The AI Revolution in Hollywood: A Double-Edged Sword
In the heart of Hollywood, a revolution is stirring. The glitz and glamour of the silver screen are being infiltrated by a new player: artificial intelligence. This technological insurgent is causing a seismic shift in the industry, leading to a dichotomy of perspectives. On one hand, there’s a wave of protest against AI’s encroachment on the acting profession. On the other, some industry insiders are embracing this new era, seeing it as an opportunity to innovate and expand their reach.
The AI Controversy
The use of artificial intelligence in film production has sparked fears of human actors being replaced by their AI counterparts. This fear has culminated in the largest strike Hollywood has seen in decades. Yet, amidst the uproar, some actors are capitalizing on the technology, using it to reproduce and promote their image with minimal effort.
AI Adoption: The Case of Lionel Messi and Jamie Yeo
Leading the AI adoption charge is football superstar Lionel Messi, who has struck a deal with Pepsi and Lay’s crisps. His image will be AI-generated to produce personalized messages for fans in multiple languages. Similarly, Singaporean acting star and model Jamie Yeo has embraced the technology, allowing her AI-generated image to be used in advertising and social media campaigns for digital bank Hugosave.
Yeo, who starred in one of Singapore’s most successful TV series, “Growing Up”, and now resides in the UK, has adopted an “if you can’t beat them, join them” attitude towards AI. She acknowledges the existential threats posed by AI but also sees the opportunities it presents.
The Risks of AI
Despite the potential benefits, critics warn that actors who sign up for commercial AI deals may lose control over their image reproduction. This could lead to their computer-generated identity being used inappropriately, in scenes of sex, nudity, and violence. Even Yeo admits to having concerns but believes the fear of being left behind as technology evolves is greater.
The Future of AI in Hollywood
The debate over AI’s role in Hollywood is far from over. The Screen Actors Guild (SAG-AFTRA), backed by stars like George Clooney and Matt Damon, has warned that “artificial intelligence poses an existential threat to creative professions”. Yet, as Yeo points out, “This technology is here to stay. So even if you don’t embrace it because you’re scared, there will be other people who will embrace it.”
The AI revolution in Hollywood is a double-edged sword. It presents both opportunities and threats, and how the industry navigates this new era will shape the future of film and television.
