The recent WGA-AMPTP deal may have provided some initial relief, but according to union negotiator John August, the battle against artificial intelligence (AI) is far from over. Speaking on a panel at the AVPSummit, August highlighted the grave threat posed by AI-generated videos and images. Despite securing AI guardrails in the latest deal, August emphasized that the real danger lies in companies not affiliated with major giants creating content that competes for viewer time and attention.
August, known for his work on films like “Big Fish” and “Charlie and the Chocolate Factory,” expressed concerns about the growing impact of AI-generated content on artists and writers. He warned about the “creep” effect that AI-generated sizzles could have on writers’ ability to secure work. As AI technology continues to advance, August raised questions about the boundary between creative presentation and the actual project itself. He voiced fears that the rise of AI could eventually lead to a scenario where traditional skills and expertise become obsolete.
Reflecting on the 2023 labor action that saw writers and actors protest over AI-related issues, August emphasized that the entertainment industry has a long history of grappling with technological advancements. He cautioned that while this might be the first major confrontation with AI, it certainly won’t be the last. In response to these concerns, industry unions like SAG-AFTRA, IATSE, WGA, and DGA have backed legislative efforts to establish stricter regulations around AI usage.
The Industry Response
During the AVPSummit, Banijay Chief Digital and Marketing Officer Damien Viel shared insights on his company’s approach to AI. He stressed the importance of transparency in using AI technology, noting that Banijay aims to be “super honest” in its practices. While acknowledging the potential benefits of generative AI in streamlining production processes, Viel also underscored the need for ethical considerations in AI utilization. He humorously recounted his experience at an AI-generated concert in Paris, joking about the less-than-impressive results.
The Future of AI in Entertainment
As technology giants like Apple continue to unveil new AI features, the entertainment industry faces a rapidly evolving landscape. The intersection of AI and creative endeavors presents both opportunities and challenges for artists, writers, and industry professionals. While AI has the potential to enhance efficiency and reduce costs, it also raises critical questions about job security, creativity, and ethical standards. As the debate around AI in entertainment continues to unfold, industry leaders must navigate a complex terrain to ensure a balance between innovation and human ingenuity.