Hollywood Actors Strike: Navigating the Challenges of AI and 3D Scanning
The Battle for Control and Compensation in the Digital Age
SPECIAL WEEKEND EDITION - Exploring the Influence of Emerging Technologies on the Hollywood Landscape.
Hollywood has been making headlines for its ongoing strike, as both the Writers Guild of America (WGA) and the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) walk the picket lines. This marks the first time in over six decades that both major unions are simultaneously on strike, and at the heart of the dispute lies the thorny issue of artificial intelligence (AI) and 3D scanning technology.
A Clash of Unions:
The strike began with the Writers Guild of America (WGA) on May 1, followed by SAG-AFTRA's walkout on July 13. The crux of the matter lies in the contract renewal proposals from the Alliance of Motion Picture and Television Producers (AMPTP). The studios and producers desire extensive licenses to employ AI and 3D scanning tech without restrictive regulations. Conversely, writers and actors advocate for clear-cut rules governing when and how these technologies can be used. The writers have since come to terms with their dispute, but the actors haven’t been able to come to an agreement with the studios.
Understanding the Technology Divide:
To comprehend the ongoing strife, it's crucial to distinguish between AI and 3D scanning technologies. In Hollywood, these two are often conflated, but they represent distinct tools in the entertainment industry.
3D scanning, the elder of the two, has been an integral part of filmmaking for decades. Notably, James Cameron and David Fincher employed this technology in their work. It enables the creation of interactive 3D models of actors, often referred to as digital humans, which require no AI for the scanning process.
However, AI becomes essential when these 3D models need to exhibit lifelike movements, emotions, and speech. Although the technology for AI-driven digital actors is still in its infancy, companies are actively developing the capabilities required to make these models autonomous performers.
AI's Growing Role:
As AI technology advances, concerns arise regarding its potential impact on the entertainment industry. Startups like Hyperreal, Synthesia, Soul Machines, and Metaphysic are raising millions to create realistic 3D digital doubles of Hollywood stars. This opens doors to actors earning appearance fees without actually setting foot on set, generating a new revenue stream. AI can also facilitate voice cloning, eliminating the need for actors to record voiceovers for animated performances.
3D Scanning's Rich History:
While AI is relatively new to Hollywood, 3D scanning has deep roots. Companies like Digital Domain have been using 3D scans to create digital doubles for years. Iconic films like "The Abyss" and "The Curious Case of Benjamin Button" played pivotal roles in pushing the boundaries of 3D scanning technology.
The Uncertainty and Legal Complexities:
The intertwining of AI and 3D scanning technologies creates legal and ethical complexities. Duncan Crabtree-Ireland, SAG-AFTRA's chief negotiator, revealed that studios proposed 3D-scanning extras and background actors for indefinite use of their digital likenesses, a proposition swiftly rejected by the union. Protecting actors' rights to their own bodies, voices, and likenesses has become a primary concern.
The Promise and Challenges of AI Motion Capture:
Motion capture, a technology with a history spanning over a century, has undergone significant advancements. Today, AI-driven motion capture can be achieved using smartphones, eliminating the need for cumbersome suits and markers. Move.ai, for example, offers a smartphone app that captures human motion, making it accessible to filmmakers.
AI's Impact on Content Creation:
Consumer-facing AI applications like ChatGPT, Claude, and LLaMA have made it easier to generate screenplays and scripts, posing concerns for Hollywood writers. Sudowrite, based on OpenAI's GPT-3, allows for prose and screenplay writing but has faced criticism for potentially using unpublished work without consent.
The Road Ahead:
As Hollywood grapples with these technological advancements, the strike represents a broader discussion about the future of entertainment and the role of AI in shaping it. Clear regulations and guidelines are essential to protect actors' rights and maintain the authenticity of the creative process.
Hollywood's strike is not just about wages and contracts; it's a reflection of the industry's struggle to adapt to the ever-evolving landscape of AI and 3D scanning technologies. Balancing innovation with ethical considerations is the challenge at hand, and the outcome of this strike could set a precedent for the future of entertainment.