published : 2023-08-25
Are AI deepfakes the end of acting as we know it?
Hollywood encounters AI: The future of filmmaking unfolds
Imagine a world where the line between reality and virtuality blurs, where AI technologies step into the shoes of Hollywood stars. Two seemingly contrasting worlds are colliding - the ever-evolving technological landscape and the magical kingdom of Hollywood.
The magic of machine learning has turned wishful thinking into reality, forging a bridge between celebrities like Lionel Messi and their fans. With the help of technology partner Synthesia, a simple message can be transformed into a personalised video, with Messi himself engaging in a 'personal' conversation with you in many languages.
The essence of this technology doesn't reside in the video creation alone. Synthesia's advanced technology aligns Messi's facial expressions with the voice-over, crafting an illusion of authenticity that enchants even the most sceptical of users.
The technological sorcery doesn't end with Messi. A similar spectacle was witnessed in David Beckham's malaria awareness campaign, where the soccer legend ‘communicated’ in multiple languages. AI took over, aligning Beckham's voice and lip movement to each language, adding a multilingual finesse to the campaign.
The popping flashbulbs of fascination have also shot past Hollywood royalty like Bruce Willis. An advertisement featuring a youthful-looking Willis had fans rubbing their eyes in disbelief; all thanks to the AI prowess which was able to recreate a '90s-era Willis.
For the uninitiated, Jamie Yeo isn't a new name in the Southeast Asian entertainment industry. This popular actress ventured a step further into the world of AI, giving rise to a digital twin. Her partnership with fintech firm Hugosave sparked a flame, enabling the creation of promotional content sans the actual presence of the actress.
The process, while intricate, offers an efficient solution. Hours spent recording in front of a green screen and in sound booths forge a lifelike avatar, reflecting the advancements of the technological landscape.
But not all of Tinseltown's shining stars are swaying in this dance of technology. Scarlett Johansson and Keanu Reeves, for instance, raised concerns over the monstrosity of AI potential, highlighting ethical and authenticity issues.
Simultaneously, the scale of discontent is tipping towards a major actors strike, fuelled by AI invasions. The concerns of key unions like the Writers Guild of America (WGA) and Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA) rise above the cacophony, emphasising on authenticity and protection against AI misuse.
The defining moment lies amidst Hollywood's crossroads. The allure of AI advancements competes against the heartbeat of traditional filmmaking. This narrative needs to strike a balance between human creativity and the wonders of AI. The real question, however, remains: Will the harmony between these two worlds prevail, or will one overshadow the other in the final act?