From TikTok star to AI-powered brand: Khaby Lame’s $975M bet on digital twins 🎭

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In just a few years, Khaby Lame has gone from laid-off factory worker to one of the biggest stars on the internet. The most-followed creator on TikTok has reportedly signed a deal valued at $975 million with an investment group based in Hong Kong. At the center of the agreement is one of the hottest ideas in the creator economy today: a digital twin, powered by AI, capable of producing content without the creator being physically present.

A meteoric rise, from public housing to global influence 🌍

Khaby Lame’s story feels like something the internet itself might have scripted. Born in Senegal and raised in Italy, he was living near Turin when, in 2020, the Covid-19 pandemic cost him his job at Amazon. Just a few years later, he became the most-followed influencer in the world, with an estimated 250 million followers across social platforms.

His success was never built on complexity. Khaby’s formula was radically simple: parodying absurd “life hack” videos with nothing more than a silent stare and a now-iconic hand gesture. Without saying a single word, he managed to speak to a global audience.

Today, that popularity is no longer measured only in views and likes. It has evolved into a full-fledged business strategy. Khaby is no longer just a content creator — he is becoming a major player in the digital entertainment industry.

A $975 million deal 💰

Khaby Lame has finalized a strategic deal valued at $975 million, selling 51% of his company — the entity that manages his image and brand — to Rich Sparkle Holdings, a Hong Kong–based investment group.

The move reflects a broader shift in the creator economy. Influencers are no longer simply paid for sponsored posts; they are increasingly treated as brands in their own right, with valuations that resemble those of traditional companies.

Importantly, this partial sale doesn’t mean Khaby is stepping away from his business. Instead, he is partnering with a group positioned to accelerate his global expansion, bringing more capital, structure, and a long-term vision to the table.

A digital twin that can create content without him 🤖

The most striking element of the deal is the planned launch of an AI-powered digital twin. Khaby has authorized the use of his face, voice, and signature gestures to create a virtual version of himself capable of generating and distributing content at scale.

The goal is clear: increase output without relying on his physical presence, schedule, or production constraints. It’s an industrial approach applied to entertainment, where the creator becomes a platform capable of continuous content production.

But this level of automation raises a sensitive question: how far can you “clone” an influencer without losing what makes them authentic? To mitigate potential risks, Khaby has reportedly assembled a team responsible for approving content before publication — a way to retain control over his image, even as parts of the creative process become automated.

According to Italian media, this strategy could mark a turning point for the industry. For the first time, a creator may no longer be seen as merely a brand ambassador, but as a self-contained brand, complete with virtual extensions that can exist everywhere, all the time.

A symbol of the new creator era ✨

This deal is more than just a success story. It highlights how influence is increasingly being converted into capital — and how artificial intelligence is beginning to reshape what it means to be a creator.

With this partnership, Khaby Lame enters a new phase of his career. One where success is no longer measured solely by follower counts, but by strategy, intellectual property, and the ability to exist simultaneously in the physical world and the virtual one.

👉🏾 Do you think an AI “double” can replace an influencer without sacrificing authenticity?