This year’s environmental concerns include concerns raised by Lori McCreary – CEO, Morgan Freeman’s company – Revelations Entertainment – on the use of artificial intelligence or AI in Hollywood, especially on the cloning of Morgan Freeman’s voice. At the Produced By conference panel titled “AI: Seven minutes into “What Every Producer Needs to Know,” McCreary shared instances when AI-synthesized content with Freeman’s face impressed professionals in the field.
AI’s Impact on Hollywood:
Many industry players, including McCreary, have concerns of misuse of the artificial intelligence technology especially inシーınthe industry as he urged the industry players to cope with the challenges of the new technology. She brought examples of the videos that impersonate Freeman’s voice, mentioning that in most cases, one cannot distinguish the real AI ones.
Threat of Deepfakes:
Despite having explained that she successfully handled Freeman’s image and project, McCreary end up falling to a deep fake video promoting a book. This raises questions about how to ensure that the content created by AI is genuine and does not seem like something composed by a professional writer despite the difficulty that it may pose.
Industry Response:
Labs & Studios I2A2 Technologies has been suggested by Renard T Jenkins, President of I2A2 Technologies, Labs & Studios, and the Society of Motion Picture and Television Engineers, to design deepfake solution in the form of a watermark. He underlined the potential and necessity of content producers and major studios to preemptively build the measures of identification and verification.
Legal Implications:
According to Ghaith Mahmood, a partner at law firm Latham & Watkins legal issues arise when coming to deepfakes and impersonation of voices. He cited recent legislation passed in the US, including the Elvis Act in Tennessee, which declared that the intellectual property of voice and image cannot be used in AI-generated content.
Call for Regulation:
McCreary and Mahmood stressed upon the importance of regulations as a way of containing the growth of deepfakes and as a way of protecting rights of people. They called on industry bodies such as Producers Guild of America (PGA) to be more involved in the processes through which standards for the use of AI in producing films are set.
Looking Ahead:
While deepfakes remain an impending danger to Hollywood and other movie industries, executives are pursuing technological defenses and lobbying for laws against the malicious use of such services. Concerns towards higher controls and disclosure regarding the utilization of AI evoke the dynamic nature of content generation and dissemination.
