Among the many issues regarding the WAG and SAG-AFTRA strikes, the unions are also fighting against the unregulated implementation of AI technologies. Movie studios want to use AI scans of actors and actresses in order to use their likenesses without additional compensation. Like having a library of talent to pull from without having to pay them. Actor/director Sean Penn is vehemently against the practice, and isn’t shy about saying exactly what he thinks.
“So you want my scans and voice data and all that. OK, here’s what I think is fair: I want your daughter’s, because I want to create a virtual replica of her and invite my friends over to do whatever we want in a virtual party right now,” Penn said. “Would you please look at the camera and tell me you think that’s cool?”
It doesn’t really seem like Penn is joking. Because the idea of using someone’s likeness without their consent is a slippery slope to violations of their image. Not only that, but it’s a moral minefield.
It Would Be Too Easy To Run Rampant
“It’s not about business. It’s an indecent proposal,” Penn continued. “That they would do that and not be taken to task for it is insulting. This is a real exposé on morality — a lack of morality.” He’s right. There’s something incredibly skeevy about Hollywood studios being so incredibly for the use of AI to alter or build something without a human touch. Even Disney has an AI department put together for their parks, TV, and ads. Ew. AI is not a resource for making media. Before long, the factory soullessness of AI generated films or shows will show through like an ink bleed through paper.
While his statement might be considered creepy, that’s kind of Penn’s point. Unregulated use of AI likenesses without permission are a violation of a person. It muddies the black and white waters of consent, and could be used or sold for nefarious or socially damaging purposes. It IS creepy, so he’s being creepy back.
Imagine a film coming out starring an actor that never signed a contract to be in it. Or ads using a person’s likeness to say something they might not agree with. All the while never getting permission or paying the person for it. Someone could use the likeness for compromising videos. When put like that, it feels all the more violating and gross that these studios are even considering it. It’s one thing to be called a soulless corporation. It’s another to be unabashedly proving it.
