The Rise of AI in Hollywood: A New Controversy
Hollywood's actors union, SAG-AFTRA, has raised concerns about the growing interest in signing an artificial intelligence-generated actress named Tilly Norwood. This development highlights a continuing debate between studios and performers over the use of AI technology in the entertainment industry.
Tilly Norwood is not a human performer but a character created by a computer program. According to SAG-AFTRA, the AI was trained on the work of countless professional actors without their permission or compensation. The union argues that this represents a dangerous trend of replacing human performers with synthetic alternatives.
The issue of AI in Hollywood came to the forefront during the 2023 SAG-AFTRA-led strike, which was the longest actors' work stoppage in the history of the industry. Now, the emergence of Tilly Norwood signals that the conflict is far from over.
SAG-AFTRA emphasized that Tilly Norwood lacks life experience, emotion, and the ability to connect with audiences on a human level. "Audiences aren't interested in watching computer-generated content untethered from the human experience," the union stated.
This concern is not just theoretical. Tilly Norwood resembles a brunette twenty-something with a British accent and made her debut in a short AI-generated film earlier this summer. She also has an online presence, which adds to the controversy.
Eline Van der Velden, an actor and technologist, revealed during a panel at the Zurich Summit that agents were interested in signing Tilly Norwood. Van der Velden is the founder of Particle6, the AI production studio behind the creation. She also noted that studios and other entertainment companies are quietly adopting AI technology.
Van der Velden shared her experiences with the shift in attitude toward AI in the entertainment industry. "We were in a lot of boardrooms around February time, and everyone was like, 'No, this is nothing. It's not going to happen.' Then, by May, people were like, 'We need to do something with you guys.' When we first launched Tilly, people were like, 'What's that?' and now we're going to be announcing which agency is going to be representing her in the next few months," she said.
Despite the initial backlash, Van der Velden clarified that Tilly Norwood is not meant to replace human actors. "She is not a replacement for a human being, but a creative work — a piece of art," she stated.
However, the implications of Tilly Norwood for the industry remain a point of contention. Actress and producer Anne-Marie Johnson expressed her concerns to Los Angeles NBC affiliate KNBC. "This is no laughing matter," she said. Johnson emphasized the importance of collaboration between actors, agents, and managers. "Our agents and our managers have to be partners in this because when we don't get hired, they don't get their commission."
As AI continues to make its way into the entertainment industry, the challenges it poses for human performers are becoming more apparent. The debate over the role of AI in Hollywood is likely to continue, with unions, studios, and performers all weighing in on the future of the industry.
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