Arr AI deepfakes the scurvy end of me beloved art of acting? Shiver me timbers, what a thought!
2023-08-24
Avast ye! The melding o' artificial intelligence and Hollywood be a tale o' twisted fate. Whilst some be welcomin' its advancement, them traditional actors be doubting the AI beast be a scurvy threat to their craft. Arr, what a bittersweet saga!
Hollywood and AI have become inseparable, with studios embracing AI's capabilities while traditional performers worry about their place in the industry. One example of AI's impact on Hollywood is the "Messi Messages" initiative, where Lay's partnered with UEFA Champions League and Synthesia to allow soccer fans to send personalized video messages from Lionel Messi. Using advanced facial mapping, the system creates videos where Messi appears to address individuals directly. This partnership blurs the lines between real and virtual in celebrity endorsements and offers a unique, personalized connection between Messi and his fans.Other examples include David Beckham speaking multiple languages in a malaria awareness campaign through AI alteration of his voice and lips, and a deepfake featuring a young Bruce Willis for a Russian bank advertisement. These innovative partnerships raise questions about authenticity and ethics in advertising.
While some celebrities like Jamie Yeo embrace AI and allow the creation of digital avatars for promotional ads, others like Scarlett Johansson and Keanu Reeves express concerns about losing control over their image and the commodification of actors' essence.
The use of AI in Hollywood has led to major strikes by organizations like the Writers Guild of America and SAG-AFTRA, who are concerned about AI's ability to mimic writing styles and replicate performances without human involvement. The lack of protective measures against AI misuse threatens the creative ethos of Hollywood.
In this unfolding narrative, Hollywood stands at a crossroads between technological advancement and traditional filmmaking. The industry must weigh the magic of human creativity against the marvels of AI and decide whether to embrace a future that harmonizes both or allows one to overshadow the other.