Science & Tech · AI · 11 hrs ago
CAA and Ogilvy Launch AI Platform for Celebrity Ads
CAA and ad agency Ogilvy have launched ECHO, a platform for making advertisements with AI-generated versions of celebrities.
It uses a digital likeness, voice and other material stored in CAA’s Vault, which clients can choose to join.
Celebrities must approve every ad made with their likeness, and automated checks compare the content with contracts and brand-safety rules.
The companies say a short shoot can produce about 30 to 50 advertising assets instead of the usual eight to 10, potentially cutting costs by up to 75 percent.
Each consumer-facing ad will carry a visible AI watermark, identifying it as approved by the talent and recreated with AI.
Brands have been cautious about AI celebrity ads amid concerns over deepfakes and unauthorized use, but the platform is designed to give talent control while helping advertisers produce more material quickly.
CAA has not named the celebrities who have opted in.
Ogilvy and CAA announced ECHO, an AI platform for creating celebrity advertising, on Monday.
The platform uses digital likenesses, voices and intellectual property from talent who opt in.
Talent must approve every ad, and automated checks will compare materials with contracts and brand safety guidelines.
The companies said ECHO could expand a shoot of eight to 10 assets into roughly 30 to 50 and reduce costs by as much as 75 percent.
Consumer-facing products made with the platform will carry a watermark identifying the talent’s approval and AI recreation.
- Who
- Ogilvy and CAA launched the platform. It is intended for brands and talent who opt in.
- What
- They launched ECHO, an AI platform for creating celebrity advertisements using digital replicas.
- When
- Monday, November 9, 2026.
- Where
- Not stated.
- Why
- The platform is intended to help brands create advertising assets more quickly while allowing talent to control and approve use of their digital likenesses.
This story does not have two clearly opposing sides.
Swedish ball-bearings market SKF used the likeness of 1930s movie star Greta Garbo in an advertisement.
Ogilvy announced its partnership with CAA to launch ECHO.
- Platform
- ECHO
- Partners
- CAA and Ogilvy
- Potential cost reduction
- As much as 75 percent
- Asset expansion
- Eight to 10 assets can become roughly 30 to 50
- Consumer-facing watermark
- [Talent Name] Approved | Recreated with AI
What people are saying
We built The CAA Vault to ensure that talent owns, controls, and can safely monetize their digital likeness on their own terms and only with their consent.
We are giving our clients unprecedented competitive advantage – allowing them to lead culture in real time with total trust and uncompromised craft.
Our global research confirms that consumers don’t want AI to sideline the artist; they want explicit proof that the talent is in control.