As the realm of artificial intelligence progresses, talent agencies are fortifying their defenses to shield Hollywood celebrities from the dangers presented by deceptive and manipulated images or videos.
The rise of generative AI and “deepfakes,” which involve crafting misleading content using an individual’s likeness, has led to the widespread dissemination of unauthorized clips that can jeopardize the reputations and livelihoods of prominent figures.
These deceptive clips often portray celebrities partaking in actions or making statements they never actually engaged in. For example, digitally altered nude images of a renowned personality or videos falsely depicting a Hollywood star endorsing a product they have not actually supported. This issue is expected to exacerbate in the future.
To tackle this escalating threat, technological solutions harnessing AI have been developed, attracting attention from the entertainment industry.
A noteworthy collaboration entails talent agency WME joining forces with Loti, a Seattle-based company specializing in software crafted to detect and flag unauthorized content featuring clients’ images online. Loti, comprising a team of 25 employees, promptly submits requests to online platforms for the removal of infringing photos and videos.
While the financial details of the partnership remain undisclosed, the integration of artificial intelligence in Hollywood is viewed as a two-sided coin — offering efficiency and innovative potential while also presenting risks such as job displacement and intellectual property violations.
The need for enhanced protections against AI-related challenges was a focal point during the Writers Guild of America and actors guild SAG-AFTRA strikes last summer. Recently, the Artist Rights Alliance, supported by 200 musicians including Billie Eilish and Elvis Costello, urged technology companies to respect and safeguard artists’ creations. With the proliferation of deepfakes, agencies are looking to AI for solutions to combat malicious online activities.
Chris Jacquemin, a partner at WME and head of digital strategy, underscored the daunting task of addressing deepfake issues without technological support. Loti’s co-founder Luke Arrigoni, previously involved in artificial intelligence ventures, highlighted the company’s partnership with WME in deploying AI tools to detect and mitigate unauthorized online content.
Loti’s methodology involves clients providing multiple photos and audio clips to assist in the identification of unauthorized material. By scouring the internet and issuing takedown requests, Loti aims to equip performers with insights into potentially harmful content.
The collaboration between WME and Loti signifies a significant stride in utilizing AI to safeguard clients’ interests. With the persistent menace posed by deepfakes and unauthorized content, the entertainment industry is increasingly dedicated to protecting against the misuse of AI technologies.
In the evolving landscape of AI and content protection, partnerships like the one between WME and Loti demonstrate a proactive stance in defending against digital threats and upholding the integrity of artists’ identities and brands.
