A recent accord between the Writers Guild of America (WGA) and major studios and streaming platforms marks a pivotal moment in the entertainment industry, particularly concerning the integration of artificial intelligence (AI) in scriptwriting. This agreement, which includes provisions to limit AI-generated scripts, underscores a crucial debate about finding the right equilibrium between technological progression and upholding the creative integrity and labor rights essential to the entertainment field.
The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) securing similar concessions, signaling a broader industry pattern, further underscores this issue.
Drawing parallels between these advancements and the initial resistance and subsequent widespread acceptance of streaming technology is inevitable. Could AI in content creation eventually achieve the same level of acceptance and integration as streaming has?
Dr. Joanna Dodd Massey, with a background in technology, philosophy, and media, offers insightful commentary on this significant juncture in the entertainment sector. As a D., MBA, Independent Director at the Hollywood Foreign Press Association, and former Communications Leader at CBS, Discovery Inc., Joanna is well-positioned to provide astute observations on these industry dynamics.
Joanna’s Insights
“Indeed, there exists a tug-of-war, reminiscent of the early days of streaming’s emergence, where ultimately, new technologies like AI prevailed. The concessions made by the Writers Guild to studios and networks regarding AI’s role in the creative process are noteworthy, but their relevance may diminish rapidly.
My assertion stems from the parallels between the entertainment industry’s initial embrace of streaming and the current landscape of AI adoption. Just as there was resistance to streaming displacing traditional movie theaters, broadcast TV, and cable networks, similar sentiments surround AI’s integration today.
People tend to resist change, as evidenced by historical shifts in the industry. Streaming faced initial pushback, with agreements aimed at stifling its progress, yet gradually, the landscape transformed, leading to the predominantly streaming-centric environment we inhabit today.
While broadcast networks and cable providers still exist, their prominence continues to wane, likely heading towards obsolescence. The trajectory of AI mirrors this evolution. Despite initial resistance and concerns about displacement, the tide of change tends to prevail.
As someone with expertise in psychology and boardroom experience, I understand the innate aversion to change. The current apprehension towards AI reflects a familiar pattern observed during past industry transformations. While some embrace change proactively, others reluctantly follow suit, propelled by the inevitable march of progress.
In Hollywood’s historical narrative, there have always been trailblazers at the forefront of change, alongside those who lag behind and eventually adapt. I anticipate a similar trajectory for AI in the entertainment realm.”
