Scott Jacquemain, a 52-year-old actor from Dallas, receives one or two messages weekly from friends and acquaintances who spot him promoting products on TikTok. The catch? He hasn’t appeared in any of these videos. Instead, Jacquemain sold his likeness to TikTok, allowing the platform to create an AI-generated avatar of him for advertising purposes. For this, he was paid a one-time fee of just $750.
TikTok, which reportedly generates over $10 billion annually from advertising, offers advertisers a catalog of more than a dozen AI avatars, including Jacquemain’s, tailored to specific demographics like age, gender, or ethnicity. These avatars are used to promote a wide range of products, from consumer goods to services, without the need for the original individuals to participate in ongoing shoots or campaigns.
However, Jacquemain and others who sold their likenesses to TikTok are now grappling with regret.
Many feel they were underpaid for the perpetual use of their digital selves, especially given the platform’s massive ad revenue. The $750 fee pales in comparison to the potential earnings from traditional endorsement deals or the long-term value of their image in TikTok’s advertising ecosystem.
Additionally, these individuals often had little control over how their avatars were used, leaving them unable to set boundaries on the types of products or brands their likenesses promote. Some express discomfort with their avatars endorsing items they wouldn’t personally support.
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The situation highlights a growing ethical dilemma in the age of AI: the commodification of personal identity. Those who sold their likenesses, lured by quick payments, now face the consequences of losing control over their digital image without adequate compensation or safeguards. As AI-driven advertising expands, Jacquemain and others serve as a cautionary tale about the need for better contracts and protections when licensing one’s identity in the digital realm.
