AI digital twins will be table stakes

011. Localization at scaleHow do digital twins help localize creative at scale?

A central creative gets shot, then the notes come in. Not fair enough. Not local enough. Each new face is another shoot, more budget, more time. Instead: shoot real talent once, license their likeness, build a bank of twins. Swap the right face into every cut. Same for locations. Licensed people, under contract. Not synthetic strangers.

022. Influencer / celebrity likenessWhy should brands license an influencer's or celebrity's twin?

Brands want constant output. Scripting, shooting, editing takes time, and your creator is juggling other brands. License the twin, agree the box up front: scenarios, tone, products, hard no-go list. Then approval is a sign-off, not a negotiation. And if you look at what Coca-Cola is doing with its José vs. Mourinho series for the World Cup, it's brilliant!

Imagine another scenario. You're working with the likeness of an influencer. A Super Bowl moment lands and your twin is in the conversation in 30 minutes, across every market at once. A shoot can't do that.

033. The authenticity debate is overratedWill audiences reject AI digital twins as inauthentic?

Surveys say people find AI content less authentic. But a survey primes suspicion. Nobody scrolling runs an authenticity audit. Creators are already doing this quietly, not dubbing, generating, in their own face and voice. The only ones who get burned are the ones who hide it. Disclosure actually raises trust, and the FTC already covers synthetic personas. So: the panic normalizes like every panic before it, and disclosure is the two-second fix. Khaby Lame reportedly sold his likeness for ~$975M for AI live-selling. His audience knows it's a clone. They will engage anyway.

044. "It's expensive."Are AI digital twins expensive to build?

It isn't. Compared to how much you would be spending otherwise. Maybe 12 to 18 months ago it was; to get character consistency, to get high production quality, and to get a good voice clone.

The tools are cheap. The expertise isn't. It's something you'll have to invest with your partners. But once it's built, every asset after is just production.

To prove a point I made a video in five minutes using my own digital twin (but it took me at least a week to get the avatar right).

CodaConclusionSo should your organization invest in digital twins?

Take a step back. Recognize it for what it is. Think about the use cases and take a leap of faith.

Or WhatsApp me or email me if you want to have a conversation about this or figure out workflows.