CAA is multiplying its clients with AI

The Future. CAA is helping clients in-house create digital duplicates that they own and control, giving them more opportunities for work… and more opportunities for the Hollywood agency to make some commissions. With AI firms like Deep Voodoo (a CAA client) developing unique creative opportunities for talent, digital duplicates could even craft a new type of art form. 

A-list, squared
CAA is cloning its clients in order to protect them.

• The CAA Vault in LA creates the duplicates through four methods — scanning their body, movement, face, and voice.
• The facility is a one-stop shop, with the entire process able to be completed in a single afternoon.
• The composite captures are then used to build a verified deepfake that can be licensed for projects, used in reshoots or ADR, or simply held for posterity.
• CAA clients own the duplicates, giving them complete control over how they’re used.

CAA felt that it needed to build a pipeline for creating the clones to push back against the studios already doing so without their permission — a major flashpoint during the strikes earlier this year.

But you don’t have to be a CAA client to access these kinds of services. AI startup Metaphysic also offers services to create, copyright, and store a deepfake. To note, they also have a strategic partnership with CAA, having worked with clients like Tom Hanks and Octavia Spencer.