Studios Seek AI Specialists as Tech’s Role Debated Amid Strikes

Published: July 28, 2023

Studios Seek AI Specialists as Tech’s Role Debated Amid Strikes

By Movieguide® Contributor

Major studios are seeking AI specialists as striking writers and actors express concern over the technology’s rising role in the entertainment industry.

“They propose that our background performers should be able to be scanned, get paid for one day’s pay and their company should own that scan, their image, their likeness, and to be able to use it for the rest of eternity in any project they want with no consent and no compensation,” Duncan Crabtree-Ireland, chief negotiator for the actors’ union, SAG-AFTRA, explained.

AMPTP spokesperson Scott Rowe responded, saying that these claims were “false” and that the background scans would only be used on actors who were already employed on a project, adding, “Any other use requires the background actor’s consent and bargaining for the use, subject to a minimum payment.”

Writers are equally worried about AI, pointing to the growing popularity of ChatGPT, software that can generate text in response to specific queries from users.

While it’s unknown whether or not studios will actually replace writers and actors with AI-generated content, they are interested in the tech.

According to The Hollywood Reporter, Disney, Amazon, Apple, Sony and Netflix all have job listings open for positions that involve AI. These jobs include a Disney Imagineer who can focus on generative AI, a Netflix AI Product Manager and a Sony AI Ethics engineer.

“We believe in researching and developing AI techniques that empower the imagination and creativity of artists, makers and creators around the world,” the Sony listing reads. “Our aim is to advance AI so that it augments — and works in harmony with — humans to benefit society.”

Movieguide® previously reported on the impact AI has had on the ongoing WGA and SAG strikes:

Similar to the writers, the SAG is also protesting the use of A.I. to replace their jobs.

“People worry, in abstract, about A.I. replacing workers but here it is, it’s actually happening,” Taplin said. “[Studios] don’t want to have to pay for extras anymore, so they could have a scene that has 5,000 A.I. extras in the background.”

“The entire business model has been changed because of streaming, digital, and A.I.,” SAG President, Fran Drescher explained. “At some point, you have to say ‘No, we’re not going to take this anymore.’”