In the not-so-distant past, the idea of seeing James Dean in a new movie, hearing Maya Angelou recite original dialogue, or watching a digitally re-created John Wayne star in a modern western might have seemed impossible—or even taboo. Today, thanks to rapid advances in artificial intelligence (AI), digital twins, and large language models (LLMs), this idea is becoming both technically possible and commercially viable.
At the center of this emerging frontier is a powerful question: how can we bring historical icons into new storytelling formats in a way that’s innovative, respectful, and legally sound?
Enter CMG Worldwide Agency, a pioneer in representing the intellectual property (IP) of deceased celebrities. As the entertainment world grapples with new tools like AI-generated dialogue and photorealistic digital doubles, agencies like CMG are uniquely positioned to help the industry navigate the digital afterlife—while preserving the dignity and legacy of the names they represent.
From Memory to Media: The Rise of Digital Twins
A “digital twin” is essentially a virtual replica of a real person. In Hollywood, that means a 3D-rendered likeness, complete with voice, mannerisms, and expressions. When combined with an LLM (like GPT-style models trained on voice scripts, interviews, or writings), a digital twin doesn’t just look like a celebrity—it can “think” and respond in their tone and style.
Imagine Albert Einstein delivering a keynote at a tech summit. Or Marilyn Monroe appearing in a streaming series with newly generated dialogue that matches her cadence and personality. We’re not just talking about archive footage—we’re talking about interactive, adaptive performances powered by AI.
But as the technology improves, so do the stakes.
The Legal Backbone: Who Owns the Right to Be Recreated
While the tech world races to innovate, legal and ethical questions abound. Who has the right to approve or deny an AI-generated version of a deceased celebrity? Can studios train LLMs on their old recordings? What happens if an unauthorized AI voice of Prince appears in a commercial?
This is where CMG Worldwide Agency plays a critical role. Since its founding in 1981, CMG has fought to create and expand the Right of Publicity—the legal protection that gives individuals (and their estates) control over how their name, image, and likeness are used. Today, CMG represents the estates of hundreds of public figures, including icons like Muhammad Ali, Amelia Earhart, and Steve McQueen.
In an AI-driven future, that representation becomes more important than ever. When a studio wants to bring back a classic figure for a new role or campaign, CMG helps negotiate the deal, ensure alignment with the celebrity’s brand, and make sure the final product honors their memory.
AI Isn’t Replacing the Past—It’s Reimagining It
Some critics worry that AI resurrecting deceased stars could cheapen their legacy or blur the line between reality and fiction. And those concerns are valid. But when used with care, AI doesn’t replace a person’s legacy—it extends it.
A good example is James Dean, whose likeness was licensed for an upcoming feature film with the support of his estate. Using a combination of CGI, motion capture, and AI-generated voicework, the project aims to introduce Dean to a new generation of fans. It’s a bold step—and one that would be impossible without the right legal protections and ethical oversight.
This kind of work demands a deep understanding of who the celebrity was—not just their face, but their values, their voice, their cultural impact. That’s why digital resurrection must be driven by more than just cool tech—it needs stewardship. CMG Worldwide Agency provides that by blending legal expertise, family involvement, and a long-term vision for each client’s brand.
LLMs: Giving Celebrities a (Synthetic) Voice
While digital twins handle the visuals, LLMs give them language. These advanced AI models can generate convincing speech or dialogue in a celebrity’s tone, drawing from a curated dataset of their interviews, writings, or past performances.
Imagine a documentary where a digital Maya Angelou narrates her own story. Or a sci-fi film where a synthetic Bruce Lee delivers lines never written in his lifetime. These aren’t just special effects—they’re entirely new forms of authorship and presence.
But this also raises complex questions. Who decides what the AI version of someone says? What happens if that voice is used out of context? CMG and agencies like it must carefully review LLM-generated content to ensure it aligns with the known values and legacy of the individual. In many cases, that also means involving families, historians, and collaborators to validate the work.
The Ethical Framework: Consent, Context, and Control
As this space grows, it’s crucial to develop a framework for ethical use. At CMG, the core philosophy remains consistent: protect, promote, and preserve the legacies of our clients. That means:
- Consent: Any AI recreation must be approved by the estate or legal rights holder.
- Context: The project must be appropriate to the celebrity’s brand and legacy.
- Control: All uses of the likeness or voice must be subject to licensing agreements and guidelines.
When done right, synthetic media doesn’t just entertain—it educates, inspires, and honors the past in ways that were never before possible.
What This Means for the Future of Storytelling
We’re entering a new era of storytelling—one where the line between the past and present is blurred by technology, but ideally clarified by legal and ethical leadership. From virtual concerts featuring long-gone musicians to interactive museum exhibits narrated by historical figures, the applications are limitless.
In this new world, companies like CMG Worldwide Agency serve as guardians of memory. They help ensure that innovation doesn’t come at the expense of integrity—and that the digital afterlife is built on respect.
As filmmakers, game developers, and tech startups increasingly explore the potential of AI-generated performances, collaboration with agencies that understand both the law and the legacy will be vital.
Final Thoughts: Innovation with Integrity
AI and LLMs are not here to replace creativity—they’re here to expand it. With the right legal and ethical foundation, we can do incredible things: reintroduce icons to new generations, preserve wisdom in dynamic new forms, and tell stories that span lifetimes.
But we must move carefully. These are not just images or voices—they are people. Legacies. Histories. And in this brave new digital world, it’s our job to treat them with the care and respect they deserve.
As technology redefines what’s possible, CMG Worldwide Agency is leading the way in redefining what’s responsible.