The author is a Research Intern at the Indian Society of Artificial Intelligence and Law, as of November 2023.
Artificial intelligence, commonly referred to as AI, is a burgeoning technological force poised to reshape various industries. The entertainment sector stands at the forefront of this transformation, harnessing AI's capabilities to enhance customer experiences, streamline daily operations, and deliver personalized content to its audience. As of 2021, the market valuation of AI in the media and entertainment industry had already surged to an impressive $10.87 billion, reflecting the increasing integration of AI in this dynamic field. The integration of Artificial Intelligence (AI) into the US entertainment industry presents a transformative landscape, combining innovation with a multitude of legal and ethical challenges. This discussion has explored the extensive range of AI's effects on the industry, from its potential to revolutionize creative processes to the complexities of labour displacement, intellectual property rights, bias, and privacy. These multifaceted legal concerns, though intricate, are essential considerations for industry stakeholders, policymakers, and entertainment professionals as they navigate the AI-driven future.
Setting the Context
As previously discussed, the pervasive influence of AI in the media and entertainment industry demands a closer examination of recent developments that have given rise to serious legal concerns. At the forefront of this technological surge is Generative AI (GenAI), a formidable innovation with the potential to significantly reshape the entertainment landscape. Its applications span from Hollywood, where it generates textual content in the form of stories, scripts, advertisements, and reviews, to the creation of dynamic and static images for marketing campaigns. While GenAI promises to enhance creativity, personalization, and operational efficiency, it also raises a multitude of concerns regarding its impact on human professionals within the arts and entertainment industry. One noteworthy incident occurred in May 2023 when the Writers Guild of America (WGA) initiated a strike, expressing apprehension about the utilization of content produced through artificial intelligence. This action underscores the growing unease among creative professionals in response to the encroaching influence of AI. The controversies surrounding the industry are not limited to labour disputes alone. Tom Hanks, for instance, had his AI-generated likeness featured in a dental advertisement without his consent, which further underscores the prevalent apprehension among a diverse array of creative professionals. The controversial portrayal of Harrison Ford, an 81-year-old actor, as a youthful Indiana Jones in 2023 serves as a striking illustration of AI's capabilities. However, this is just the tip of the iceberg. AI's capacity to replicate songs by renowned artists such as Drake and The Weeknd has triggered significant concerns. These concerns are further exacerbated when a TikToker, who used their work to train an AI model, releases a song closely resembling their earlier creation. Additionally, the ongoing dispute surrounding the definition of 'fair use' in AI model training and its potential repercussions on compensation adds complexity to the landscape. The situation has prompted numerous artists to resort to legal action against technology companies and producers, with the Screen Actors Guild taking up the battle to secure control over digital replicas of performers, that can potentially be used by the studios for an indefinite duration, replacing the actors themselves. This underscores the widespread anxieties among a diverse range of stakeholders. A palpable sense of unease looms large as individuals grapple with the looming spectre of potential job displacement by AI or, perhaps more disconcerting, the prospect of insufficient compensation for the duplication of their creative and intellectual endeavours.
Various Use Cases of AI in the Media and Entertainment Industry
AI's integration into the Media and Entertainment industry brings benefits such as personalization, enhanced production efficiency, advanced audience analysis, improved decision-making, cost reduction, and refined content classification and categorization. The transformative force of AI revolutionizes these sectors, paving the way for more efficient and effective operations, and ultimately enhancing the overall user experience.
AI's impact on the Music industry is profound, as it is revolutionising various facets. AI-generated music employs algorithms to craft unique compositions by analyzing existing pieces. Simultaneously, music recommendation systems harness AI's capabilities to tailor playlists according to users' preferences. Furthermore, AI plays a crucial role in audio mastering, enhancing accessibility and efficiency, and elevates music production by scrutinizing and improving sound quality.