Mexico. The entertainment industry is in one of the most critical moments of recent years. For the past few months, the Alliance of Film and Television Producers (AMPTP) has had to face the demands of the two big Hollywood unions.
In May of this year, the Writers Guild of America (WGA) went on strike against the AMPTP, quitting their jobs and becoming the largest work stoppage in the American film and television industry since the 2007 strike.
On July 13, the Screen Actors Guild-American Federation of Radio and Television Artists (SAG-AFTRA) joined the writers' strike becoming a historic moment for Hollywood. This would be the first actors' strike since 1980 and the first in which actors and screenwriters are on strike simultaneously, since 1960, which has caused most film and television productions to be paralyzed.
Among their demands, is the regulation of the use of AI to replicate actors and actresses, which has given much to talk about in the world. After the pandemic, technological acceleration has reported interesting progress, so far that it has run into one of the great dilemmas of the entertainment industry.
In a statement of the claims, published by Deadline, the guild has made clear its disagreement and concern about the use of AI in audiovisual productions. Likewise, they have stated that they want security and guarantee in terms of implementation and scope of AI for all members of the industry. With the rise of streaming, the use of AI in the industry has been boosted which, according to them, has harmed them. The statement adds that "artificial intelligence poses a threat to the creative professions, and all actors and performers deserve contracts that protect them from the exploitation of their identity and talent without consent or remuneration."
As the use of AI has grown, so has the concern of screenwriters and actors about the possibility, not only of losing their jobs or that they become precarious, but of losing their copyrights and even their own image.
Given the current context in which we find ourselves, it is important to recognize the legitimate concerns of all members of the industry, but also to highlight the importance and potential that AI has to become a tool that benefits human beings without having to put their jobs at risk. In a landscape full of uncertainty, it is natural to raise questions about the future of jobs, but contrary to negative forecasts, it is predicted that this industry will be responsible for creating 9% of all new jobs in the US by 2025.
"AI-powered tools can help develop content, creatively, quickly and efficiently. According to our 2023 AI Study, attitudes around AI are favorable and business professionals around the world remain interested in using the technology. In general, business professionals are more aware of the use of AI in their workflow, as a tool and not as a replacement, all under clear ethical frameworks," says Shelley Pursell, HubSpot's Senior Marketing Director for Latin America.
AI has proven to be a very valuable tool in other areas. According to data from a HubSpot survey on the state of AI in 2023, 62% of companies are already investing in AI and automation tools for their employees. However, its potential goes beyond the areas of marketing and sales. In the entertainment industry, the responsible adoption of AI can be a solution to enhance creativity and improve the quality and efficiency of content production, enriching the experience for all involved and while respecting and valuing human talent.
One of the biggest fears in the entertainment industry is that AI will replace human creativity, however, it can become a great ally, enriching and stimulating creativity. In addition, with this technology post-production processes can also be optimized, which translates into more efficient and higher quality productions, which would allow entertainment professionals to dedicate more time to the creative part, instead of dedicating so much time to mechanical tasks. Similarly, it is essential to ensure that workers in this industry can work with this technology and not be replaced by it. That is why it is important to regulate and take responsible measures for its adaptation and implementation.
While AI is the idea of a machine that can mimic the way humans act and think, the reality is that it is nothing more than the simulation of human intelligence created by algorithms and computer systems capable of executing tasks that humans ask of it. It is important to understand that AI emerges as a promising tool that can benefit humans and, in turn, be able to transform and innovate the way entertainment is experienced.
