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The Future. Google parent company Alphabet and Meta have discussed with Hollywood studios about licensing content to train its upcoming video-generating AI software… and studios have at least entertained those talks. Those developments — coupled with the Scarlett Johansson/OpenAI drama and the fact these systems may already be trained on Hollywood content — might spur more talent to protect their likeness by copyrighting their own deepfakes.
Hallucinating in Tinseltown
AI firms really want a piece of Hollywood stardom.
- Alphabet and Meta are offering studios and streamers tens of millions of dollars for licensing rights to their films and shows to train their AI. OpenAI has also made similar offers.
- But Hollywood is reluctant to play ball — Disney and Netflix don’t want to (but they want to partner in other ways), while cash-strapped Warner Bros. Discovery is open to licensing a limited number of titles.
- Studios fear that licensing content to AI companies will anger the creative community and create major headaches around payments and ownership (not to mention cannibalizing its own industry).
What studios would love to partner on are ways to use AI to reduce the cost of production and post-production or better target audiences on streaming services. For example, a test of Sora impressed Tyler Perry so much that he alleges it was the reason he postponed an $800 million expansion of his studio in Atlanta.
Time will tell if any other studios are willing to play with fire.
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