Hollywood’s AI secret: why stars and studios hide widespread tech use

Despite 2023 contracts aiming to regulate AI, many Hollywood insiders, including agents and creatives, are concealing the extent of AI’s role in filmmaking and talent representation, raising questions about transparency and control in the industry’s technological evolution.

Sources:
Vulture
Updated 2h ago
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Sources: Vulture
Hollywood’s embrace of AI technology is widespread yet often hidden, reflecting a complex relationship between innovation and control.

Industry veteran Mooser contextualizes this trend, noting, "The story of Hollywood is the story of technology," linking AI to a legacy of technological pioneers like Walt Disney and George Lucas.

Despite AI’s growing presence, transparency remains limited. Actress Lyonne observed, "many people were not being forthright with how often they were using the technology."

Agencies are adapting to this new landscape. The Creative Artists Agency (CAA) launched the CAA Vault in 2023, a project designed to capture and control the digital likenesses of its clients, highlighting concerns over image rights in the AI era.

Labor unions have also responded. Following the 2023 strikes, new contracts introduced guardrails on AI, ensuring that writers and actors maintain some control over how studios deploy AI technologies.

This cautious approach underscores Hollywood’s balancing act: embracing AI’s creative potential while protecting artists’ rights and managing ethical implications.

As generative AI evolves from a fringe concept in 2018 to a central tool in filmmaking, the industry grapples with transparency, ownership, and the future of creativity.

Key quotes:
"The story of Hollywood is the story of technology." – Mooser
"Many people were not being forthright with how often they were using the technology." – Lyonne

Key stats:
- CAA Vault launched in 2023 to control client likeness rights
- 2023 union contracts include AI guardrails

Hollywood’s AI secret reveals a sector in transition, negotiating the promises and perils of new technology while safeguarding its creative community.
Sources: Vulture
Hollywood stars and studios increasingly use AI technology but often conceal its extent. Industry insiders note a shift toward integrating AI in filmmaking, with agencies like CAA controlling client likeness rights. Recent union contracts now include AI safeguards, reflecting growing concerns over technology's role in entertainment.
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The Headline

Hollywood's 2023 AI contracts, CAA Vault, and secrecy

Over the past few years in Hollywood, it had become clear to Lyonne that many people were not being forthright with how often they were using the technology.
Lyonne
Vulture
At CAA, the subject of AI comes up every day. Back in 2023, the agency had launched a project, called the CAA Vault, to capture the likeness of all its clients so it could own and control the rights to their images.
CAA representative
Vulture
Key Facts
  • In 2023, Hollywood unions for writers and actors ended strikes with new contracts that included guardrails on AI use, ensuring members retained some control over how studios could use the technology.Vulture
  • CAA launched the CAA Vault project in 2023 to capture and control the likeness rights of all its clients for AI use, aiming to own and manage their image rights.Vulture
  • Many in Hollywood have not been transparent about the frequency of AI technology use, a fact that became clear to actress and producer Lyonne over recent years.Vulture
Key Stats at a Glance
Year when writers and actors unions ended strikes with AI guardrails in contracts
2023year
Vulture
Background Context

Early AI and Hollywood's tech legacy

The story of Hollywood is the story of technology.
Mooser
Vulture
Key Facts
  • Generative AI was a fringe idea in 2018, mainly discussed in academic and tech circles when Cristóbal Valenzuela co-founded Runway.Vulture
  • Hollywood has a history of embracing technology, with pioneers like Walt Disney and George Lucas being technologists who ushered in new eras of filmmaking.Vulture
Key Stats at a Glance
Year generative AI was a fringe idea and Runway was co-founded
2018year
Vulture
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