Glossary
Model release
A model release is a signed agreement in which a person allows their likeness to be photographed and used commercially, within agreed limits.
Releases define where images may appear (web, print, ads), for how long and in which territories. Agencies usually negotiate usage fees on top of day rates, and renewing usage for a successful campaign can cost as much as the shoot.
For AI images of a real person — a digital twin — consent needs to cover the AI use explicitly.
Updated 26 September 2026.