Hollywood is currently negotiating with major studios, aiming to address their concerns about the potential use of advanced AI in the entertainment industry. Deepfake videos created using AI, such as a video of Ryan Reynolds selling a Tesla, have caused concerns among actors, who fear that their work could be replaced by AI-generated content. Actors’ unions are seeking protection from “unregulated use of generative AI”, given the rapid development of the technology over the past year and a half. These negotiations are expected to focus on how AI could impact the industry in the coming years and the measures required to ensure that actors’ salaries and livelihoods are protected.
The entertainment industry is already under considerable pressure to safeguard against the misuse of AI. Deepfake videos, which can be generated using AI, have been used to create highly realistic (but entirely fabricated) clips of actors and other public figures. Deepfake videos have recently emerged as a significant social issue, with concerns that the technology could be used to spread false information or even manipulate democratic processes. However, as this article highlights, the technology could also have significant implications for the entertainment industry.
Ryan Reynolds is a Hollywood actor and producer perhaps best known for his performances in films such as Deadpool, The Hitman’s Bodyguard and Green Lantern. Reynolds co-owns Aviation Gin, the company behind the gin endorsed in the janky Musk video.
