Khaby Lame just got valued at $900 million.

Not as a creator. As a company.

Rich Sparkle Holdings now owns exclusive global commercial rights to his likeness, content, and crucially, an AI Digital Twin that can generate localised campaigns without him being there.

This isn't influencer marketing. This is transforming a human attention asset into scalable distribution.

We've never been more surrounded by content. AI can now produce infinite versions of infinite things for infinite audiences. The supply side has exploded.

This means the only things that truly matter now are those that can't be manufactured: trust, taste, and brand.

Consider it from the consumer's perspective. With infinite creation possible, how do you work out what's real, what's good, or who to believe?

You look for signals: consistency, a track record, a distinctive point of view that feels human, even when the tools aren't.

That's brand. And brand isn't just for companies.

Khaby built one of the most distinctive creative assets on the internet. No words. No gimmicks. Just a shrug and a stare that says more than most scripts. That simplicity is his moat. It's recognisable in any language, any market, any format.

The AI twin can scale distribution, but it can't manufacture trust. That was built over years of showing up the same way, every time.

This deal signals a clear direction: Creators are becoming brands. Brands are becoming licensable IP. Attention is being converted into infrastructure.

But there are different ways to read this deal, it’s also a nod towards the dystopian future we are heading into.

If the audience starts to feel like they're watching something synthetic, you risk the very trust premium that made the attention valuable in the first place.

If the twin feels like a cheap growth hack that dilutes the authenticity, the audience will reject it entirely. If it creates delightful experiences at scale, some wall call it the future - although you’d still argue it’s a dystopian one.

The winners in this era won't be the ones who produce the most content.

They'll be the ones people still believe when everything else feels synthetic.

Trust is the new scarcity. Brand is the ultimate moat.

And in a world of infinite content, distinctiveness is the only thing that cuts through.