Yes and yes. It can get complicated but not in this case.
Think of it this way: make a televisión ad with any big movie star that's still alive. Can you do it with them acting without paying? Nope. Can you do it with ai for either their voice, face or body instead of acting and not paying them, even if the movie studio owns a certain famous character? Nope, because the character + actor face belong to both the studio and the actor.