The Rise of AI-Generated Content in Entertainment
From de-ageing actors to AI-written scripts, generative tools are reshaping film, TV and games. Why Hollywood fought for protections.
Artificial intelligence is spreading through the entertainment industry, from visual effects and dubbing to scriptwriting tools and virtual performers. It promises lower costs and new creative possibilities, and it has sparked some of the industry's fiercest labour disputes.
The 2023 strikes
In 2023, both the Writers Guild of America and the actors' union SAG-AFTRA went on strike, with AI a central issue. The deals that ended the strikes included protections: studios cannot use AI to write or rewrite literary material in place of writers, and performers must consent to, and be paid for, digital replicas.
Where AI is already used
- Visual effects: de-ageing, crowd generation and clean-up work.
- Localisation: dubbing and lip-syncing into other languages.
- Games: generating assets and non-player dialogue.
Audience reaction
Viewers have been quick to criticise AI use they consider lazy or undisclosed, such as AI-generated title sequences or promotional art. Transparency is becoming as important as the technology itself.
What comes next
Expect AI to become an everyday production tool, with ongoing negotiation over consent, credit and pay. The creative decisions that make audiences care are likely to stay firmly human.
