AI and the billion-dollar business of deceased celebrity estate management

The evolution of celebrity estates has created a complex intersection of technology, commerce, and legacy management, where deceased stars continue generating revenue through various commercial ventures and digital resurrections.

The modern celebrity estate landscape: The business of managing deceased celebrities’ images and rights has become increasingly sophisticated and profitable since the late 20th century.

• Robbert de Klerk’s role as CEO of Humphrey Bogart’s estate exemplifies how celebrity legacy management has evolved into a professional industry
• Deceased celebrities like Marilyn Monroe, Whitney Houston, and James Dean continue generating revenue through product endorsements, hologram performances, and AI-generated content
• Michael Jackson’s estate earned an estimated $600 million in 2024, demonstrating the massive potential for posthumous earnings

Legal framework and ownership shifts: The legal infrastructure around celebrity estates has developed significantly since Elvis Presley’s death in 1977.

• Tennessee’s 1984 posthumous “right of publicity” law set a precedent for estates to control commercial use of celebrities’ names and images
• The pending NO FAKES Act could establish federal protection for digital rights of publicity
• Major companies like Authentic Brands Group and Primary Wave have acquired rights to numerous celebrity estates, with some deals reportedly ranging from $20-30 million

AI and digital resurrection: New technologies have expanded possibilities for posthumous celebrity appearances while raising ethical concerns.

• Hologram performances, AI-generated voices, and digital recreations are becoming increasingly common
• Some living celebrities, like Robin Williams, have established restrictions on posthumous use of their likeness
• Legacy stars who died before the AI era had no opportunity to set boundaries on their digital recreation

Estate management dynamics: The relationship between estate managers and celebrity legacies varies significantly based on ownership structure.

• Family-owned estates, like Bogart’s, often prioritize maintaining the celebrity’s values and artistic integrity
• Corporate owners may focus more on maximizing profit potential, sometimes at the expense of historical accuracy or dignity
• Estate owners can control access to archives and influence how celebrities are portrayed in documentaries and other media

Looking ahead and ethical implications: The expanding capabilities of AI and digital technology raise complex questions about posthumous rights and representation.

• Estate owners wield unprecedented power to shape public perception of deceased celebrities
• The tension between commercial opportunities and maintaining dignity for the dead continues to grow
• The increasing sophistication of AI technology may further blur the lines between authentic historical representation and manufactured content

Cultural impact and legacy control: The commercialization of deceased celebrities’ images and the rise of AI technology are fundamentally altering how society remembers and interacts with cultural icons, raising questions about authenticity, dignity, and the true nature of celebrity legacy in the digital age.