Ogilvy has partnered with Creative Artists Agency (CAA) to create AI-generated ads using digital clones of CAA’s roster of actors, athletes and creators. The new system, Echo, uses detailed scans from CAA’s in-house digital facility, allowing Ogilvy to quickly produce creative assets for brand campaigns. The agency claims this approach can reduce cost-per-asset by 65-75% and allow brands to run more campaigns, especially when talent is unavailable due to other commitments.
CAA clients retain ownership of their digital likenesses and decide which brands and markets they appear in. The partnership is governed by a framework that aims to protect clients’ rights and ensure compliance with future AI rules. CAA has also signed an agreement with YouTube to remove unauthorised deep fakes from its platform. However, consumer research from YouGov shows nearly half of Britons have a negative view of AI-generated actors in ads, and most say it makes it harder to trust online content.
For brand leaders, the deal could make it easier and cheaper to work with a wider range of talent, including lower-profile athletes and creators, without the need for traditional shoots. But the industry will need to address concerns about authenticity and consumer trust as AI-generated content becomes more common.
