Jake Paul, the social media personality and professional boxer, has drawn attention with a series of AI-generated videos using his likeness. These deepfakes, created through OpenAI’s Sora app, feature Paul in scenarios such as applying makeup, shoplifting, and visiting a convenience store, none of which occurred in reality.

Paul uploaded his digital “cameo” to the platform, allowing others to use his image. On 8 October, he posted a video on TikTok warning against the misuse of deepfakes depicting actions he had not performed. The following day, he announced on X that he had become an OpenAI investor and the first celebrity user of a “Name, Image, and Likeness” (NIL) cameo, as reported by Scientific American. Videos using his likeness amassed over one billion views within six days.

The development points to a potential digital economy for deepfakes, with platforms like Sora enabling users to monetise their images. Cameo owners can set usage rules, such as restrictions on explicit content, and receive payment for licensing their likenesses. While this could provide some protection against unauthorised use, experts warn that selective editing or malicious prompts could still cause harm.

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Regulatory challenges remain, as the technology advances faster than legal frameworks can adapt. OpenAI has indicated plans to incorporate tools that honour user restrictions, including for deceased individuals, following public protests during Sora’s launch week.

The market for AI-generated likenesses is expected to evolve, potentially changing content creation and distribution patterns. Similar to how streaming services have influenced the music industry, deepfake marketplaces may alter the commercial value of personal images, with potential fluctuations in demand based on popularity.

Several public figures have already explored monetising AI-generated content. In 2023, musician Grimes offered a royalty split for use of her AI-generated voice, while YouTube’s Dream Track project allows creators to produce soundtracks with AI renditions of artists such as Charlie Puth and Demi Lovato. Deepfakes featuring sports figures and musicians have appeared in advertisements, and some artists use the technology to manage their social media presence.

Paul’s engagement with Sora illustrates a strategy in which public figures can increase visibility and monetise their digital likeness through emerging AI platforms.