AI human avatars: opportunities and risks for UK businesses and services

Pavis, M. and Lees, D. ORCID: https://orcid.org/0000-0002-3787-3740, (2025) AI human avatars: opportunities and risks for UK businesses and services. Report. Synthetic Media Research Network, Replique pp16. doi: 10.48683/1926.00127435

Abstract/Summary

Recent advances in Generative AI have made it possible to create life-like human avatars that replicate a person’s voice, face and gestures with striking accuracy, through a process known as digital cloning. Once experimental, these technologies are now commercially available and have been increasingly used by UK businesses and public services since 2022. AI human avatars are increasingly used to enhance communication, training and customer interaction, driven by gains in efficiency, inclusivity and emotional resonance. Yet this rapid uptake raises complex legal, ethical and economic risks, from consent and misinformation to cybersecurity or labour displacement. As a high-reward, high-risk application of AI, the use of human avatars and digital cloning demands urgent and coordinated policy attention. This briefing maps emerging trends in AI human avatar use by UK businesses and services, describing key reported benefits and risks of the technology to support effective policy intervention. This briefing makes 4 policy recommendations to support the government's objective for economic growth and leadership in AI, set out by the AI Opportunities Action Plan and The UK’s Modern Industrial Strategy 2025. The text of the report is licenced under a CC BY-NC 4.0 licence. This does not apply to the images.

Additional Information	The text of the report is licenced under a CC BY-NC 4.0 licence. This does not apply to the images.
Item Type	Report (Report)
URI	https://centaur.reading.ac.uk/id/eprint/127435
Identification Number/DOI	10.48683/1926.00127435
Divisions	Arts, Humanities and Social Science > School of Arts and Communication Design > Film, Theatre & Television
Uncontrolled Keywords	AI; avatars; cloning; Generative AI; image rights; Intellectual Property; business communication; Responsible AI
Additional Information	The text of the report is licenced under a CC BY-NC 4.0 licence. This does not apply to the images.
Publisher	Synthetic Media Research Network, Replique
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