What happens when brands AI clone their talent?

**SPEAKER_1** (0:01)
What's intrusive is I'm trying to make a phone call, and there's an ad that pops up between me and being able to make my phone call, or trying to send a text message. So I think that realistically, like carriers, OEMs, any partners in the space like Unity, we just have to think of our own device experience, and we always have to ask that question, do we want this on our phone? Would this be a good experience for us? And the answer is no, we shouldn't pursue it, right? And again, I think that that's where we go back to like the app install suite that we've been running with Unity for a number of years.
That typically is about a 30 to a 40 second experience on your device as you're unboxing your new phone. And it cuts out a lot of time that you would have to go into the Google Play Store and download individual apps one by one. So there's a clear value to that.

**Christina Ko** (0:51)
That's Patrick Kalanen, General Manager of Mobile Monetization at T-Mobile Advertising Solutions.
Our sponsor on this episode of The Digiday Podcast.
Later in the show, Custom Intelligence talks with Patrick and Lee London, Head of Aura US at Unity, about mobile, changing consumer preferences, and maximizing the app install experience.

**Kimeko McCoy** (1:29)
Hello, hello, and welcome to another episode of The Digiday Podcast, a show for human people and not their digital twins. I'm Kimeko McCoy, Senior Marketing Reporter here at Digiday.

**Tim Peterson** (1:39)
And I'm Tim Peterson, Executive Editor of Video and Audio, Digiday Media. Kimeko, I guess, should we disclose that this isn't in fact our actual human persons, not our digital twins talking right now?

**Kimeko McCoy** (1:50)
Absolutely. You are on a podcast, trapped with me and my thoughts, the human one.

**Tim Peterson** (1:56)
The human thoughts. Yeah, so digital twins. I feel like digital twin is quietly the most dystopic term that's come about since the rise of ChatGPT and generative AI.

**Kimeko McCoy** (2:12)
Yeah, I would say so. And there's so many different definitions of digital twins, which is why I feel like it's probably a good thing that we spend some time defining this. My interpretation is similar to an AI clone, how I've seen it mostly described, where someone takes my likeness, my face, and creates a, it's literally a clone of me. And I don't know who wants that, but that's how I interpret it.

**Tim Peterson** (2:38)
Oh yeah, and I don't think it's even just your likeness, your voice, but also your thought patterns in a way. Because I feel like a lot of digital twins, it's the process seems to be, okay, we're going to bring you in, we're going to have a bunch of cameras around you, and we're going to take some really high res photos of your entire self, either your entire head or upper body, or your just entire body in general. And then we're going to bring you into an audio recording studio, we're going to have you read a bunch of words so that we can then capture your voice, your inflection, your accent, all of that. And then we're also going to go through, let's say you're a podcast host, your entire podcast library to hear not only your speech patterns, but also understand your thinking patterns, your communication patterns. Maybe if you're a writer, we're also going to go through your entire written archive to understand how you think to, we're going to then process all this data and effectively create the ChatGPT version of you, but also give that a digital face and a digital voice. And that's just right now because we don't have like physical robots just yet. But like, when I think of digital twins, I think of those sci-fi movies where someone creates a clone in themselves so that that clone can go to work or do the stuff that they don't want to do.
And then the human person can just stay at home. But then at some point, the clone becomes sentient and decides, actually, I want my own life and I'm going to now trap you.

**Kimeko McCoy** (4:23)
So the process that you're describing happened actually earlier this month with Real Madrid coach Jose Mourinho in Coca-Cola. So Coca-Cola, they've been pushing the envelope when it comes to their AI a lot here recently over the past two years.

**Tim Peterson** (4:35)
I was pushing the envelope, putting it lightly.

**Kimeko McCoy** (4:39)
Pissing people off with the use of AI.
But earlier this month, they did some work with Mourinho where essentially he came in to produce this spot that will happen around the World Cup. It was like a debate style piece of content that will live on social where Mourinho, after each World Cup play, is debating himself on how it should have gone. So the digital twin thing is starting to pick up steam. Mourinho actually did a similar something with Snickers a couple of years ago. You've seen it from Avocados of Mexico with Rob Riggle. So digital twin is becoming more popular here is what I'm seeing.