Michele Magro

You can clone a face. You can't clone trust.

A Guardian investigation reveals how deepfakes are undermining influencers' credibility, with cases of cloned faces used in ads they never authorised. But the most telling case, fashion creator Molly Tranchin's dispute with brand Eby, doesn't involve an outside scammer: it comes down to a contract clause written before "edit" could mean "synthetic regeneration." The piece draws a practical lesson for anyone working with creators: update the contracts before launching the next campaign, not after.