For years, automated technology has been displacing mundane jobs, with the most glamorous artificial intelligence (AI) systems now gaining prominence. Hollywood faced a standstill in the initial quarter of the year until decisions were made on November 8th to shield renowned actors from robotic competitors. An AI-generated revival of a deceased Beatle dominated this weekend’s music charts, sparking legal battles as figures like John Grisham and personalities such as Scarlett Johansson accused technology firms of misusing their words and likenesses.
Celebrities may fear that AI is robbing them of their talent and providing less skilled actors with opportunities to captivate audiences. However, paradoxically, those who vocally criticize these new technologies often stand to benefit the most from them. By enabling widespread presence across various platforms and formats, AI has the potential to elevate the biggest stars to unprecedented heights, rather than diminishing their influence. To witness the downfall of the omnistar, either clasp your hands together or, if preferred, insert earplugs.
The landscape of fame has been continually reshaped by technological advancements. As the written word spread, allowing individuals to achieve prominence during their lifetimes, discussions surrounding celebrities emerged in the 18th century. The advent of film and radio initially raised concerns among stars who feared a decline in their live performances. However, these technologies ultimately ushered in the era of the superstar, a term popularized in the 1920s. The introduction of television elicited similar anxieties (culminating in the significant Hollywood shift of 1960), yet once again, the new medium amplified their fame by extending their reach to unprecedented audiences. The term “megastar” gained traction in the 1960s.
The talented denizens of Malibu are once more apprehensive about the potential dilution of their fame as AI-generated content inundates the entertainment industry. Nonetheless, history suggests a familiar outcome. Despite the proliferation of user-generated content on platforms like YouTube and TikTok, the most prominent creators have only grown more influential. In the past six years, the number of musicians earning royalties exceeding \(1,000 has doubled, while those earning over \)10 million annually have quadrupled. Notably, Taylor Swift currently boasts the most successful musical tour in history, underscoring the enduring appeal of top-tier content amidst a sea of diverse offerings. It is the mid-tier creators who have faced the most significant challenges.
A parallel trend is evident in the realm of cinema. While the past two decades have witnessed a doubling in the number of feature films released monthly, the box office triumphs of major franchises have similarly doubled in scale. Esteemed authors have not suffered financially despite the surge in self-published works. In a landscape teeming with choices, audiences increasingly rely on human curation and algorithmic recommendations to navigate the deluge of content, gravitating towards a select few stars at the pinnacles of their respective fields.
AI affords these megastars the ability to engage with their followers on a global scale swiftly and authentically. Through AI-powered dubbing, actors and podcasters can reach international audiences in their native languages. Additionally, video editing techniques may soon seamlessly synchronize lip movements with diverse languages. By mitigating scheduling conflicts, AI empowers in-demand actors to undertake multiple projects simultaneously, fostering collaborative opportunities irrespective of physical proximity. Online enhancements akin to virtual botox extend actors’ careers, enabling them to portray roles across various ages. Disney’s acquisition of the rights to James Earl Jones’ iconic voice ensures that characters like Darth Vader will continue to resonate with audiences for generations to come.
Embracing Versatility and Innovation
Moreover, celebrities are poised to explore nascent entertainment formats, exemplified by Meta’s celebrity-voiced chatbots and the ABBA avatars captivating audiences in London multiple times weekly. While these opportunities abound, concerns persist regarding intellectual property rights, necessitating robust safeguards against AI-induced infringements. Establishing clear guidelines for authorization and compensation is imperative to navigate the uncharted terrain of AI-generated content.
A looming challenge pertains to the evolving landscape of celebrity culture amidst the era of the omnistar. Monotony poses a significant risk, as AI excels in repackaging existing content but may struggle to produce the visceral, emotionally resonant experiences that define human creativity. Industry stakeholders, inclined towards risk aversion, may gravitate towards AI-generated content, mirroring Hollywood’s preference for established franchises over original works. Disney’s utilization of de-aged characters like Luke Skywalker in recent “Star Wars” installments underscores the allure of such technological feats, although audience fatigue may set in before “Fast and Furious 94” hits theaters.
Nevertheless, the entertainment industry is inherently self-correcting. Celebrities recognize that audience tastes can swiftly transform a cultural phenomenon into a relic of the past. Despite the rise of AI-driven entertainment, human drama continues to captivate audiences, evident in the escalating value of live sports—an inherently visceral and AI-resistant spectacle. While AI promises to enrich entertainment through specialized content and expanded horizons, the enduring appeal of human narratives remains undiminished. The omnistars, from Taylor Swift to Darth Vader, have thrived in the era of artificial intelligence, yet the power to change channels remains more accessible than ever.
