The Tony Robbins A.I. Power Within

A new court case over an A.I.’s celebrity doppelgänger, somewhat hilariously approximating Tony Robbins, may establish precedent for the bursting docket of entertainers looking to protect their flesh-and-blood box office potential.

Almost no one has actually tested in court what happens when A.I. ingests a public figure’s voice, image, and personality—and spits out a commercial imitation. Not surprisingly, the outcome of Robbins’s suit may have ripple effects across the entertainment industry. Photo: David Paul Morris/Bloomberg/Getty Images

Eriq Gardner

July 8, 2025

It was inevitable that the age of artificial intelligence would collide with the cult of celebrity in a court of law. But who would have guessed that one of the first test cases would involve Tony Robbins, the centimillionaire motivational guru and peddler of self-help tomes based around power centers? Well, apparently Robbins is miffed about an A.I. chatbot that he claims offers a “studied impersonation” of him. Robbins, you see, already has his own “Tony Robbins AI,” and he’s none too pleased about a digital doppelgänger muscling in on his brand.