this post was submitted on 11 Jan 2024
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Here I go again, playing devil's advocate...
So, this is an opt-in situation. That means that actors still have to give their permission to have their voice used. Furthermore, they must still give their consent on a per-project basis. Further-furthermore, they still get paid when their voice is used this way.
That being said, this seems like a smart move on the side of SAG-AFTRA if for no other reason other than it's going to happen one way or the other, though it would have been better to do this a decade ago and have more control, but more on that later. AI is a boulder rolling down the mountain, and creatives are the house at the bottom of the mountain. The boulder is going to destroy the house, and there is no stopping it. SAG-AFTRA is taking actions to save what they can from the house and at least make sure that there are protections in place for future houses. This is what happens when no one wants to keep up with tech and has to be reactive instead of pro-active.
We rolled the corpse of TUPAC on stage at Coachella in 2012, 11 years ago. That's 11 years to sort all of this shit out and set up some protections for using likenesses with the prospect of new tech. That's 11 years to get your shit together for the future. But everyone was like, "Ha ha, truck drivers, fast food workers, and the rest of the poors will be the first to suffer under the boot of advanced automation. AI won't come to Hollywood. No one can replicate such masterpieces as Catwoman and Bee Movie. We are invincible." Well, here we are, and Hollywood and other creatives are caught with their pants down. None of this shit is new. Hell, Hollywood has been making movies about this kind of shit for decades, they were just too busy sniffing their own farts to realize they were the ones in trouble.
So, now, SAG-AFTRA are having to make concessions to stay relevant in an emerging system, instead of making the rules themselves like they should have been doing a decade ago. Is anything going to change? Is anyone going to be looking forward? Or can we expect another strike in 10 years because the policies put in place today were merely stop-gaps and did nothing to shore up for the next boulder the rolls down the mountain?
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