Recent controversies, including Civil War posters and altered photos in a Netflix documentary, have led to concern over the growing use of artificial intelligence on screen
Though last year’s writers’ and actors’ strikes in Hollywood were about myriad factors, fair compensation and residual payments among them, one concern rose far above the others: the encroachment of generative AI – the type that can produce text, images and video – on people’s livelihoods. The use of generative AI in the content we watch, from film to television to large swaths of internet garbage, was a foregone conclusion; Pandora’s box has been opened. But the rallying cry, at the time, was that any protection secured against companies using AI to cut corners was a win, even if only for a three-year contract, as the development, deployment and adoption of this technology will be so swift.
That was no bluster. In the mere months since the writers’ and actors’ guilds made historic deals with the Alliance of Motion Picture and Television Producers (AMPTP), the average social media user has almost certainly encountered AI-generated material, whether they realized it or not. Efforts to curb pornographic AI deepfakes of celebrities have reached the notoriously recalcitrant and obtuse US Congress. The internet is now so rife with misinformation and conspiracies, and the existence of generative AI has so shredded what remained of shared reality, that a Kate Middleton AI deepfake video seemed, to many, a not unreasonable conclusion. (For the record, it was real.) Hollywood executives have already tested OpenAI’s forthcoming text-to-video program Sora, which caused the producer Tyler Perry to halt an $800m expansion of his studios in Atlanta because “jobs are going to be lost”.
