Ogilvy and CAA launch Echo, a consent-first AI platform for celebrity ads

Ogilvy and Creative Artists Agency have launched Echo, a consent-first AI platform designed to let brands create advertisements featuring celebrity likenesses while giving talent control over how their digital doubles are used. The platform aims to address a central tension in AI-driven advertising: marketers want scalable, personalized campaigns, while celebrities and their estates want approval rights and compensation when their faces and voices are generated. Echo positions consent as a prerequisite rather than an afterthought, potentially setting a template for how talent agencies and advertisers license likeness rights in the AI era. The launch matters because it could reshape celebrity endorsement economics and establish ethical standards for synthetic media in advertising. What to watch next is whether major brands and talent sign on, and whether Echo's consent framework becomes an industry model or faces competition from rival licensing platforms.