In a recent development highlighting the complexities of artificial intelligence in entertainment, actor Dan Dewhirst, known for his roles in "Prometheus," "Dark Crystal," and "Bleachers," has raised an alert over AI avatar contracts. Dewhirst's likeness was used inappropriately to broadcast misleading narratives, allegedly stemming from the Venezuelan government, creating significant concern within the film industry.
The incident traces back to 2021 when Dewhirst signed an agreement with the technology firm Synthesia to become one of the pioneering actors whose appearance would be transformed into an AI avatar. Dewhirst had initial reservations about the broad scope of the contract's clauses and consulted his agent and the actors' union in the UK, Equity, for guidance. Despite legal attempts to revise the agreement and assurances provided by the booking confirmation, Dewhirst's concerns persisted, particularly given the stipulation that the avatar was intended for lawful and reputable use only.
The actor's fears materialised in 2023 when he was notified of a video featuring his AI avatar in a counterfeit CNN report. The video portrayed his avatar as a news anchor disseminating false information about Venezuela's economic health under President Nicolas Maduro. Describing his reaction, Dewhirst stated, "I couldn’t believe it. My stomach dropped. Everything I was worried about has happened but a thousand times worse. I’m literally the face of fake news."
In response to the controversy, Synthesia clarified via a Guardian report that it had taken measures to prevent such misuse in the future. The company stated that it had suspended the accounts responsible for the misleading content and had strengthened its content review procedures by hiring more content moderators. Synthesia emphasised that actors who collaborate with them are informed of the company’s terms of service and the platform's capabilities, alongside existing safeguards.
The incident has driven Equity and its American counterparts to amplify efforts for AI safeguards within the entertainment industry. Equity's assistant secretary, John Barclay, emphasised the immediacy of the issue, noting that artificial intelligence is a current challenge impacting both performers' rights and the intellectual property of engagers.
This situation has brought attention to the need for more robust protections for actors in the rapidly evolving field of artificial intelligence and digital likenesses. Several other performers have also reported similar experiences, voicing their concerns through platforms such as The Guardian. This discourse reflects ongoing tensions as technological advancements, such as generative AI, become increasingly integrated into the entertainment sector.
Source: Noah Wire Services