If a brand continues to use your image digitally, the key factor is whether and to what extent you have previously consented to such use. The decisive element here is the scope of usage rights granted under the contract.

As a general rule, your right to your own image and your broader personality rights remain fully protected, even in cases of digital and AI-driven reuse. Any use beyond the originally agreed purpose, duration, or channels is generally not permitted without a proper contractual basis.

If no explicit consent was given for extended digital use—such as editing, reproduction, AI training, or cross-platform distribution – this may constitute a violation of your personal rights. In such cases, you may have claims for injunctive relief, information, and potentially damages.

Where such rights have been granted (e.g., through buyout or broad usage clauses), it is important to assess their exact scope – particularly in relation to new technologies like AI. Vague or overly broad clauses may be subject to legal challenge.

For this reason, it is essential to clearly define in advance how your image may be used, especially regarding digital reuse, modification, and future forms of exploitation.