Artificial Intelligence human avatars, digital recreations of a person’s appearance, voice and gestures, are becoming more common across the UK economy. Researchers at the University of Reading say the technology is already helping organisations save time, cut costs and reach wider audiences, but weak legal protections are leaving workers and the public exposed to privacy violations, misinformation and exploitation. They argue that the lack of clear rules is now limiting both responsible adoption and broader economic gains.
The risks are no longer theoretical. One case drew public attention after Scottish actor Gayanne Potter’s voice was cloned for ScotRail train announcements without her knowledge or consent. ScotRail now faces potential legal action as a result. The report says businesses risk making costly mistakes when legal guidance is unclear, turning expected efficiencies into liabilities.
Under current UK law, a person’s face, voice and gestures are not protected by any single statutory right. The report says this uncertainty is preventing businesses from realising the full growth potential of avatar technology. HR tech company Screenloop reported 500% savings on its video budget. Global customer experience company Teleperformance cut five days off production per video. Transport for London uses a voice avatar for station announcements. UBS Bank uses Artificial Intelligence avatars of its analysts to deliver client advice.
The researchers propose four reforms to support safer and more competitive use of the technology. People should have a legal right over their own face and voice. Contracts that sign away those rights without consent or fair pay should be banned. Businesses should be given clear guidance on how to use Artificial Intelligence avatar tools safely. The environmental cost of Artificial Intelligence avatars should be measured and made public. The report says these steps would support the government’s Artificial Intelligence Opportunities Action Plan and 2025 Industrial Strategy while helping the UK build leadership in responsible synthetic media.
