Relevance of the Union Agreement
There has been increased attention to the use of artificial intelligence in Hollywood, with the recent endorsement of a new agreement by SAG-AFTRA. The new deal is aimed at ensuring that SAG-AFTRA members benefit from the utilization of their performances, via AI or deepfakes, beyond their contracts. The agreement has given birth to a new dimension in movie making.
This development, though beneficial for actors, also brings to light many concerns. It raises questions about future film making and how AI will change the way actors exert their talents. How will the roles of real-time actors transform with the increasing use of AI in Hollywood?
The agreement also explores the ethical line. Where does the implementation of AI-related models stand on the scale of respect for creativity? How can the use of AI be guided to ensure that it upholds the dignity and professional recognition of authors and performers?
Being a pioneer of its kind, the SAG-AFTRA agreement continues to elicit mixed reactions across the sector. Yet, it presents a significant step towards embracing this inevitable technological evolution in the film industry.
AI in Film Production
The use of AI is not new to Hollywood; it has been used in various capacities over the years. In the past, it was majorly used in animation. AI’s capacity to generate graphics based on a specified formulation provides an incredible tool for filmmakers. Consequently, AI became a mainstay in animation studios worldwide.
However, the use of AI has gradually expanded beyond animation. AI can now create deepfake technology which produces lifelike footages. This development signifies a shift in the paradigm, and the most recent occurrence of this innovation is the case of David Attenborough’s AI video.
David Attenborough's AI video, created by Synthesia, presents an impressive example of the realistic capabilities of AI. The video, which features a convincing deepfake of Attenborough, demonstrates how AI can reproduce precision and finesse in recreating human expressions. This deepfake technology consequently blurs the lines between reality and artificiality.
The more real and convincing AI becomes, the more it raises questions regarding the future of traditional acting and film production. This new frontier in film production is continually challenged for authentic human embodiment, its infringement on private lives, and the ethical considerations underpinning its use.
Reshaping the Writing and Acting Realms
AI has the potential to reshape the art of scriptwriting, as it gains momentum in Hollywood. AI algorithms can generate dialogues and scripts, owing to their capability to draw intricate patterns of language and vocabulary. This poses a significant disruption to the profession of scriptwriting.
Actors’ likenesses can be replicated, opening avenues for them to star in films posthumously or concurrently in different projects. AI brings both prospects and perils as it stretches the limits of creativity and enhances the efficiency of production on one hand while triggering a profound unease about the sanctity of human forms of expression.
That said, it is anticipated that AI will unbolt remarkable new possibilities in movie making. Considering its growing role, AI may be considered a collaborative tool in the industry, perhaps as a co-writer or a stand-in asset. However, the introduction of AI immunity clauses raises issues about authorship, performance rights, and control.
The ability of AI to replicate the likeness of actors cultivates a new reality in Hollywood. On one hand, it poses the question of redundancy of actors in the era of deepfakes and AI. Conversely, as the SAG-AFTRA deal shows, it allows performers to seek profit from the digital utilization of their performance.
The Complexities of AI Rights
Another critical facet of this renaissance is the management and control of rights over the digital application of performers. IP rights can become problematic while dealing with AI in Hollywood. The question looming is how can the rights of a performer be managed when their performances are digital extensions of their persona.
The complexity arises when one considers the rights relevant to the use of AI models of an individual that can reproduce realistic performances. Provisions have to be made to ensure that the rights of original performers are sufficiently valued and guarded.
Moreover, there exists a legally ambiguous field around deepfakes and AI performances. There can be profound implications if the rights and regulations in this space are not appropriately defined and managed. Consequently, the SAG-AFTRA agreement can be perceived as a significant milestone towards acknowledging and addressing these issues.
The use of AI in Hollywood solicits curiosity and unease alike. However, as the SAG-AFTRA deal underlines, it is crucial to engage in a continual dialogue about the ethical, legal, and practical implications of AI’s role in Hollywood.