SPOILER ALERT! This story contains details from Sunday’s episode of Big Brother.

When Big Brother‘s Angela Murray first encountered her A.I. avatar, she emphasized to her fellow houseguests that she was not the one speaking and certainly not the one making eviction nominations.

However, she was partially correct; the nominations were actually made by Quinn Martin, who had the authority to override a Head of Household’s choices. Yet, it was undoubtedly Murray’s voice and likeness being used.

Prior to the season, all houseguests were asked to stand before a basic camera and respond to simple questions. Murray and her fellow contestants were unaware of how their images and voices would be utilized; they assumed it was for marketing or future game moments.

In truth, it was to enable the tech experts at Proto — the creators of the holographic communication platform used on the show — to generate avatars that could perform or say anything the BB producers desired, akin to a deepfake Head of Household resembling Murray. (These avatars can even be programmed to speak languages like Cantonese or Italian, if the producers choose to do so).

With the houseguests’ images and voices recorded, Proto can produce artificial doppelgängers in an impressively short time. For Sunday’s episode, an avatar of Martin was designed to create chaos as an A.I. Instigator, executing the mischievous desires of Tucker Des Laurier. America granted him this power for a week.

Martin’s likeness, similar to Murray’s, was “physically projected within the glass” of the life-size box, known as Epic. This device retails for approximately $30,000 and has primarily been utilized by retail stores, hospitals, and universities … until now.

“We were the first in the world to do this [type of technology],” states David Nussbaum, the founder and CEO of Proto and a self-proclaimed BB superfan. “All you need is any 4K camera — even an iPhone. We have an app for the iPhone that allows you to set it on a tripod and hit the beam button. It’s like having a Zoom call on your end, but you appear as if you’re physically in 12 locations simultaneously on the other end.”

This technology is particularly favored by educators as they can “beam in remotely and deliver guest lectures from across the globe.”

However, some celebrities have already recognized its appeal; Howie Mandel, for instance, has integrated the Epic into the set of his “Howie Mandel Does Stuff” podcast, which he also films for YouTube. (It’s advantageous that Proto leases showroom space in Mandel’s industrial building in Van Nuys, where he produces his podcast).

“We recently beamed Howie into JFK Airport to entertain travelers,” Nussbaum shares.

Alongside Mandel, other celebrities have assisted Nussbaum in showcasing the capabilities of his technology. Visitors to his showroom are welcomed by three Epics resembling mini-star containers. But the real Camila Cabello is perfectly fine; that’s her avatar in leather boots.

“We have numerous safeguards in place to prevent manipulation of our content without the consent of the individual for whom the content is created,” Nussbaum explains.

In other words, the BB houseguests need not worry about Proto using their images post-game. “All content will be destroyed,” he assures. “It’s for entertainment purposes. This isn’t A.I. It’s Big Brother A.I.”

When questioned about the future of his company, Nussbaum indicates that his business model is focused on enterprise, commercial, and retail sectors. However, he hopes Hollywood will recognize the potential of his hologram technology. Proto’s involvement in Big Brother marks its initial significant venture into television.

“When it comes to Hollywood, I believe the future truly lies in the hands of artists and filmmakers,” Nussbaum asserts. “This is merely a tool to enable them to achieve more. Before the internet, people feared it. Before smartphones, individuals were accustomed to using the phone on the wall in their kitchen. This is not something to fear. This is something to appreciate and understand. It serves as a creative tool, not a substitute for anything.”