Actress Ellen Burstyn, who portrays Marilyn Monroe in a newly released film debuting at the Venice Film Festival, attributes Monroe’s enduring appeal to the multifaceted persona she crafted. Burstyn described Monroe’s image as simultaneously deep, innocent, and alluring, qualities that continue to captivate audiences more than six decades after the actress’s death.
The continued fascination with Monroe also resonates with contemporary cultural conversations, particularly around celebrity lineage and authenticity. Dana Carpenter, an executive at Authentic Brands Group—which manages Monroe’s estate—points to Monroe’s status as an "anti-nepo baby," a figure who rose to fame without the advantage of a celebrity family background. Carpenter highlighted that Monroe’s difficult upbringing and her relentless pursuit of artistic and personal control inspire new generations amid an entertainment industry often characterized by star children such as Dakota Johnson and Brooklyn Beckham.
Authentic Brands Group acquired Monroe’s estate in 2011 and has since expanded its commercial ventures, especially this year in celebration of what would have been Monroe’s 100th birthday. The estate has authorized various projects, including a clothing collaboration with Lee jeans and the release of the seventh Marilyn Monroe Barbie doll by Mattel. Monroe’s image also remains prominent in advertising campaigns for luxury brands like Chanel, Tiffany, and Blancpain.
The rise of artificial intelligence (AI) in image and likeness generation presents new challenges for maintaining the integrity of Monroe’s legacy. Carpenter described efforts to combat unauthorized AI-generated depictions of Monroe as a constant struggle akin to "whack-a-mole." While the use of AI to create new portrayals of Monroe is not currently part of plans for the centennial celebrations, Carpenter did not rule out such possibilities in the future, suggesting the estate remains open to evolving technologies.
Director Maggie Gyllenhaal, president of the Venice jury, revealed that AI was nearly incorporated into the short film Flesh Impact, which imagines Monroe living to 100 years old and auditioning for a role. The film features Burstyn as the centenarian Monroe alongside flashbacks of her younger self played by Dakota Johnson. Gyllenhaal experimented with digitally overlaying Monroe’s likeness onto Johnson through AI but ultimately abandoned the technique. She said the AI-generated version lacked the emotional depth and humanity conveyed by Johnson’s performance.
Burstyn shared a personal recollection of meeting Monroe briefly early in her career at a nightclub, describing Monroe as a "magical creature." She also maintained a connection with Ralph Roberts, Monroe’s longtime masseur and confidant, who recounted that Monroe considered her public image a deliberate construct rather than an authentic reflection of herself.
As Marilyn Monroe enters her centennial year, her estate and the creators involved in commemorative projects continue to navigate the balance between preserving her legacy and embracing new forms of storytelling in the digital age.