While the AI art trend of the 2010s was changing the way in which people consume images, this chapter considers the same implications in relation to AI-generated representations of human beings. As the AI art trend was ongoing, the 2010s also saw social media platforms come to dominate public discourse such that the world increasingly came to be defined in terms of online media and into this world came deepfakes. Using examples from political, pornographic and film contexts, this chapter argues that such AI-generated images of people confuse and distort that individual’s perceived identity, robbing them of authorial agency over their own image. To develop this argument, this chapter integrates Vilém Flusser’s media philosophy with Jean Baudrillard’s hyperreality and John Hartley’s notion of the homo nuntius. Through this theoretical lens, the chapter argues that the use of AI systems to continually replicate an individual’s image in different historical and cultural contexts, establishes new and often contradictory associations between the individual and social messages that were originally unconnected to them. The chapter concludes that, if such replication is to continue endlessly, this directionless expansion of associations will ultimately lead to a collapse of individual identity altogether.