What are the limitations of using someone’s likeness for promoting a product?

I've found that using human faces on a website can 1.5-2x conversion rates. If I use pictures of real people from history (ex. Einstein) on my product page in order to sell that grandeur and relatable/human aesthetic, is there any risk of getting sued for using someone else's likeness for publicity? Does anyone know the limitations of that?

submitted by /u/Weeeyerd
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