In a twist reminiscent of sci-fi scripts, Hollywood’s actors and writers are currently striking over AI concerns or about artificial intelligence (AI) proliferating in areas where humans earn a living. These concerns, once reserved for movie plots, now dominate the film industry’s negotiations and discussions. The Writers Guild of America and SAG-AFTRA actors union have been vocal in their protests, shutting down productions and picketing major studios, seeking job security and fair pay in an era of AI.
Writers are pushing for limits on machine-generated scripts. In contrast, actors are advocating for regulations on using advanced technologies to digitally recreate their likenesses and performances without requiring them on set. Duncan Crabtree-Ireland, SAG-AFTRA’s national executive director, emphasized the importance of negotiations over AI’s role in performers’ projects.
Wider public concerns
But this issue isn’t confined to Hollywood. A recent Los Angeles Times poll conducted by Leger found that 45% of Americans are worried about how AI might impact their jobs. The concern is especially pronounced among the younger population, with 57% of 18- to 34-year-olds expressing anxiety, while those over 55 are less perturbed.
Moreover, two-thirds of Americans believe entertainment unions are right in making AI a primary point in their negotiations. Greg Cross, the CEO of AI avatar startup Soul Machines, remarks, “This is [not just] a Hollywood phenomenon. AI is literally eating the world.”
The industry perspective
The Alliance of Motion Picture and Television Producers (AMPTP), representing entertainment and media firms, has been vocal about the challenges AI brings. While they believe AI-generated content shouldn’t be credited, they do call for informed consent and fair pay for actors whose likenesses are digitally replicated.
As AI’s role in entertainment expands, Hollywood studios and streaming giants are recruiting more AI-focused roles. For instance, Netflix is offering a lucrative package for a position centered on machine learning technology, while other industry players like Sony, CBS, and Disney are also on the hunt for AI expertise.
The AI surge in entertainment
AI’s integration into the filmmaking process started well before the strikes. New companies are emerging, promising to revolutionize areas from dubbing to script visualization. The recent South by Southwest conference was buzzing with discussions about AI’s potential to reshape pop culture. Suman Kanuganti, CEO of Personal.ai, opined that the entertainment sector is often the first to see significant technological disruptions.
AI’s reach isn’t limited to entertainment. A staggering $22.7 billion was pumped into the sector in just the first quarter of this year. Tools like ChatGPT and DALL-E have gained immense popularity, indicating AI’s expanding role. From law and journalism to trucking and retail, various industries are grappling with an AI-dominated future.
Given this backdrop, it’s hardly surprising that Americans largely support the concerns of WGA and SAG-AFTRA members.
Public opinion on AI content
The public isn’t only concerned about job security. When quizzed about the need for disclaimers on AI-generated content, 73% favored it. This sentiment is especially strong among older Americans, with 80% of those 55 and up supporting such labels.
The rising concerns also translate to a call for tighter AI regulations. More than half (55%) of those polled support government intervention in AI, with stronger backing from President Biden’s voters than former President Trump’s. Still, a majority from both political spectrums see the need for some form of oversight.
While Hollywood’s creative community is engrossed in reshaping AI’s role through labor actions, the rest of America is also becoming increasingly alert. Given the broad concerns, it’s likely that after addressing Hollywood’s worries, the nation’s attention may soon shift to policymaking on Capitol Hill. The Times/Leger poll was conducted among 1,002 adult Americans from July 28 to July 30, boasting a margin of error of +/- 3 percentage points.
Food for thought
Access to the web meant access to all the world’s information. In countries where the people choose their governments, citizens would be better informed. In authoritarian societies, government propaganda would lose its power as people gained access to new ideas and insights about the outside world. Today, those assumptions are starting to look shaky. Those who have money to fund AI projects can over-rule any form of regulation. Technology may force democracies to become more authoritarian in order to maintain social stability, while at the same time making it possible for citizens of authoritarian countries to enjoy living standards we once thought could only be provided by democracies. These two thoughts need urgent resolution before we even think of leveraging AI.
