AI was enemy No. 1 during Hollywood strikes. Now it's in Oscar-winning films

In the heart of Hollywood, a significant shift is taking place as the entertainment industry grapples with the implications of Artificial Intelligence, commonly known as AI. During the recent historic strikes, many individuals took to the streets, holding signs that boldly proclaimed their opposition to the use of AI in film and television. One sign read, 'AI is SOULLESS,' reflecting the deep concerns of actors and writers about the potential impact of this technology on their livelihoods. However, as the dust settles from the strikes, AI is making its way into the very fabric of Hollywood, with some industry insiders suggesting that it could represent a groundbreaking advancement akin to the introduction of sound in films. Just two years ago, the industry was brought to a standstill as actors and writers united to protest against the encroachment of AI. Now, this technology is increasingly being integrated into various aspects of entertainment, including television, movies, and video games. Notably, two films that received accolades at the Oscars have incorporated AI technology into their production processes. At a recent gathering, where a DJ spun tracks from the 1990s, computer developers mingled with actors and executives, signaling a shift in the power dynamics within the industry. Bryn Mooser, the host of the event and co-founder of Moonvalley, a company that has developed an AI tool called 'Marey,' expressed his belief that AI's presence in Hollywood is 'inevitable. ' He emphasized that their approach to AI is 'clean' because it compensates filmmakers for the footage it utilizes. Mooser advocates for the inclusion of artists in the conversation surrounding AI, arguing that it is essential to create tools that empower filmmakers rather than allowing large tech corporations to dominate the landscape. Historically, AI has often been portrayed as a villain in Hollywood narratives. In the iconic film 'The Terminator,' AI, developed by the military, concludes that humanity must be eradicated. However, the real criticism has been directed at the creators of AI rather than the technology itself. Many companies rely on publicly available data to construct their AI models, which can include copyrighted material shared online. This has led to a growing chorus of complaints from creators who feel their work is being exploited without proper compensation. Major tech companies like OpenAI and Google are currently facing multiple lawsuits from writers, actors, and news organizations, alleging that their intellectual property was used without consent to train AI systems. Meanwhile, Hollywood studios such as Paramount, Disney, and Universal have been urged by writers to take similar action, although none have yet pursued legal measures. Mooser articulated the concerns of many in the industry, stating, 'We have all fought very hard for copyright laws, and nobody wants to see their work stolen to have somebody else profit from it. ' As Hollywood begins to experiment with AI technology, the Oscar-nominated films 'Emilia Perez' and 'The Brutalist' have utilized AI to modify voices. Adrian Brody, who won the Academy Award for Best Actor, benefited from AI assistance in perfecting his Hungarian accent for his role in 'The Brutalist. ' Additionally, AI has been employed to digitally de-age actors like Tom Hanks and Harrison Ford, showcasing the technology's versatility. The presence of AI in Hollywood is becoming increasingly prominent. Earlier this month, OpenAI hosted an AI film festival in Los Angeles, and renowned directors Joe and Anthony Russo announced plans to invest $400 million in developing AI tools for filmmakers. However, the long-term effects of AI on the entertainment industry remain uncertain. Generative AI, which enables computers to learn and solve problems in ways that mimic human thought processes, raises concerns about job displacement as it becomes capable of generating scripts, animations, locations, voices, and even human actors. When asked about which Hollywood jobs are most susceptible to being replaced by AI, OpenAI's popular chatbot, ChatGPT, identified background actors as the most vulnerable, while 'A-List actors and directors' were deemed safer due to their star power and brand recognition. At the Moonvalley event, discussions about the latest AI technology were prevalent, although many attendees were hesitant to speak on the record. Despite the rain, numerous influential figures made the journey from West Los Angeles to the trendy Silver Lake neighborhood for the gathering. One executive remarked, 'We're here to learn,' highlighting the industry's eagerness to understand the implications of AI. Mooser and his co-founder Naeem Talukdar passionately discussed how AI could revolutionize Hollywood, enabling filmmakers to create blockbuster-style films on significantly lower budgets. While this could lead to a proliferation of subpar films, it also holds the potential to unearth new talent, even those without the backing of major studios. Mooser emphasized, 'This technology is utterly meaningless without the artist at the center of it; the technology needs to ultimately be subservient to the artist. ' As Hollywood navigates the complexities of AI, the Trump administration is concurrently formulating a new AI strategy for the United States. Tech companies argue that existing copyright laws hinder their ability to compete with China and assert that they require unrestricted access to artistic works—ranging from beloved characters like Mickey Mouse to iconic films like 'The Matrix'—to train their AI models, framing it as a matter of national security. Google and OpenAI are advocating for the U. S. government to classify copyrighted art, films, and television shows as 'fair use' for AI training purposes, contending that without such exceptions, they risk falling behind in the global race for AI dominance. Hollywood filmmakers, however, contend that tech companies are attempting to undermine the entertainment industry, which supports over 2. 3 million jobs in the United States. A coalition of more than 400 Hollywood A-listers, led by actress and writer Natasha Lyonne, penned an open letter to the Trump administration, asserting that America's leadership in AI should not come at the expense of vital creative industries. Many in Hollywood remain apprehensive about the future implications of AI. Recently, outside a Disney Character Voices office, a group of actors protested against video game companies for their refusal to reach an agreement regarding the use of AI in gaming. Actor DW McCann expressed, 'Using actual actors is the key to a lot of the drama and enjoyment that people get from video games. ' The actors are advocating for a contract that guarantees their voices and likenesses will not be utilized without their consent to train AI models that could potentially replace them. Mooser remains optimistic about the potential of AI to enhance the creative process, asserting that if used correctly, it can empower filmmakers to create extraordinary art. He believes that with human oversight, AI can facilitate the creation of sets and worlds that would otherwise be challenging to access or conceive, all while significantly expediting the production process compared to traditional computer graphics and visual effects. 'We're trying to say look, technology is going to be in everything. Let's make sure that we try to fight as hard as we can to make sure that it's done in the right way, and that artists aren't run over by big companies.