around.

For example, leveraging companies like Metaphysic and Epic Games, celebrities now offer AI-generated likenesses for brand promotions. Neymar, Deion Sanders, and Jack Nicklaus are among those who have adopted this technology, capitalizing on the ability to present a youthful, versatile image without being physically present. This innovation benefits brands by expanding the potential for celebrity involvement, offering round-the-clock presence and real-time engagement with customers.

However, the use of AI-generated likenesses raises concerns about reputational risk and the legal ownership of virtual images. There is a pressing need for the tech, marketing, and entertainment sectors to establish standard verification mechanisms to distinguish between legitimate AI personas and deceptive deepfakes before the tech becomes so ubiquitous that the proverbial genie cannot be put back in the bottle.

If you want to get deeper into deepfakes vs. legitimate AI-generated likenesses, sign up for our free online course, Generative AI for Execs. It will help you frame the issue.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit



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