Hollywood is increasingly using artificial intelligence (AI) in movie production, with companies like Amazon MGM, Lionsgate, Netflix, and Disney making major investments in the technology. Brian Grazer, co-founder of Imagine Entertainment, uses an AI assistant called Claude to rough out story ideas before handing them to a writer.

AI in Hollywood

The use of AI in Hollywood is not without controversy, particularly when it comes to the issue of likeness and who gets paid. The emergence of synthetic performers like Tilly Norwood has made AI a central issue in SAG-AFTRA’s contract, with the union drawing a clear line between authorized digital replicas and fully synthetic creations.

Talent agencies are also organizing around the principle of consent, with Creative Artists Agency digitally scanning clients into a database called the CAA Vault. This allows clients to control how their digital likeness is used, and agencies are beginning to see the value in this control.

Monetizing Digital Likeness

As the use of AI in Hollywood becomes more prevalent, the question of how to monetize digital likeness is becoming increasingly important. Tammy Brandt, deputy general counsel at CAA, says that the company is seeing more deals that involve digital likeness, and that audiences will start to encounter these replicas more often.

Ron Howard, also of Imagine Entertainment, believes that the limits of AI in Hollywood will ultimately be set by viewers. He expects AI-generated content to settle into its own subgenre over time, with audiences signaling what they will accept.

Original reporting: Texarkana Gazette — read the source article.