The CAA Vault, Which Stores AI Clones of Talent, Taps Veritone as Tech Partner

CAA has turned to technology vendor Veritone to help build and operate the talent agency’s early-stage database housing replicas of its clients’ digital likenesses.

In September 2023, CAA launched The CAA Vault, an in-house service based in Burbank, Calif., that can scan, capture and securely store clients’ digital likenesses (face and body) and voice. The point is to give talent ownership, control and permission over their digital identities to address issues of consent, credit and compensation related to AI usage.

CAA inked a strategic partnership with Veritone to power The CAA Vault. Under the arrangement, CAA is accessing Veritone’s Digital Media Hub technology to store the intellectual property for participating talent. Veritone is ingesting, organizing and storing the digital assets and all associated metadata, like synthetic counterparts, including digital scans and voice recordings.

CAA’s participating clients have access to a “unique personal vault,” which enables secure storage and sharing. The agency’s goal is to eventually make The CAA Vault tool available for all clients — and ultimately anyone in the industry — to protect revenue-generating opportunities related to their digital images and likenesses.

“Ethics-led and talent-friendly applications of emerging technologies, like AI, are a top priority for CAA, driving us to innovate new ways to support and protect artists,” Alexandra Shannon, head of strategic development at CAA, said in a statement. “The launch of The CAA Vault is one such innovation. By partnering with a trusted organization like Veritone, we can maintain the security of the artist’s assets, while working to ensure that AI is responsibly integrated into opportunities across the entertainment landscape.”

CAA and Veritone tout their collaboration as an example of “the power of ethical AI” that showcases the “importance of fostering responsible practices within the entertainment industry.”