Ogilvy and CAA launch Echo, a consent-first AI platform for celebrity ads

The ad giant and the Hollywood talent firm want brands to use AI-generated stars only with permission, starting with Terry Crews Ogilvy, the ad agency behind campaigns for Dove and Coca-Cola, is teaming up with Creative Artists Agency to build a platform for AI-generated celebrity ads. The platform is called ECHO, and its central promise is consent. That promise carries weight. Unauthorized digital likenesses rattled Hollywood badly enough to become a core issue in the actors’ strike three years ago. Now two of the industry’s biggest players want to sell AI as a licensed product rather than a threat. What ECHO is supposed to do ECHO is described as a consent-first generative AI platform. It is built for creating celebrity-driven ads and content under controlled conditions. According to the research on the partnership, the platform puts talent rights, intellectual property protection, and brand integrity at the front of the process. It aims to let brands generate engaging ads while keeping creative control. It also relies on consent mechanisms meant to preserve consumer trust. The public unveiling is scheduled for November 12, 2026, at 11 AM EST. It will happen during an OgilvyOn Li...