Where do we draw the line on using AI in TV and film?

Though last year's writers' and actors' strikes in Hollywood were about myriad factors, fair compensation and residual payments among them, one concern rose far above the others: the encroachment of generative AI – the type that can produce text, images and video – on people's livelihoods. The use of generative AI in the content we watch, from film to television to large swaths of internet garbage, was a foregone conclusion; Pandora's box has been opened. But the rallying cry, at the time, was that any protection secured against companies using AI to cut corners was a win, even if only for a three-year contract, as the development, deployment and adoption of this technology will be so swift. In the mere months since the writers' and actors' guilds made historic deals with the Alliance of Motion Picture and Television Producers (AMPTP), the average social media user has almost certainly encountered AI-generated material, whether they realized it or not. Efforts to curb pornographic AI deepfakes of celebrities have reached the notoriously recalcitrant and obtuse US Congress.