Australian footballer embraces AI avatar for commercial use

Australian footballer Cristian Volpato has become the latest athlete to authorize the commercial use of his AI-generated digital twin, marking a significant step in the AI-driven monetization of athlete likenesses. The video, created by the startup Callandor, showcases multiple AI-generated versions of Volpato in various global settings, including a beach scene and a digital billboard. Callandor, founded in February 2026, exclusively holds Volpato’s digital image, voice, biometric data, and performance metrics, using them to generate revenue through brand partnerships. Michael Fisk, co-founder of Callandor, emphasized the potential for AI to provide 24/7 brand exposure without compromising the athlete’s personal time. Meanwhile, concerns over unauthorized AI-generated content persist, with the AFL recently demanding Sportsbet cease using unapproved AI images of players. Jonathan Harlan, a legal expert, noted that AI-generated replicas are not protected by copyright, but athletes can still enforce their rights if they can prove financial harm. As AI continues to blur the line between real and synthetic content, athletes are increasingly taking control of their digital identities.