The rise of AI in Hollywood is causing a stir as deepfakes become more prevalent. From Fake Ryan Reynolds promoting Tesla to concerns about AI-generated actors, the industry is grappling with the implications. 📷: WIRED Staff, Getty Images
“The nature of the impact on performers is unique, especially with generative AI tools that can be used to recreate a performer image, likeness, or voice persona, or to do things that they didn’t originally contemplate ever doing,” says Crabtree-Ireland. “That’s a concern.”the right of publicity
But writers cannot lean on publicity rights in the same way. If they own the rights, they can seek recourse or compensation if their work is scraped by large language models, or LLMs, but only if the resulting work is deemed a reproduction or derivative of their script. “If the AI has learned from hundreds of scripts or more, this is not very likely,” says Daniel Gervais, a professor of intellectual property and AI law at Vanderbilt University.
Short term, most AI-generated actors may come off like Fake Ryan Reynolds: ghoulishly unlikeable. It seems more likely that people will accept audiobooks made by AI or athan a movie resting on the ripped shoulders of an AI-sculpted GigaChad-esque action hero.
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