The Rolling Stones used AI de-aging technology to make the band appear younger in the music video for their new single “In the Stars” [1, 2].
The move highlights a growing trend of legacy artists using generative AI to manipulate their physical appearance and preserve their brand identity. By digitally altering their images, the band is navigating the intersection of aging and modern commercial viability.
Industry observers have described the decision as a strategic move to protect the band’s image rights and capitalize on their global brand [1]. The technology allows the musicians to project a visual aesthetic from earlier eras while releasing new material.
Public and critical reaction to the video has been divided. Some reports indicate the band is being praised for the implementation of the technology [1]. However, other reports suggest the group is being mocked and savaged for the de-aging effects [2].
Michael Loftus of Sky News Australia said, “I think it’s a brilliant move.”
Loftus said the financial motivations behind the decision were a factor. “People always underestimate the Rolling Stones' love of money. They’re really smart guys,” Loftus said [1].
The use of such technology in the music industry often sparks debate regarding authenticity versus artifice. While some viewers find the result impressive, others argue that the pursuit of digital youth detracts from the natural progression of a long-term musical career.
“The Rolling Stones used AI de-aging technology to make the band appear younger”
This development signals a shift in how legacy acts manage their public image in the AI era. By adopting de-aging tools, the Rolling Stones are not just altering a video, but are establishing a precedent for using digital likenesses to maintain a timeless brand image, potentially decoupling a performer's physical age from their commercial presentation.
