Blog
On identity, AI, and the law.
Practical writing for in-house counsel, creative leads, and people whose face has become a dataset.
- For companies6 min2026-10-21
Who is responsible for an AI face? Three principles and what they mean in practice
AI can create a convincing human in minutes. The debate about what that does to dignity, consent and trust is getting louder. Three principles come up again and again. Here is what they mean when you have to publish a campaign tomorrow.
- Individuals6 min2026-10-21
Becoming a model without an agency or experience: how it works in 2026
A classic modelling career asks for measurements, an agency and luck at castings. AI advertising counts something else: a real face, a verified identity and your consent. That opens the door to people who would never have been invited to a casting.
- Individuals7 min2026-10-10
A Digital Twin for Models, Actors and Influencers: What Stays With You
H&M, Zalando and the big platforms work with digital twins. Whether it pays off for you is decided not by the technology but by the contract: who owns the twin, who may use it, and what happens after the campaign ends?
- Individuals6 min2026-10-10
Getting into an AI Campaign as a Model: How It Works Without an Agency
Companies are not looking for famous faces for AI advertising, they are looking for credible ones. The path into a campaign no longer runs through a casting but through a verified profile and a licence you decide on yourself.
- Individuals7 min2026-08-17
From Sora to H&M: Why 2026 Is the Year Your Face Gets Paid
OpenAI, H&M, Meta and YouTube have converged on the same principle for faces and voices: opt-in only, paid, and with control staying with the person. That opens a real market for people without a modeling career too. What matters is how you license – campaign by campaign instead of a buy-out.
- For companies8 min2026-08-17
AI labelling obligation 2026: what advertisers must label now
Since August 2, 2026, AI-generated content in advertising must be disclosed. The obligation comes from Article 50 of the EU AI Act, and in Germany the Federal Network Agency enforces it. This overview answers the questions companies ask most often right now.
- Individuals5 min2026-04-24
§ 22 KUG explained: image rights in Germany in plain English
You don't need a law degree to understand § 22 KUG. You need one paragraph and a few minutes. Here is the paragraph and the minutes.
- For companies7 min2026-04-23
Output and training are two different licenses
A license that lets you use someone in your campaign does not necessarily let you train your model on them. The two questions need separate answers, separate clauses, often separate fees.
- For companies6 min2026-04-22
Stock photos and likeness licenses are not the same thing
For decades, "we have a stock release" was good enough. With generative AI in the production pipeline, that sentence has stopped being a defense.
- For companies8 min2026-04-15
What happens if your AI campaign triggers a lawsuit?
AI-image lawsuits do not target the model vendor. They target the brand. Here is what the litigation actually looks like.
- For companies7 min2026-04-08
Why AI-generated faces are a legal risk
Personality rights, image rights, biometric-data law, and the EU AI Act on top. The legal stack that makes 'AI-generated' a publishing risk, not a shortcut.
- For companies6 min2026-04-01
How brands can safely use AI-generated people in ads
A practical playbook: the rights, the consent, and the audit trail you need before an AI campaign goes live.
- Individuals7 min2026-03-25
AI used your face without permission? What to do now
A checklist for the bad day. Document, evaluate, escalate, the legal levers that actually work.
- Individuals5 min2026-03-18
Can AI recreate your face? A short technical answer.
How modern image models represent faces, why a few public photos is enough, and what control you realistically have.