Artificial intelligence is poised to create an earthquake in the entertainment industry, and this technology is not just in development. It has arrived and Hollywood needs to prepare.
That was the message of the CES panel hosted by SAG-AFTRA, as AI-driven tools flooded the exhibition halls of the consumer technology show. Nina Schick, author and consultant on general AI, predicts that 90 percent of content could — at least in part — be AI-generated by 2025. She further predicts that everyone in the audience will have plan to use some form of general AI for the month.
With these predictions in mind, she posed some of the questions Hollywood will grapple with as the technology becomes more pervasive in the areas of content creation, including deep fake scenes. “Is this technology automating us or empowering us?” Schick asked. “Is this better than human intelligence?”
As far as the important area of deep fakes is concerned, Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director and chief negotiator, reported that the Association is implementing policies aimed at creating opportunities associations — without depriving them of them — while protecting its members from exploitation of their likeness; especially how to maintain ownership and control over their likenesses at a time when it is increasingly difficult to distinguish the real from the fake. He insists that performers should agree and receive adequate compensation when their images are used. “That solves a lot of ethical issues.”
Looking ahead, he added, “As this technology democratizes and becomes more accessible and available, this will become a broader public policy issue.”
AI-powered production tools were also part of the discussion. Joanna Popper, director of metaverse at CAA, reported that her agenda is about “getting ready for the metaverse”. As an example, she cites the CAA’s investment in companies including Deep Voodoo, an AI entertainment startup founded by Trey Parker and Matt Stone that is developing deep and other spoofing tools.
Scott Mann, co-founder and CEO of startup Flawless, talked about his company’s AI-powered system designed to create lip-synced versions of movies and other content in multiple languages. “We built the technology so it was like [the dialogue] was performed in that language,” he explained.
Matt Panousis, co-founder and COO at VFX venture Monsters Aliens Robots Zombies, discussed his company’s proprietary AI-driven software for anti-aging and other aesthetic work, which he claims claims to have the potential to speed up this process and make it more expensive-more efficient than competing methods. He added that it has been used on products including Spider-Man: No Way Home and the latest season of Strange things.
CES ends today in Las Vegas.