The New York Times recently profiled Scott Jacqmein, an actor from Dallas who sold his likeness to TikTok for $750 and a free trip to the Bay Area. He hasn’t landed any TV shows, movies, or commercials, but his AI-generated likeness has — a virtual version of Jacqmein is now “acting” in countless ads on TikTok. As the Times put it, Jacqmein “fields one or two texts a week from acquaintances and friends who are pretty sure they have seen him pitching a peculiar range of businesses on TikTok.”

Now, Jacqmein “has regrets.” But why? He consented to sell his likeness. His image isn’t being used illegally. He wanted to act, and now — at least digitally — he’s acting. His regrets seem less about ethics and more about economics.

The more perfect the imitation, the greater the lie. What people

See Full Page