A brewing conflict between Scarlett Johansson and OpenAI, a leading artificial intelligence company, has ignited anxieties within Hollywood regarding the potential threat AI poses to creative ownership and artistic expression.
The controversy centers around OpenAI’s ChatGPT, a powerful language model. At the heart of the issue lies Johansson’s accusation that the voice used in a recent demonstration of ChatGPT bore an uncanny resemblance to her performance in the critically acclaimed film “Her.” According to Johansson, OpenAI failed to secure her consent before utilizing a voice eerily similar to hers.
This incident has struck a nerve in the creative community, rekindling concerns about AI encroaching on the territory of actors and potentially rendering them obsolete. While Hollywood studios are actively exploring partnerships with OpenAI to leverage its innovative tools, Johansson’s experience has cast a shadow of doubt on such collaborations.
“This seemed to strike a real chord,” remarked an industry executive, highlighting the human element of the situation. “It personalizes the issue. Here’s a well-known tech company that did something to a person we know.”
OpenAI, on the other hand, maintains that the voice in question was never intended to mimic Johansson’s and belonged to a different voice actor hired before any contact with the actress. However, Johansson’s legal team argues that OpenAI may have violated her right to publicity, which grants individuals control over the commercial use of their likeness.
Beyond the immediate dispute, deeper anxieties persist regarding the training data used by AI models like OpenAI’s. Many industry professionals worry that these models might be built upon copyrighted works, potentially infringing on intellectual property rights. Filmmakers are hesitant to embrace technology potentially constructed without their consent, raising concerns about the ethical implications of AI development.
However, not everyone in Hollywood views AI with trepidation. Tech-savvy individuals see OpenAI’s tools, such as the text-to-video program Sora, as holding immense potential for streamlining film production. The ability to generate high-quality visuals could significantly accelerate the creation of digital effects. Additionally, platforms like Fox’s Tubi streaming service are already utilizing ChatGPT to recommend content to viewers.
The legal landscape surrounding AI-generated likenesses remains murky. Previous cases involving performers like Bette Midler and Tom Waits established the right of publicity, protecting individuals from unauthorized commercial use of their voices. However, Johansson’s situation is more nuanced. While OpenAI maintains the voice wasn’t intended to be a copy, the resemblance to “Her” and Altman’s attempts to collaborate with Johansson strengthen her case.
This controversy has spurred the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) to advocate for stronger legal protections for performers’ voices and likenesses in the digital age. The rise of “deepfakes” and the potential for AI to manipulate voices underscores the need for clear regulations.
While AI offers exciting possibilities for creative expression and production, ethical considerations and the protection of intellectual property remain paramount. The industry awaits a solution that fosters innovation while safeguarding the rights of creators and performers.
