The entertainment industry is witnessing a transformative shift as artificial intelligence (AI) technology enables the resurrection of deceased celebrities, turning their legacies into lucrative enterprises. 

New AI-generated digital replicas of late stars include Suzanne Somers and George Michael.

Companies such as Hollo and Realbotix have collaborated to create a synthetic version of Somers designed to emulate her voice, personality and facial expressions. The AI-driven likeness is not merely a tribute but is intended for active participation in new projects, including potential appearances in reboots of classic shows like Three’s Company.​

A significant legal development facilitating this phenomenon is California’s A.B. 1836, which came into effect on January 1, 2025. This law expands post-mortem rights to encompass AI-generated digital replicas, granting estates greater control over the use of a celebrity’s likeness after death.

While initially aimed at preventing unauthorized deepfakes, the legislation inadvertently paves the way for estates to monetize these digital personas extensively.​

The financial implications are substantial. Forbes reported that the top 13 highest-earning deceased celebrities amassed a combined $1.2 billion in the 12 months ending September 2024, with Michael Jackson alone accounting for half of that revenue. ​

This burgeoning industry raises questions about the ethical considerations of reviving deceased individuals for entertainment. As technology evolves, the line between homage and exploitation becomes increasingly blurred, prompting discussions about the future of celebrity legacy management in the digital age.​

Paige Javor

Article by Paige Javor

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