In early 2025, Thomas Graham, CEO of Metaphysic, a leading AI generative video company confronted fundamental questions about who should control digital identity in a world where AI could perfectly recreate human likeness. Founded in 2021, Metaphysic first rose to fame through viral deepfake videos. It achieved a significant milestone with “Here,” the first major film to use AI for de-aging actors, including Tom Hanks. Operating at the intersection of entertainment and ethics, Metaphysic had two revenue streams: high-end content creation for Hollywood studios and a platform allowing individuals to own and control their digital likeness. The case explores how Hollywood’s longstanding “separated rights” framework—ensuring creators maintain ownership of their work beyond contracted uses—provided a foundation for Metaphysic’s business model and the basis for creators to capture value from new uses of their talent with AI.

However, as AI increasingly codified expertise across sectors, from consulting to private equity, these protections do not extend; employers own workplace data by default. In such environments, when an individual’s expertise can be digitally captured, replicated, and monetized, the case examines who can capture value, and the pivotal role of claiming data rights in complex multi-party negotiations.

Harvard Business School Associate Professor Zoe Cullen and host Brian Kenny explore the tensions between individual rights and commercial applications of AI and the central question of what protections must be forged today to ensure professionals in the future continue to contribute and be compensated in the case, Metaphysic AI: Rethinking the Value of Human Expertise.