Khaby Lame, the globally popular TikTok star known for his silent reaction videos, has entered a new phase of his digital career after selling his brand management company in a deal valued at approximately ₹8,980 crore. The agreement, which also includes the creation of an AI-generated clone of the influencer, is being seen as one of the largest commercial transactions in the global creator economy to date.
The 25-year-old Italian content creator, whose real name is Seringe Khabane Lame, rose to worldwide prominence during the Covid-19 pandemic with his wordless videos that mocked overly complicated life hacks. His expressive gestures and understated humour struck a chord across cultures, helping him build one of the largest social media followings in the world.
According to public filings, Lame’s company Step Distinctive Limited, which manages his global brand and commercial operations, has been acquired by Hong Kong-listed holding firm Rich Sparkle. Under the terms of the deal, China-based livestreaming and content commerce company Anhui Xiaoheiyang Network Technology Co., Ltd. will act as Khaby Lame’s exclusive global commercial partner for the next 36 months.
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AI Clone to Expand Global Reach
A key highlight of the agreement is the development of an AI-generated digital clone of Khaby Lame. The influencer has granted consent for the use of his facial likeness and voice, enabling the creation of AI-driven content in multiple languages. The move is aimed at expanding his reach across global markets while preserving his signature expressions and visual storytelling style.
Industry observers say the deal reflects how leading creators are increasingly leveraging artificial intelligence to scale content production, localise messaging and strengthen brand partnerships. AI avatars are expected to play a significant role in the next phase of influencer marketing and digital commerce.
From Factory Worker to Global Icon
Born in Senegal and raised in Italy, Khaby Lame’s rise to fame began after he lost his factory mechanic job in March 2020 during the pandemic-induced shutdowns. Living near Chivasso, close to Turin, he began posting short videos that simplified viral internet hacks—without speaking a single word.
The format quickly gained traction on TikTok and Instagram, transcending language barriers and turning Lame into a global internet icon. Today, he has over 160 million followers on TikTok and more than 77 million followers on Instagram, making him the most-followed creator on the short-video platform.
His trademark wide-eyed expressions, subtle smile and open-palmed gestures have become instantly recognisable and widely replicated across social media.
Major Brand Collaborations
Over the years, Khaby Lame has collaborated with several high-profile global brands, including Hugo Boss, Airbnb, Binance and major Hollywood studios. His estimated annual earnings are reported to be close to ₹165 crore, largely driven by brand endorsements and commercial partnerships.
The scale of the ₹8,980-crore deal underlines the growing commercial value of creator-led intellectual property and the increasing interest of global companies in monetising digital identities.
Past Controversy
Lame was briefly in the spotlight last year after being detained by US immigration authorities at the Las Vegas airport over an alleged visa violation. He was later allowed to leave the country voluntarily and complied with the directive. The incident did not appear to have any lasting impact on his global brand standing.
A New Chapter in the Creator Economy
With the launch of his AI clone and backing from international partners, Khaby Lame is now poised to extend his digital presence far beyond traditional social media platforms. The deal is being viewed as a landmark moment in the evolving creator economy, where artificial intelligence, digital identity and global commerce are rapidly converging.
As AI-driven content gains momentum worldwide, Khaby Lame’s latest move could set a new benchmark for how top creators monetise and scale their digital personas.
About the author – Ayesha Aayat is a law student and contributor covering cybercrime, online frauds, and digital safety concerns. Her writing aims to raise awareness about evolving cyber threats and legal responses.
