Studio Blo rolls out AI celebrity cloning platform FAIMOUS

Studio Blo, an India‑based AI‑native filmmaking studio founded by Dipankar Mukherjee, Joel James and Rishabh Suri, has unveiled FAIMOUS, an ethical celebrity‑cloning platform that lets actors and athletes license AI‑generated replicas of their faces, voice and appearance for brand campaigns. The company demonstrated the technology by creating a digital clone of cricketer Hardik Pandya and assembling women cricketers from the Mumbai Indians IPL franchise in a single AI‑driven advertisement. “We are very clear that ownership does not belong to us,” Mukherjee told ET AI, emphasizing that the celebrity retains ownership of the likeness at all times.

FAIMOUS provides separate dashboards for celebrities and for brands that purchase access. Brands can generate content featuring a clone but cannot publish it until the celebrity approves the final asset. The platform embeds traceable watermarks and unique signatures into each generated piece, a safeguard against unauthorised deepfakes. In February 2026 the Indian government amended the IT Rules to target synthetic media, and an August 6 release stipulated a three‑hour deadline for intermediaries to remove unlawful content after a valid government or court order. Studio Blo also offers deep‑fake detection services, though takedown remains the responsibility of the celebrity’s legal team.

Beyond licensing, Studio Blo is positioning itself as a digital talent‑management agency. The firm has worked on cloning‑as‑a‑service projects with Hrithik Roshan, Ayushmann Khurrana, Shraddha Kapoor and Samay Raina, and envisions building entertainment IP around digital celebrities. Mukherjee noted that a professional athlete could become an animated superhero, tapping into fan enthusiasm. Pricing models are still evolving; the per‑use cost aligns with leading AI platforms, but the market is debating whether a clone should command the same fee as a traditional endorsement or be priced lower. Mukherjee predicts premium pricing within six months, arguing that brands can leverage a likeness for extended periods without the celebrity’s physical time, reducing post‑production effort.

What to watch: adoption of AI celebrity clones by major brands and the regulatory response to synthetic media.

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