What is the story about?
What's Happening?
The talent agency WME has decided to opt all its clients out of the latest update to OpenAI's Sora, a text-to-video tool. This decision comes as concerns grow in Hollywood over the use of artificial intelligence in the entertainment industry. The Sora update allows users to add sound effects and dialogue to videos and includes a feature called 'cameos,' which lets users insert human likenesses into AI-generated environments. WME's move signals a pushback against the use of clients' likenesses without explicit consent. The Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) has also expressed concerns, particularly after the creation of a digital character, Tilly Norwood, which was allegedly trained on the work of professional performers without permission.
Why It's Important?
The decision by WME highlights the growing tension between traditional entertainment industry practices and emerging AI technologies. As AI tools become more sophisticated, they pose potential threats to jobs in visual effects, acting, and writing. The entertainment industry is grappling with how to integrate these technologies while protecting intellectual property rights and ensuring fair compensation for artists. The outcome of this situation could set precedents for how AI is used in creative industries, impacting how talent agencies, studios, and tech companies negotiate the use of AI-generated content.
What's Next?
OpenAI has indicated plans to provide more granular control over the use of likenesses in its tools, allowing rights holders to specify how their characters can be used. This development could lead to new industry standards for AI-generated content. Additionally, the response from other talent agencies and studios will be crucial in shaping the future landscape of AI in Hollywood. The ongoing dialogue between tech companies and the entertainment industry will likely continue as both sides seek to balance innovation with ethical considerations.
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