Khaby Lame agreed to a deal valuing his company at about $975 million, tied to licensing his brand and likeness at a massive scale.The buyer is a Hong Kong–based company, not the Chinese government, which matters for how people are framing this.As part of the deal, the company can build and deploy an AI digital version of Khaby for ads, content, and commerce.That means AI Khaby can appear in videos, campaigns, and regions without him filming every clip himself.He did not “sell himself” outright, but he did grant broad commercial rights to his image and persona. Reports say Khaby still holds equity and influence, but day-to-day brand usage shifts away from him.Financially, this is one of the largest creator valuations ever, especially for a TikTok-native star.