23 March 2026
AI avatars are helping UK businesses save time and money, but without clear rules, workers are at risk and growth opportunities are being missed.
AI human avatars - digital recreations of a person's appearance, voice and gestures - are becoming increasingly common across the UK economy and helping to drive growth. But a landmark report by researchers at the University of Reading has found that without strong legal rules, workers and members of the public are left exposed to privacy violations, misinformation and exploitation.
The consequences of weak guidance are already being felt, and the report warns that without clear legal rules, businesses risk costly mistakes that could turn cost savings into expensive liabilities. One case attracted significant public attention when it emerged that Scottish actor Gayanne Potter's voice had been cloned for ScotRail train announcements without her knowledge or consent. ScotRail now faces potential legal action as a result.
Dr Dominic Lees, co-author of the report and researcher at the University of Reading's Synthetic Media Research Network, said: "UK businesses are already using AI avatars to save time, cut costs and reach wider audiences. The technology works and the demand is there: this is an AI growth opportunity. What is holding firms back is the absence of clear rules that tell them what they can and cannot do. With the right legal rules in place, the UK could become a world leader in the responsible use of this technology, and businesses of every size could benefit."
Under current UK law, a person's face, voice and gestures are not protected by any single statutory right. The report warns that this uncertainty is preventing UK businesses from accessing the full growth potential of AI avatar technology, which many organisations are already using to save time and money.
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 AI avatars of its analysts to deliver client advice.
The report sets out four reforms the researchers argue would allow UK businesses and public services to deploy AI avatars responsibly and competitively, directly supporting the goals set out in the government's AI Opportunities Action Plan and 2025 Industrial Strategy.
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 AI avatar tools safely.
The environmental cost of AI avatars should be measured and made public.
Dr Dominic Lees will present the findings at a parliamentary event at the Palace of Westminster on Monday, 23 March.
Read: AI human avatars: opportunities and risks for UK businesses and services. DOI: 10.48683/1926.00127435
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