The unveiling of AI ‘actor’ Tilly Norwood – touted as the next Scarlett Johansson – was met with swift backlash in Hollywood. Here’s what Guardian readers have to say about the controversial rise of AI actors.
‘Of course they will do it’
You have to think about filmed entertainment in economic terms, not artistic. Because AI isn’t about great art, but reducing costs by removing human talent and speeding up processes. Netflix is topping out at 300 million subscribers, delivering $40bn revenue against $17bn content expense. The fastest way for Netflix to increase profit is to make that content cheaper via computerised processes. They are already using AI to decide what to make, fulfilling every possible human wish with a slice of bingeable nonsense, from high art to low-brow dating. The Power of the Dog isn’t there because Netflix is committed to telling powerful stories, but merely to ensure high-end subscribers don’t quit the service. And exactly the same is true for Love is Blind in a hundred languages, it is there to ensure fans of dating shows don’t quit. If AI helps these tech companies masquerading as studios to churn out more, faster, and cheaper, of course they will do it. Stak2000
‘It doesn’t understand humour’
Comedy. That’ll be the step change, if it ever comes. Right now, AI can’t make us laugh. It doesn’t understand humour, timing, what makes something funny, or not. Witness the technically astonishing, but utterly soulless dialogue and delivery above. We watched because we thought we would be amazed, but it was dull beyond words. mattllo
‘I’m not saying it’s impossible, just not there yet’
Ninety-nine percent of what we have seen from AI films is just a mid-close up shot of a single person, usually directly addressing the camera, spokesperson style.
What we haven’t seen is a convincing scene of drama between two or more AI generated characters. Dialogue is always cross-cut. AI doesn’t seem to be able to generate multiple unique characters at once who interact and impact each other. I’m not saying its impossible, just not there yet. Cornish_Hen
‘Will come back to bite them’
Hollywood execs might bank on a few Tilly Noorwoods to cut costs and increase their profits. But AI will come back to bite them when AI-proficient movie fans prefer to use gen-AI to create their own productions. Meanwhile, I hope those investing in humans are the ones who win out, separate from this pointless, overhyped AI race that’s eroding craft. Dataday
‘The genie is not going back in the bottle’
It is incredible to see how far the technology has come in such a short time.
There’s no doubt that, even if it stops short of on-screen leads, AI generated content will find a place on the big screen. It is a tool like anything else and a gamechanger for some aspects of media.
Those whose jobs it will affect (and it absolutely will) need to calm down and consider what they do next in their career. The genie is not…
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