Just had Luke Arrigoni, CEO of Loki AI, on The Sales Show about the AI impersonation crisis hitting ALL of us. Even small creators are getting their faces stolen. If you think you're too small to be targeted, think again...

Everyone's Digital Face is Being Stolen

I barely use Instagram, yet someone impersonated me selling meme coins to my contacts. Friends started messaging: "Simon, are you really selling crypto now?" This isn't just happening to celebrities - small business owners, consultants, coaches are all targets. The platforms don't care because it happens hundreds of times per second.

Who Actually Owns Your Digital Face?

Legally complex answer: YOU do under most situations. But context matters. Public background shots? Could be First Amendment. Someone selling with your face? Right of publicity violation. The emerging AI bills are trying to define "likeness" rights (face + voice), but lawmakers are struggling to keep up with AI speed.

The Arbitrage Opportunity Hidden in the Chaos

While bad actors are winning the deepfake war, there's massive opportunity for agile businesses. Big companies are slow implementing AI tools that take you minutes to deploy. You can now compete directly with companies "way out of your league" because you move faster. Don't fear the big players - use their weight against them.

The Platform Triage Reality

Instagram, YouTube, X - they don't have manpower for millions of daily impersonation reports. When you're hit, you either mobilize your audience to mass-report (which Luke's service fast-lanes) or you're stuck in platform purgatory. Prevention beats reaction, but triage services exist when you need them.

The Industry Expertise Sales Secret

Luke's team doesn't use setters - just closers who know entertainment industry intimately. His consulting "party trick"? Telling prospects their exact problem before they explain it. "I bet you're processing contracts across different states and can't sort them because real estate contracts are always messy with different amendments." Specificity wins deals.

Why High-Quality Content Beats AI Drivel

Luke's growth strategy: One researcher with economics degree creates blogs so well-sourced you know within 10 seconds it wasn't AI-generated. While everyone competes with ChatGPT content, they create collegiate-level research with conflicting viewpoints and critical thinking. The bar is now "amazement that it's human-made."

The Neural Networks Pivot That Saved Their Business

2015-16: Luke's team realized traditional machine learning was about to get crushed by neural networks. While competitors said "neural nets are overkill, old way is fine," Luke's team asked the existential question: "Is this going to upend us?" Those who stuck with old methods? Now forgotten. Moral: Adapt or die.

The LinkedIn Partnership Funnel

Public figures are "insulated from cold calling like viruses in an immune system." Luke builds partnerships across industries who refer clients with impersonation problems. Content engagement shows who needs touchpoints. It's not about 100K likes - it's targeting the right 40-50 people in their specific niche.

The Right of Publicity History Lesson

"Right of publicity" emerged over 100 years ago when cameras let people steal your likeness for cereal boxes. Before cameras, it was just paintings/drawings. Today's AI deepfakes are the same concept at massive scale. The legal framework exists - enforcement is the challenge.

👉 Protect your digital identity before it's stolen. Ready to build systems that scale faster than big companies?

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