The entertainment industry is at a critical juncture in technological evolution, facing the following winds of change: artificial intelligence. Jason Winston George, known for his role on “Grey’s Anatomy” and as a member of the SAG-AFTRA negotiating committee, has sparked an important discussion about his role of AI in the future of entertainment.
Resolute against current resistance, George believes that negotiating with technology, rather than fighting it, is the only way forward. But with industry opinion divided over his AI clause in his new SAG-AFTRA contract, the question is: Are we ready to ride the AI wave, or will we be swept away by it? It is occurring.
Also read: Tom Cruise becomes victim of AI clone in Olympic attack.
Embrace AI with caution and confidence
In a series of tweets, George encouraged the Sagaftras to consider the reality of technology’s unstoppable progress. He noted that the major opposition to new contracts that include consent and indemnification clauses regarding AI comes from people who have not yet read the details. George further said that instead of focusing on stopping AI, the focus should be on adapting to ensure its inclusion in the entertainment sector while establishing safeguards.
@Sagaftora family,
As a negotiation committee member, let’s talk about important things. #Agree & #compensation AI protection
In this new contractKey opponents appear to want to speak out before reading the contract and ban the use of AI at all costs.
— Jason Winston George (@JasonWGeorge) November 12, 2023
Similarly, George’s tweet suggests that AI could improve the work-life balance of actors by using their digital portraits for reshoots and background roles. This also creates opportunities for actors to earn money from different projects at the same time and dedicate more time to their families as the AI does the work for them. But he also stressed the importance of consent, ensuring actors have control over the use of their likeness and are compensated accordingly.
When it comes to technology, not only is it unrealistic and impossible to try to stem the flow, but these new @Sagaftora In fact, protections can help you navigate the wave of AI technology when it comes to using your face and likeness.
— Jason Winston George (@JasonWGeorge) November 12, 2023
The Rise of AI: Opposition and Advocacy
While George is a voice for moderation and adaptation, others in the industry have also expressed deep concerns. Katja Herbers, of “Evil” and “Westworld” fame, shared George’s thread and issued a warning suggesting she might vote “no” on his contract. Her concerns resonate with many actors who fear that AI will not only complement but eventually replace human performers.
This is a very worrying thread that makes me think we might have to vote against the SAG agreement. AI cannot replace actors. AI will destroy entire industries. https://t.co/6KOfNINQ5t
— Katja Herbers (@katjaherbers) November 12, 2023
Similarly, Justine Bateman, director, actress, and SAG-AFTRA AI advisor. expressed MSNBC offers an even more alarming view. She likened the negotiation process to a gruesome deal with cannibals and advocated for an industry that prioritizes human creativity and employment.
The future will be shaped by actors, not algorithms
However, George’s argument is not without merit. He highlighted the current status of AI as an enhancer rather than a replacement, noting that synthetic fakes generated entirely by AI have not yet been able to replace performers. George said the battle hasn’t started yet, but the industry is preparing for it with a new contract that requires producers to notify SAG-AFTRA every time a synthetic fake is used.
“To be clear, we may one day be battling synthetic fakes, characters generated entirely by AI that bear no resemblance to individual performers. As far as we can tell, not a single performer has yet been replaced by an AI-generated synthetic fake. That battle has not yet begun.”
Contract modification clauses, like dubbing and ADR clauses, are aimed at improving quality and fair practices. This raises a very important question. Can actors and creators be empowered with AI and turn potential threats into opportunities for innovation and collaboration?
George argues that the possibility of AI replacing human actors is not imminent, as businesses still rely heavily on real actors for promotion. The unique human element they bring to storytelling and marketing is invaluable, a sentiment shared by actors who despise playing inanimate objects like tennis balls.
In conclusion, the integration of AI into the entertainment industry is met with a mix of resistance, acceptance, and proactive strategies. While the fear of substitutes creeps in, the focus now remains on using AI responsibly and to your advantage.
As the debate continues, the industry is watching closely and preparing to adapt to the future of AI. The question is not if AI will impact the entertainment industry, but when and how. With the right protections and attitudes in place, perhaps actors will be able to ride out the AI wave without being swept away by the waves of progress.
