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While AI’s endless capabilities are praised by studios, traditional performers are becoming increasingly anxious about where they fit in this evolving landscape. The AI celebrity revolution is well underway, and it’s changing the game for personalized messages from famous athletes like soccer sensation Lionel Messi.
Lay’s, in collaboration with UEFA Champions League and tech partner Synthesia, has made dreams come true with their “Messi Messages” initiative. Soccer fans around the world can now send or receive tailored video messages from Messi in multiple languages. The system crafts a video in which Messi appears to address the individual directly by using advanced facial mapping technology from Synthesia. With the ability to align Messi’s face with the voice-over, fans can enjoy a unique and personalized connection with their favorite athlete. This innovative partnership blurs the lines between real and virtual in celebrity endorsements, presenting a reach that was previously unimaginable.
But Messi isn’t the only star harnessing the power of AI. David Beckham made waves with a 2018 campaign for a malaria awareness initiative. In the ad, Beckham “spoke” nine languages, calling for an end to the deadly disease. However, this multilingual prowess was created through AI, with Beckham’s voice and lips altered to match different languages.
Bruce Willis also surprised fans recently by appearing to be transported back in time in a Russian bank advertisement. This ’90s-era Willis was actually a cutting-edge deepfake, using AI to bring the younger likeness of the iconic action star back to promote the bank’s financial services.
In Singapore, actress Jamie Yeo has partnered with rising fintech firm Hugosave in a groundbreaking collaboration. Yeo has given the company the right to use an AI-generated digital twin of herself in their promotional ads. By spending a few hours recording in front of a green screen and in a sound booth, Yeo’s face, movements, and voice are captured and combined using AI magic to create a lifelike digital avatar. While there are concerns about this technology, Yeo believes that the future is AI-driven and that adaptation is essential in the dynamic entertainment industry.
Despite these exciting advancements, there are some Hollywood stars who have expressed reservations about the impact of AI. Scarlett Johansson, who has been a victim of deepfake misuse, has voiced concerns about the inability to control one’s image and the potential for AI to transform actors into something they’re not or ethically support. Keanu Reeves has emphasized the importance of human experience in storytelling and worries about the industry commodifying and manipulating actors without their consent.
These concerns have led to a major strike in Hollywood, with the Writers Guild of America (WGA) and the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) leading the charge. The WGA is concerned about AI’s ability to mimic writing styles and craft scripts without a human touch, while SAG-AFTRA is focused on the rampant misuse of AI, particularly in replicating performances without consent. Both unions are calling for measures to protect against AI misuse and to ensure transparency, accountability, consent, and compensation for the intellectual property of others.
As Hollywood grapples with the impact of AI, the industry finds itself at a crossroads. The possibilities of AI in storytelling, character creation, and production efficiency are limitless, but there is a need to balance the magic of human creativity with the marvels of artificial intelligence. The question remains: Will the industry embrace a future that harmonizes both or will one overshadow the other? Share your thoughts on AI-generated content and its potential when done well by contacting us at Cyberguy.com/Contact.
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