A new feature from Google is making it easier than ever to create AI-generated avatars of oneself. At the company's recent I/O developer conference, vice president of product management at Google Labs, Elias Roman, demonstrated Flow, a tool that allows users to insert their digital clones into any video they want.

This development comes as part of Google’s larger push to make AI more accessible and mainstream for creators. Flow users can now generate characters in videos with greater consistency thanks to the new Omni Flash model, which overhauls video generation with richer detail throughout clips.

The feature is reminiscent of OpenAI’s now-defunct Sora app, but unlike that platform where users could create AI versions of others, Google's focus remains on self-generated avatars. Google has also implemented a SynthID watermark in every video generated using this feature to ensure transparency.

While these tools are certainly beneficial for content creators, they raise questions about authenticity and the future of online identity. As more people use AI-generated avatars, the line between reality and digital alter-egos could become increasingly blurred.