# celebrity likeness

When Your Face Becomes a Template: The Rising Cost of AI ‘Face‑Swaps’ and the Fragility of Rights

Generative AI has made convincing face‑swap videos cheap to produce but costly to contest, creating widespread harm to celebrities, IP owners and ordinary people. Legal, technical and market remedies are emerging, yet enforcement remains complex and slow, leaving victims exposed while platforms and model builders search for a workable balance between innovation and rights protection.