Last year everybody heard about the huge strikes in Hollywood and beyond that were connected with AI, but what was it all about?
SAG AFRA is a US TV & Film Labor Union that protects the rights of those creatives working in the film industry. SAG AFRA represents 160,000 workers including many famous names. SAG AFRA staged a historical four month strike shutting down big corps like Disney, Netflix & Amazon in order to ensure workers had better pay and working conditions, however it also concerned AI. The Union sought to ensure workers rights were protected before we enter into a new age of filmmaking. The exponential development of AI is a threat to many creatives working in the film industry. No less will it be able to recreate actors’ likeness but also it will be able to edit films, write scripts & compose music. The automation of creative roles could lead to a reduction in many job opportunities. Furthermore, it will not just affect creatives but the industry as a whole. Cinema’s are at threat as AI reshapes how films are consumed (a shift to in-home viewing), there will arise issues with deep fakes, intellectual property rights and AI based audience targeting and privacy disputes.
On the other hand, the AI revolution will bring about many positive changes to filmmaking.
The cost of producing a film will be significantly lower and it’ll speed up the process. It is, though, important to remember that behind every good movie there is a team of people who must be competent and creative. Producing a larger number of movies may lead to a significant drop in production quality and diminish the value of the art. However, by using artificial intelligence to reduce costs, artistic films with smaller budgets will have the opportunity to be made and it may help them achieve a better quality. It will also make filmmaking more accessible to everyone.
A very good current example of this is Largo AI. This tool analyzes previous films in terms of the people who created a given work. Thanks to this, a director can find an actor who meets their requirements and fits within their budget without going through the current lengthy and costly process. Many young creators have the chance to develop their careers and talent and can be discovered with minimal effort and cost. Additionally, with the help of this tool, financing can be obtained and a simpler distribution network can be built.
Film distribution has become easier through artificial intelligence tools. Based on our previous searches on streaming platforms, artificial intelligence finds patterns and suggests materials that are tailored to a particular user. As a result, movies and series that do not have highly developed marketing campaigns can reach larger audiences, especially those who are interested in them. A good example is Spanish cinema, which entered the mainstream through the series “Money Heist” (“La Casa de Papel”).
The main concern for now though is people’s place in the film industry. SAG AFRA’s strike was relatively successful and it afforded much more protection and better rights for all workers in the film industry. However, time will tell as to how effective these terms will be, one example where gray areas remain are actors replications – SAG AFRA initially set out to be able to veto AI replicating actors, however they settled for notice and consent requirements which may lead to big corps being able to bully their way to getting what they want in future.
AI can bring us a lot of revolutionary changes and improvements in all fields of our lives but we should be aware of dangers and regulate it as soon as possible. Job markets need to develop new skills and adapt to new realities. Various tools can effectively increase our productivity, but we also cannot allow them to take away our creativity. Therefore, appropriate legal regulations are still needed to ensure that in the development of artificial intelligence, we do not lose the human element.
https://www.sagaftra.org/files/sa_documents/AI%20TVTH.pdf
https://www.today.com/popculture/hollywood-actors-sag-strike-2023-explained-rcna94122
https://www.fastcompany.com/90883794/ai-will-destroy-hollywood-as-we-know-i
The SAG AFRA strike’s stance on workers’ rights during the AI boom in filmmaking is vital. Tools like Largo AI hint at positive shifts for emerging talents, but maintaining that human touch in filmmaking is key.
Fascinating article highlighting AI’s growing role in the film industry and the delicate balance it strikes with job security. SAG AFTRA’s bold move foregrounds the urgent need for safeguarding creative rights in this new tech era. It’s a thought-provoking piece showing both the potential and the pitfalls of AI in filmmaking.