AI agents that mimic real people—digital replicas—raise major legal issues, including rights of publicity, copyright, and consent. U.S. laws vary by state, and consent alone isn’t enough to avoid risk. EU and global regulations are emerging, adding complexity. Brands must secure clear licenses, define usage, manage outputs, and ensure transparency. Legal strategy isn’t optional—it's essential to protect trust, reputation, and avoid costly liabilities in this fast-evolving space.