Actress Joey Wong Joins AI Face Licensing Boom as Stars, Influencers Seek New Digital Careers

Taiwan actress Joey Wong has joined a growing number of celebrities, influencers and ordinary users licensing their likenesses for AI films and videos, as the technology creates new commercial opportunities while intensifying debates over consent and image rights.

Wong became the brand ambassador for the game Tianxia on July 20 and authorized the use of her likeness from her 20s and 30s, including her classic screen image from A Chinese Ghost Story, according to social media platform AI New Media. The deal allows the game to recreate her younger appearance with AI.

Hong Kong actor Lawrence Ng, 62, said in June that he had entered the AI film sector and authorized producers to use a version of his 20-year-old appearance in an AI movie. Brazilian football star Neymar has also licensed his image for 16 AI short films, according to the report.

The trend extends beyond established stars. Douyin streamer Chen Ze launched a fan-created video contest in February, inviting users to make videos with his likeness. The related topic had generated more than 4.4 billion views by the time of publication, while some participants have created original stories featuring him.

Other Internet users have volunteered to appear in AI productions. One user, known online as Qing Tian, joined an AI short drama, while another user became a fictional 13th member of the K-pop group EXO in a series of AI videos after granting permission for the use of his image.

The shift follows earlier backlash over unauthorized or unflattering use of people's faces. In one case, an ordinary user's image was allegedly used without consent in a short drama that portrayed her as a malicious character. The user said the depiction damaged her reputation and profession.

Industry participants say authorized likenesses can help creators avoid disputes, give celebrities another source of income and extend their professional lives. Reported fees range from tens of yuan to thousands of yuan, depending on the rights and duration. One industry source said a 15-year exclusive license could be worth about 1,000 yuan (US$148), while some recruitment notices offered only 60 yuan for the use of personal photos.

The market remains at an early stage. Questions over consent, exclusivity, revenue sharing, content supervision and the legality of AI training data have yet to be settled. While a familiar face can bring traffic and fan engagement to an AI production, industry observers say only a small number of celebrities may deliver significant commercial value.