A Brief Overview of A.I. Tools to Copy Athletes' Media Assets into Brands' Content

..or in other words: Create athlete-endorsed deepfakes.

Colossea is meant for brands to discover athletes that are suitable for their marketing content and then use these athletes' pre-recorded media assets to copy into, e.g., a video. Athlete sanction this through the contractual agreement with Colossea, and then benefit from it. Both the use of assets, the mutual agreement to work together, and the payment can happen almost instantly.

(By the way, for an overview of the legal rules and implications, visit the legal section of this blog.)

So, what are the latest and greatest A.I. tools to enable the creation of these athlete-sanctioned deepfakes?

Here is a preliminary list of such tools. We'll add to it over time:

1. Synthesia: Create and deploy an avatar using an athletes face and voice
2. RunwayML: Transform an existing image, e.g., of an athlete in one setting, into a different setting, for example, that of a brand promotion. And other applications.
3. Lensa AI (on the web; but better look into you App Store): Still only available as a mobile app, lets an athlete change the setting of themselves in an existing photo (or generate a more or less creative avatar for themselves, something that's probably less useful for brands at this point)
4. More to come.

Last updated: Oct. 31, 2023