As the labor strikes led by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) and Writers Guild continue, concerns over the role of artificial intelligence (AI) in the entertainment industry have become a major point of contention. Disney and Sony have recently advertised positions for AI specialists and an AI ethics expert, respectively, indicating a growing interest in the technology among major studios.
One of the primary worries among actors is the potential misuse of their likenesses and voices by studios, leading to their repetitive use without fair compensation or prior notice. On the other hand, writers fear that the implementation of large language models (LLMs) like ChatGPT could jeopardize their livelihoods, as studios might rely on AI to write or rewrite scripts, affecting creative opportunities.
The Alliance of Motion Picture and Television Producers (AMPTP), representing the producers, advocates for a balanced approach to AI use, emphasizing careful implementation rather than outright prohibition.
Despite the uncertainties surrounding AI’s future in Hollywood, the industry’s major players and streaming services are evidently fascinated by the technology. Numerous job listings across entertainment companies reveal an ongoing AI hiring spree, as businesses seek to understand how AI can revolutionize their operations.
Disney, in particular, appears keen on exploring AI applications. Several open positions within the company focus on AI and machine learning. For instance, Disney’s “Imagineering” team seeks an R&D Imagineer with expertise in generative AI, aiming to push the boundaries of what AI tools can create while maintaining the human touch of designers, writers, and artists. Another role in the Disney Streaming Advanced Research division involves using AI for advanced personalization efforts with digital avatars.
Disney is not alone in its AI exploration, as other companies are also actively engaging with the technology to enhance their business strategies.
