With technology and creativity intersecting more and more by the day, Spotlite has emerged as one of the most forward-thinking platforms redefining how models, creators, and brands collaborate. At its helm is Hannah Choi, a Korean entrepreneur whose blend of tech experience and global insight has positioned Spotlite at the forefront of an urgent new mission, protecting human creativity and identity in the age of artificial intelligence.
Bridging Fashion and Technology
Spotlite was founded by Choi and her co-founder, a veteran fashion model with over a decade of international experience. Together, they identified a fundamental inefficiency in the traditional casting industry, which was long dominated by intermediaries and opaque systems. Their vision was to create a platform where brands could cast models as seamlessly as booking a hotel room.
Today, Spotlite provides a transparent, user-friendly ecosystem connecting freelance talent and clients directly. The platform’s early traction stemmed from solving a long-standing issue for independent models: the lack of access, safety, and fair representation in a fragmented industry. By eliminating middlemen and emphasizing direct collaboration, Spotlite empowered thousands of creators across markets in Asia, North America, and beyond.
A New Kind of Protection in the AI Era
As artificial intelligence began reshaping industries, new challenges emerged for creators, particularly around consent, likeness, and image misuse. Many models found their images being scraped, replicated, or used commercially by AI systems without their approval.
Spotlite recognized this as an existential threat to creative livelihoods. In response, the company expanded its mission beyond casting to safeguarding digital identity. Through advanced face-detection and image-tracking technology, Spotlite now monitors where and how model images appear online, alerting users when their likeness is used without consent.
But Choi’s team didn’t stop there. They turned the same technology into an opportunity. Spotlite introduced a likeness licensing model, enabling creators to ethically authorize brands to use their digital likeness for AI-generated campaigns. This innovation allows brands to create diverse, realistic content without costly logistics while ensuring the original models are compensated and credited. It’s a bold reimagining of the relationship between authenticity, AI, and artistry.
Building a Global Creator Economy
Spotlite’s growth has been rapid. What began as a community of 50 models has scaled to more than 3,000, spanning multiple continents. The platform’s success, Choi explains, stems from a simple principle: helping users earn sustainably. When creators benefit financially and feel protected, they become advocates, inviting others to join, creating an organic network effect that fuels Spotlite’s expansion.
The company’s hybrid identity — part fashion, part technology — hasn’t been without challenges. The tech industry values efficiency and automation, while fashion emphasizes authenticity, storytelling, and individuality. Choi’s role has been to help both sides “shake hands,” aligning technology’s speed with fashion’s soul.
Lessons from the Journey
Choi’s startup philosophy is deeply shaped by her own journey through Korea’s fast-paced tech ecosystem and her global exposure as an investor and accelerator. Yet, like many founders, she acknowledges learning the hard way.
Her two biggest lessons? First, “don’t build too much.” Spotlite’s early excitement led to overdeveloping its product, a common startup pitfall. Simplifying and prioritizing user needs became a cornerstone of their new approach.
Second, Choi emphasizes culture. In her words, the “soul” of a team is as vital as the product itself. Spotlite’s authenticity, shared mission, and user empathy have become its true competitive edge, something no competitor can copy.
Toward an Ethical AI Future
Looking ahead, Choi envisions Spotlite as the world’s largest platform for licensable digital identities, a place where models, actors, and creators can manage and monetize their likeness safely in an AI-driven world. The goal is not only to protect rights but to foster a creative ecosystem that continues to value human uniqueness.
Within the next few years, Spotlite aims to expand to over 10,000 creators worldwide, offering brands the ability to produce both traditional and AI-assisted campaigns ethically through the same platform. Eventually, it hopes to become an all-in-one hub for image and video creation that is anchored in transparency and fair compensation.
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