Indiana Jones, also known as Harrison Ford, is 81 years old. However, in the 2023 installment of the franchise, he appears to be about 40 years younger. This incredible cinematic feat was achieved using artificial intelligence (AI) and machine learning. It is just one example of why Hollywood is concerned about the potential impact of AI on their industry. Currently, actors and screenwriters in Hollywood are on strike. The last time this happened was in 1960 when television became popular. Similar to 1960, the ongoing strike is driven by technological disruptions, particularly the rise of streaming and the rapid development of AI.
Many prominent figures in the entertainment business are participating in the strike alongside screenwriters. They are worried about issues such as pay, working conditions, and the use of AI. While Hollywood often brings to mind the biggest film stars, there are numerous individuals behind the scenes who are concerned about how AI could significantly affect their daily tasks and livelihoods. On the other hand, some people see opportunities in AI, as it can free them from menial tasks and allow them to focus on creativity and innovation. This tension between risks and opportunities is common in many industries that are grappling with the mainstream adoption of AI and how it will shape job roles through automation and augmentation.
The development of AI technology presents fundamental challenges to the current approach to intellectual property rights. One major debate revolves around the concept of “fair use” of content for training AI models and its implications on content remuneration. Creators are already taking legal action against technology providers, and this debate is just beginning. Another area of discussion pertains to how AI model outputs should be treated in terms of intellectual property and copyright.
Here are six ways AI could disrupt the entertainment industry:
1. Digital avatars: Start-ups are investing in AI-generated avatars or “digital humans” that can quickly create promotional or educational content based on written scripts. These avatars can also be easily updated, and their appearance can be customized to suit different audiences, ensuring diversity and inclusivity in content.
2. Celebrity voice generators: The internet is already filled with celebrity voice generators that can replicate the voices of famous individuals, allowing them to say almost anything. This technology raises concerns about copyright law, especially for voice-over artists.
3. AI-generated scripts: The Writers Guild of America (WGA) aims to limit the use of AI in film and TV scripts. Writers are concerned about their material being used to train AI, which they argue could amount to intellectual property theft. However, studios see generative AI as a means to enhance profitability, particularly for streaming platforms.
4. AI-generated visuals: AI has advanced tremendously in generating realistic images and animations. An AI application called Showrunner has been used to create an episode of South Park based on existing content. The AI model was trained using the show’s materials, and it autonomously produced the entire episode, from the storyline and script to the animation, voice recording, and editing.
5. Task automation and augmentation: AI offers opportunities for automating repetitive or mundane tasks in the entertainment industry. It can also serve as a co-pilot, enhancing the capabilities of production teams. The marketing and advertising industry is already embracing generative AI.
6. Translation: AI has been used to release a song in multiple languages by blending the voice of a South Korean singer with native speakers of other languages. This technology enables artists to expand their reach and connect with international audiences.
To address concerns and leverage opportunities related to AI in the entertainment industry, it is crucial to foster collaboration between stakeholders. The World Economic Forum has launched the AI Governance Alliance, which aims to promote responsible design and transparent, inclusive AI systems. The Alliance prioritizes ensuring safety, promoting sustainability, and contributing to resilient governance and regulation in the AI domain.
Cathy Li, Head of AI, Data, and Metaverse, and a member of the Executive Committee at the World Economic Forum in Geneva, emphasizes the need for multi-stakeholder action in harnessing the potential of AI while addressing its impacts on various aspects of the entertainment industry.