The WGA is rightly concerned about AI
The Writers Guild of America (WGA) strike began May 1 when 11,000 of its members took to the picket line and caused a halt to television production with potential delays to upcoming TV seasons. The last WGA strike was in 2007 and the entertainment industry has had a huge transformation since then, specifically in how content is consumed by audiences. In 2007, Netflix was a DVD-by-mail service, Amazon Studios and Apple had yet to make their mark in Hollywood, and who would have thought Warner Bros and Disney would be battling it out for streaming supremacy?
The integration of artificial intelligence in all areas of TV production, including ChatGPT’s ability to write and develop screenplays, has forced the WGA to demand AI regulation from the Alliance of Motion Picture and Television Producers (AMPTP). Text-to-video or voice AI applications are used as collaborative tools by independent filmmakers and ChatGPT is useful for generating ideas for scripts. But there is genuine concern among studio writers that AI could replace them and diminish their income. As the WGA strike demonstrates, regulating AI usage has become a crucial point of contention between writers and the industry.
The entertainment industry has not always been adept at navigating changes in technology and consumer markets. For example, big studios lost big time to streaming platforms over a decade ago and lost 86% of their $16.9 billion market share in DVDs and home video entertainment before getting in on the streaming revolution.
The rise of streaming platforms like Netflix and Amazon Prime has reshaped the entertainment landscape. To attract top showrunners, they are willing to pay the big bucks, such as Netflix’s reported $150 million deal with Shonda Rhimes in 2017. However, streaming platforms have adopted a model of hiring writers on short-term contracts, limiting their income and preventing them from gaining practical experience in production.
Perhaps the industry needs to adopt the recent Grammy Awards rules which state that “only human creators are eligible to be submitted for consideration for, nominated for, or win a Grammy Award.” However, work that features AI elements is applicable in certain categories, opening up another minefield about authorship and IP.
The ongoing WGA strike highlights workers’ concerns over AI adoption, which is seen across multiple industries. As the industry grapples with revolution, it is crucial to recognize the importance of human creativity and the need for AI regulation. By safeguarding the role of writers and their creative contributions, the industry can ensure that the art of storytelling remains in the hands of actual humans while utilizing AI’s potential as a synthetic collaborator.
Ginger Liu is the founder of Ginger Media & Entertainment, a Ph.D. Researcher in artificial intelligence and visual arts media, and an author, journalist, artist, and filmmaker. Listen to the Podcast.
