Robbert de Klerk, an attorney specializing in family law, made a career change in 2009 when he became the CEO of Humphrey Bogart’s estate, managing and promoting the iconic actor’s name. This move was a part of a larger trend of using deceased celebrities to sell products, with Marilyn Monroe and Whitney Houston being prime examples. In recent years, AI technology has been used to create holograms and voice clones of deceased stars, further blurring the line between the living and the dead.
Estate owners, including lawyers, talent managers, and fans, play a key role in brokering deals involving celebrities’ names and images, which can lead to substantial profits. Companies like Authentic Brands Group now own the rights to various celebrity estates, controlling how these stars are represented in commercial contexts. This shift is largely driven by the potential financial gains from selling publicity rights to third-party companies, with the rise of new technology providing additional profit opportunities.
However, the use of AI to digitally resurrect dead celebrities has raised ethical concerns, as it raises questions about consent, agency, and dignity. The ability to control a star’s legacy even after death introduces new challenges in how we perceive and remember these icons. The growing trend of using deceased celebrities to sell products and revive their images underscores the complex and evolving relationship between fame, commerce, and technology in the modern era.
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