Artificial intelligence is changing how celebrities and influencers interact with audiences, and TikTok-famed artist Khaby Lame has become one of the most notable examples.
His reported AI digital twin deal has put the increasing realm of digital celebrities in the spotlight.
1. Khaby Lame’s AI twin
In January 2026, Lame’s company, Step Distinctive Limited, was purchased by Hong Kong-based Rich Sparkle Holdings in a transaction valued at about $975 million.
The agreement included authorisation to use Lame’s facial, behavioural, and voice data to develop an AI-centric digital twin.
2. What can a digital twin do?
An AI twin can replicate aspects of a person’s appearance, voice, expressions and mannerisms.
For creators, the technology could let the online variants of themselves produce content, participate in livestreams and communicate with audiences without being physically present.
3. Why Khaby is a major test case?
With over 160 million TikTok followers, Lame has succesfully established a massive fan following through silent comedy.
His content works across language barriers, making his likeness particularly suited to AI-powered multilingual campaigns and digital commerce.
4. Celebrities could scale their brands
Digital twins could let creators appear in several markets and time zones at the same time.
Rather than filming every advertisement or livestream personally, celebrities could possibly license AI versions of their identities for different commercial uses.
5. The technology raises new questions
The sudden surge in AI celebrities sparks concerns about authenticity, control, and ownership. Legal experts have underscored questions about image rights, biometric data and how far a celebrity can control the commercial use of an AI version of themselves.
Lame’s case therefore represents over another influencer deal: it offers a glimpse into how AI could turn celebrity identity into a new digital asset.
