The Creator Economy’s Next War Is Over AI Ownership

Brands and creators are renegotiating deals as AI avatar tools turn digital identity into a contractual asset.

New influencer contracts increasingly spell out ownership, approval rights, revenue sharing, and limits on AI use.

The fight centers on who controls a creator’s face, voice, image, and digital twin — and for how long.

Experts say these clauses are becoming essential as generative AI raises the stakes for likeness rights and monetization.