Using generative AI tools, amateurs and professionals alike can now create screenplays and conjure the likeness of actors, says a University of Southern California professor.
between actors, writers and other creative professionals and the major movie and TV studios represents a flashpoint in the radical transformation roiling the entertainment industry. The ongoing strikes by the Writers Guild of America and the Screen Actors Guild were sparked in part by artificial intelligence and its use in the movie industry.
Next, on a text-to-video platform, I typed these words into a box labelled “Prompt”: “Cinematic movie shot of Margot Robbie as Barbie walking near the beach, early morning light, pink sun rays illuminating the screen, tall green grass, photographic detail, film grain.” Given the rate of technological change, the quality of all this material created through generative AI is destined to improve visually, not only for people like me and social media creatives globally, but possibly for the studios, which are likely to have access to much more powerful computers.
And actors fret that they will be forced to sell their likeness once, only to see it used over and over by studios. They fear that deepfake technologies will become the norm, and real, live actors won’t be needed at all. Then on Jul 26, software developer Nicholas Neubert posted a 48-second trailer for a sci-fi film made with images made by AI image generator Midjourney and motion created by Runway’s image-to-motion generator, Gen-2. It looks terrific. No screenwriter was hired. No actors were used.
Finally, Volkswagen recently produced a commercial that features an AI reincarnation of Brazilian musician Elis Regina, who died in 1982. Directed by Dulcidio Caldeira, it shows the musician as she appears to sing a duet with her daughter.However, for others, the AI regeneration of someone who has died prompts worries about how one’s likeness might be used after death.
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