People are hiring out their faces to become deepfake-style marketing clones

Liri can juggle so many jobs, in multiple countries, because she has hired out her face to Hour One, a startup that uses people's likenesses to create AI-voiced characters that then appear in marketing and educational videos for organizations around the world. It is part of a wave of companies overhauling the way digital content is produced. And it has big implications for the human workforce. Liri does her waitressing and bar work in person, but she has little idea what her digital clones are up to. "It is definitely a bit strange to think that my face can appear in videos or ads for different companies," she says.