Hollywood and AI are like the ubiquitous couple, inseparable, intriguing, and constantly making headlines.
While studios celebrate the limitless power of AI, traditional performers are biting their nails and wondering where they fit into this evolving tapestry.
How the AI Celebrity Revolution Will Unfold
Ever wanted a personal message from football sensation Lionel Messi? Lay’s partnered with UEFA Champions League and technology partner Synthesia to turn that dream into a reality. Dubbed ‘Messi Messages’, the initiative will allow football fans around the world to send and receive Messi’s customized video messages in multiple languages.
Here’s the kicker. Users enter their name and favorite team, and the system creates a video as if Messi were speaking directly to that individual.
Celebrity Synthetic Greetings
Thanks to Synthesia’s advanced facial mapping, Messi’s face matches the narration, making it look like he’s speaking the details you type in. Available in 20 countries and supporting languages ranging from Spanish to Russian, this incredible technology uses AI to bring Messi closer to his fans, providing a unique and personalized connection .
Innovative partnerships like this highlight the blurred lines between real and virtual celebrity endorsements, while offering reach that was not possible before this technology.
Lionel Messi appears in Ray’s Chips ad (raise)
Read more: 5 alarming examples of why AI isn’t as pervasive
Beckham made headlines for his malaria awareness campaign
Lionel Messi isn’t the only star in the virtual constellation. David Beckham made headlines for his 2018 malaria awareness campaign.
The ad featured Beckham “speaking” nine languages and called for an end to the deadly disease. But multilingualism was an AI guise, with Beckham’s voice and lips altered for different languages.
Bruce Willis travels back in time
Known for his adrenaline-pumping roles, Bruce Willis recently took fans back in time.
Advertisements for Russian banks featured what appeared to be the youthful, pompous Willis of the 90s. In reality, it was a state-of-the-art deepfake that used AI to recreate the iconic action star’s youth in order to promote the bank’s financial services.
‘Spoiled’ Hollywood Actors Should Get Back to Work, Says One Representative as AI Issues Debate in Congress
Take advantage of your digital self
For those unfamiliar with the Southeast Asian entertainment scene, Jamie Yeo is a household name in Singapore. She is an actress, former radio DJ and model, her career spans decades.
In a bold partnership with fintech startup Hugosave, Jamie Yeo isn’t just lending his famous face to promotional ads.
She embarked on a groundbreaking effort to give companies the right to use AI-generated digital twins of herself. This allowed Hugosave to create ads featuring her likeness without the real Jamie being present for countless filming and narration sessions.
The process behind this collaboration is complex but efficient. Jamie Green spends several hours in front of her screen capturing her face and movements. Another session at the sound booth immortalized her voice. Her AI magic is applied to these recordings, syncing audio and images to create a lifelike digital avatar.
Yeo acknowledges his concerns about the technology, but remains bullish. In her words, the future is her AI-driven, and those who shy away from AI may find themselves lagging behind. Her message is clear. In a dynamic industry like entertainment, adaptation is not only beneficial, it is essential.
Read more: Are you ready to create an AI voice clone on your phone?
celebrity backlash
But not all of Tinseltown is ready for this new era. The glamorous Scarlett Johansson, who is often the victim of deepfake exploits, voiced her concerns in her interview. She expressed her concern about her inability to control her self-image, as AI could turn actors into something they are not, or worse, ethically unsupportive. did.
Similarly, Keanu Reeves has been outspoken about his reservations. Starr stressed the sanctity of the human experience in storytelling and expressed concern that the industry is commodifying and manipulating the very nature of actors without their explicit consent.
AI intervention in advertising is a game-changing marvel, but it raises questions about trustworthiness and ethics. As the boundaries between reality and virtuality fade, trust is at stake.
People protest against the Screen Actors Guild. (Robert Puente)
Read more: AI’s impact on Hollywood amid the epic frenzy of ‘Barbenheimer’
Hollywood Uprising: AI’s Role in the Latest Strike
What’s interesting here is that it’s all thanks to our friends, AI, that Hollywood is buzzing with the first major actor’s strike in decades. Hollywood has seen workers’ strikes before, but the discontent brewing in alleys and studios today is unprecedented.
The Writers Guild of America (WGA) was the first to take the lead, expressing concern about AI’s ability to mimic stylistics and create screenplays without human intervention. If you think about it, the very essence of storytelling—a very personal, human commitment—is at stake.
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SAG-AFTRA joins the chorus
On their heels, the Screen Actors Guild – Federation of American Television and Radio Artists (SAG-AFTRA) also joined the chorus. If his AI was the metaphorical monster that once hid under Hollywood’s bed, SAG-AFTRA is now shining a sharp spotlight on AI.
What are their immediate concerns? Rampant exploitation of AI, especially synthetic duplication of performance. Imagine an actor putting his heart and soul into his role only to find that his digital twin is recreating that role in another movie without his knowledge or consent. . Or what about someone whose entire career is based on background acting?
Are these people simply thrown out just because they can be replaced with AI-generated pixels? is.
We have contacted SAG-AFTRA. Here’s the statement the spokesperson provided us:
“Human creativity has produced an abundance of great creative material over the years. When it comes to AI, our concerns about the creative industries mirror those of all other industries. Intellectual property must have transparency, accountability, consent and compensation.”
The core of union grievances boils down to the singular lack of safeguards against AI abuse. While this technology promises efficiency and innovation, it also threatens to shake the very core of Hollywood’s creative ethos.
As the protests grow louder, one thing is clear. The story of AI in Hollywood is still being written, and the cast and crew are fighting to keep themselves the lead.
Fran Drescher stands on the SAG-AFTRA picket line in Manhattan, New York City, August 3, 2023. (Jose Perez/Bauer Griffin/GC Images)
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Cart key points
Hollywood is at a crossroads, with the brilliance of technological advancement on one side and the pulse of traditional filmmaking on the other. With AI, the realm of possibilities for storytelling, character creation, and production efficiency is endless.
But like any groundbreaking change, there are great concerns about preserving human nature, authenticity, and the art of storytelling.
In this unfolding narrative, balancing the magic of human creativity against the wonder of artificial intelligence is essential. The big question remains: Will the industry embrace a future that harmonizes the two, or will one end up overshadowing the other? Please email us at Can we help? Cyberguy.com/contact
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