Lori McCreary, CEO of Morgan Freeman's production company, Revelations Entertainment, expressed concerns about the AI boom, and potential misuse in the motion picture industry, and within that, the vastness of the Oscar winner's voice. Boils down to replication.
Typically for McCreary she's the arbiter of what's real and what's not when it comes to Freeman's impersonation and the wonderful baritone that's there. She knows what she has shot and what not.
Six months, Revelations SVP of production Kelly Mendelsohn sent McCreary a link to the Freeman video/audio in which he said, “Kelly, I love you, but you're fired.”
“I could tell it wasn't real,” McCreary says on the Produced By panel today on “AI: What Every Producer Needs to Know.”
“I could tell it wasn't real,” the former PGA president said, “literally, it was done by (Kelly's) 11-year-old cousin.”
However, one day McCreary was fooled.
He received a video of Freeman in which the actor was promoting a book. McCreary called Unforgivable The star and her makeup artist to double check that the promo was actually shot. That's how good the footage was.
When it comes to AI threats, McCreary said, “as a community we need to get ahead of it. Let's try to build tools and build tools so that when things come up, we can Turns out they're real, I'd like to have a bug that says it's real Morgan.
Renard T. Jenkins, president of I2A2 Technologies, Labs and Studios and president of the Society of Motion Picture and Television Engineers, who also sat on today's panel, mentioned that they are working on a solution for deep fax, which is the basic Similar to watermark. However, such tasks require the help of major studios to build an infrastructure and ecosystem that will allow creators to track and acclimate us to each iteration of a piece of content from origin to distribution. Will legislate tracking. McCreary hopes that the PGA, as they have helped protect the content of digital files of movies, can have a hand in setting up AI guardrails in the future.
In today's session, Ghais Mahmood, a partner at the law firm Latham & Watkins, added that “there is no federal AI act as we see in Europe,” but if one has to predict where more laws will be passed, So that's it for Deepfakes around. Because lawmakers in particular are very conscious of their deepfakes.
Mehmood noted that Tennessee passed the Elvis Act in March, which says that the voice is part of one's publicity rights, one's image and likeness. Basically no one else can use your voice without your permission. The Act also reads that if one's voice, likeness is distributed, and is inspired by an AI model, it is prohibited by law.