AI, Deepfake Videos To Be Under Spotlight During SAG-AFTRA Labour Negotiations

The deployment of AI has already created divisions within the US film and television industry.

Actors and screenwriters have envisioned various scenarios in which studios might employ generative AI to cut costs and maximise profits.

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A recent investigation into YouTube search results for Wes Anderson has revealed a collection of trailers that seemingly bear the distinct style of the acclaimed director. These trailers feature adaptations of popular franchises such as "Star Wars," "Harry Potter," and "The Lord of the Rings," boasting appearances by renowned actors like Bill Murray and Scarlett Johansson. What makes these trailers noteworthy is that they were not created by major Hollywood studios with their abundant resources and actual actors. Rather, they were generated by artificial intelligence (AI), sparking a contentious debate that will be a focal point during the upcoming labour negotiations between the SAG-AFTRA actors union and the studios, commencing on June 7, as reported by Reuters.

The deployment of AI has already created divisions within the film and television industry, particularly concerning screenwriters who are concerned about the potential use of this emerging technology to generate scripts without their involvement.

Duncan Crabtree-Ireland, the chief negotiator for SAG-AFTRA, emphasised the union's commitment to safeguarding its members' control over their "digital doubles" and ensuring that actors are duly compensated by the studios. He stated that a performer's name, likeness, voice, and persona are integral to their craft, and it is unjust for companies to exploit these elements without adequately remunerating the actors.

Prominent actors like Tom Cruise and Keanu Reeves have already become unwitting subjects of unauthorised deepfake videos, which are incredibly realistic yet fabricated using AI algorithms. Reeves himself expressed unease about this technology, partly due to the fact that it can be deployed without the consent or involvement of the actors.

The popularity of generative AI skyrocketed following the release of ChatGPT in November, an application developed by OpenAI with backing from Microsoft Corp. However, both American and European regulators have stressed the need for safeguards to prevent misinformation, biases, copyright infringements, and invasions of privacy.

Actors and screenwriters have envisioned various scenarios in which studios might employ generative AI to cut costs and maximise profits. The technology has the capability to produce new content by utilising existing material as input. It is already being used to digitally alter actors' appearances, such as erasing age marks or synchronising mouth movements to match dubbed programming in different languages.

Leland Morrill, an actor, shared his concerns at a rally in Los Angeles, recounting experiences on set where cameras captured images from every angle. He expressed apprehension that such content could be manipulated to utilise a portion of an actor's work and then generate the rest using AI, thereby negating the need for the actor's presence on set and depriving them of rightful compensation.

Justine Bateman, a producer, writer, and former actor from "Family Ties" who holds a degree in computer science, has been vocal about the potential dangers of AI. She highlighted the possibility of studios allowing fans to create their own "Star Wars" films and even insert themselves into the production for an additional fee. Furthermore, studios could exploit AI to produce new seasons of beloved TV shows from the past, like "Family Ties," utilising existing footage.

As the negotiations between SAG-AFTRA and the studios loom closer, the fate of actors' control over their digital personas and fair compensation hangs in the balance. The integration of AI technology into the entertainment industry raises complex ethical and economic considerations that demand thoughtful examination and comprehensive regulations.