Who controls your AI self on TikTok? One creator has a…

What happened

In August 2026, creator Bryce Gruber discovered an AI-generated video on TikTok featuring her likeness promoting a self-tanner she had never used or endorsed. The video depicted a digital doppelgänger of Gruber enthusiastically reviewing the product, a scenario she had never filmed. Upon investigating, Gruber found that her TikTok AI Self settings were set to "Everyone" by default, which allowed others to utilize her digital avatar in AI-generated content.

TikTok's "AI Cast" feature allows users to create an "AI Self" by recording themselves from multiple angles and reading numbers to verify their identity. Once created, users can keep this avatar private or share it with friends or the public. When the feature is shared, other users can generate videos featuring the avatar or combine multiple avatars by using the @-mention function. According to a TikTok representative, users are notified when someone uses their AI Self; however, Gruber’s experience underscored the potential for misuse when privacy settings are not strictly managed.

Gruber, who discovered her settings were set to allow public access, urged other creators to switch their permissions to "Only You." This incident highlights broader concerns regarding the control of digital likenesses, as creators increasingly face unauthorized impersonations in advertising. Beyond the AI Cast feature, Gruber noted that her face and voice had previously been used by a third-party company to market denim, and other creators have reported similar instances of AI-generated content mimicking their appearances and filming environments. While TikTok maintains that AI Cast is intended as a peer-to-peer creative tool, the incident reflects ongoing tensions regarding how platforms manage synthetic media and protect user identity.