CMG Worldwide Urges Ethical Standards for Digital Celebrity Replication Amid AI Boom

Los Angeles, California Jun 26, 2025 (Issuewire.com) - CMG Worldwide, a leading global agency in celebrity and intellectual property management, is raising the alarmand offering guidanceas generative AI and digital twin technology begin reshaping entertainment.

With more than four decades of experience protecting the rights of cultural legends like Elvis Presley, Maya Angelou, and Albert Einstein, CMG Worldwide is now calling for clear ethical standards and legal frameworks for the use of posthumous likeness in media powered by large language models (LLMs), voice cloning, and synthetic avatars.

Technology can honor legacy, or it can erase it, said Joey Roesler, a senior advisor at CMG Worldwide. Were not here to block progress. Were here to remind creators and developers that identity is a right, not just an asset.

A New Frontier with Real Risks

The market for digital humans and AI-generated likenesses is projected to reach $125 billion globally by 2030, according to Statista and Deloitte research. From voiceovers to full-body performances, major studios and startups are now using AI to simulate actors, sometimes living, sometimes not.

While digital twins open powerful doors for storytelling and nostalgia, CMG warns that unchecked use could lead to exploitation, misrepresentation, and erosion of cultural integrity.

Weve seen requests to resurrect figures for projects that would have made them uncomfortable in life, Roesler added. Just because we can doesnt mean we should. Consent, context, and collaboration must be the foundation.

A Call for Responsible Creativity

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

• Seek Proper Rights and Clearances.
  Use is never public domain just because someone has passed away. Secure licensing agreements with the estate or rights holders to avoid legal and ethical missteps.
• Prioritize Legacy Alignment.
  Ask: Would this use of a celebritys image, voice, or personality reflect their values and beliefs? If not, dont do it. Consult historical records, family members, or estate managers.
• Design Transparent AI Workflows.
  When training LLMs or voice models on public figures, disclose sources and safeguards. Avoid mimicry that deceives audiences or blurs the line between fiction and real identity.

Were not anti-AI, said Roesler. Were pro-meaning. AI can breathe life into historical storytellingbut it must also preserve dignity. Thats our compass.

What You Can Do

CMG is not launching a new product or platform with this announcement. Instead, theyre advocating for something deeper: awareness, accountability, and industry-wide conversations. Heres how creatives, professionals, and even fans can take part:

• Filmmakers should use due diligence before incorporating digital doubles.
• AI developers should implement ethical review boards when training on public figures.
• Educators should teach IP rights and digital legacy in media and law programs.
• Viewers should question and investigate how digital recreations were madeand who gave permission.

Legacy is shaped by what we protect, not just what we reproduce, Roesler concluded. Whether you're a studio exec, an indie developer, or just someone who loves filmhow we use this technology now will define what future generations inherit.

About CMG Worldwide

CMG Worldwide is a premier intellectual property management agency representing over 250 of the worlds most influential public figures, brands, and estates. Founded in 1981, CMG is known for pioneering the legal recognition of the Right of Publicity and remains a leader in licensing, brand protection, and digital rights management.

Think before you recreate. Respect before you replicate.

Whether youre building the future of media or enjoying the stories of the past, ask whose legacy youre holding, and why it matters.