Disney's Use of AI Extras Sparks Controversy
Disney's incorporation of artificial intelligence (AI) to generate digital extras in its productions, notably in the teen comedy-drama "Prom Pact," has reignited the ongoing debate surrounding the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) strike. The clash between Hollywood actors and major studios has shifted focus to AI-generated actors and their potential impact on the entertainment industry.
The "Prom Pact" Controversy:
Earlier this year, Disney+ introduced "Prom Pact," a popular teen film that garnered high viewership. However, viewers soon noticed a peculiar issue—the lack of emotion displayed by the audience in a basketball game scene. Upon closer inspection, it was revealed that these were digitally created Disney AI extras. This revelation triggered criticism and discomfort among audiences, raising questions about the infiltration of AI actors in beloved films.
AI's Role in the SAG-AFTRA Strike:
The use of AI to recreate performers' digital likenesses has become a key point of contention in the ongoing SAG-AFTRA strike. Major studios, including Disney, have been scanning extras' faces without consent to replicate them digitally in various projects. While this cost-cutting approach has advantages, the negative response to the "Prom Pact" serves as a cautionary note, urging companies to reconsider their stance on AI-generated performers.
Moreover, critics have pointed out that the synthetic Disney AI extras predominantly represented people of colour, leading to concerns that AI actors may replace performers from diverse backgrounds. As discussions between Hollywood actors and studios stalled, the possibility of a swift resolution to the ongoing strike remains uncertain.
AI and Hollywood: A Clash of Interests:
Implementing AI technology has become a significant friction point in the ongoing talks. Actors fear that AI could be used to clone their voices and likenesses, allowing indefinite exploitation without proper consent or compensation. While studios claim to have suggested precautions, such as requiring performers' "advance consent," the impasse continues.
SAG-AFTRA demands contractual protections against the potential "extinction of their artistry and livelihoods." Despite studios proposing precautions, the union remains sceptical, emphasizing the need to protect performers from being replaced by AI.
The ongoing debate surrounding Disney's use of AI extras in "Prom Pact" highlights the significant impact of technology on the entertainment world. As Hollywood grapples with these complex issues, the future of filmmaking remains uncertain, with AI actors taking centre stage in the unfolding drama.