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An actor licensed his likeness to TikTok for AI-generated avatars, now used in ads. He regrets the lack of control over his image and the types of products promoted. The article explores the implications of AI avatars in advertising and the impact on performers.
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<html lang="en" class="story nytapp-vi-article nytapp-vi-story story nytapp-vi-article " data-nyt-compute-assignment="fallback" xmlns:og="http://opengraphprotocol.org/schema/" data-rh="lang,class"><head> <meta charset="utf-8"> <title>He Sold His Likeness. Now His Avatar Is Shilling Supplements on TikTok. - The New York Times</title> <meta data-rh="true" name="robots" content="noarchive, max-image-preview:large"><meta data-rh="true" name="description" content="Welcome to a new era of commercial work fueled by generative artificial intelligence."><meta data-rh="true" property="twitter:url" content="https://www.nytimes.com/2025/08/17/business/tiktok-ai-avatars.html"><meta data-rh="true" property="twitter:title" content="He Sold His Likeness. Now His Avatar Is Shilling Supplements on TikTok."><meta data-rh="true" property="twitter:description" content="Welcome to a new era of commercial work fueled by generative artificial intelligence."><meta data-rh="true" property=...
Artificial IntelligenceโOpen-Sourceโ OpenAIThe โHard Techโ EraA.I.-Driven EducationA Techno-Religion EmergesSan Franciscoโs A.I. BoomAdvertisementSKIP ADVERTISEMENTSupported bySKIP ADVERTISEMENTHe Sold His Likeness. Now His Avatar Is Shilling Supplements on TikTok.Welcome to a new era of commercial work fueled by generative artificial intelligence.Listen to this article ยท 13:33 min Learn moreShare full articleVideoAds were made using Scott Jacqmeinโs โdigital avatarโ โ videos created by artificial intelligence after he licensed his likeness to TikTok last year.By Sapna MaheshwariAug. 17, 2025Scott Jacqmein, a 52-year-old actor in Dallas, fields one or two texts a week from acquaintances and friends who are pretty sure they have seen him pitching a peculiar range of businesses on TikTok. There was an insurance-quote marketplace, a daily horoscope app, and a puzzle and brain teaser app, the last of which featured him speaking fluent Spanish.But the ads seem a little off to them. Mr. Jacq...
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