AI, or artificial intelligence, is heralding major shifts across industry and culture. For a long time, people in creative industries thought they might be safe: it’s wasn’t like a computer could generate a screenplay, or a convincing enough voice to replace an actor in a booth. But the technology is progressing in leaps and bounds, and we are starting to see firm evidence that our ways of creating (and earning) are very much threatened. Let’s talk all things AI for actors.
It is unlikely that actors will see themselves completely replaced by artificial intelligence, given the complexities required to wrought human and compelling performances. However, changes to the acting industry are taking place. It is important for actors to understand how best to navigate these changes, lest they fall behind or become disillusioned with the evolving nature of the performing arts business.
When it comes to AI for actors, our position at StageMilk is one of cautious optimism. Well … perhaps more caution than optimism. But it’s a great time to remember that technological innovation has always driven new and exciting stories to be told, rather than the death of the old industry. We weathered radio, movies, talkies, television, video games and social media. What is AI for actors but the next great hurdle to conquer?
What is AI?
Artificial intelligence is technology that enables computers/machinery to simulate human intelligence. Previous understanding of AI has often been tied to its exploration in science fiction. For this reason, we have a vivid notion that AI is about the drive to create computers that feel and think and reach a state of self-awareness.
The reality is less dramatic. Artificial intelligence seeks to replicate the way humans learn, think and problem-solve. It is driven by machine learning, which focuses on the development and training of algorithms using masses of data like the internet, or user-provided content on social media. AI is terrific for large scale analytics—exploring huge amounts data and recognising trends faster than a human might.
Is AI Creative?
In short, no. AI can generate things such as images, text or video when prompted by a user. But these things are amalgamated from the data it has analysed and absorbed elsewhere. While the output itself might technically be original, it stands on the shoulders of the work of hundreds, thousands, maybe millions, of artists who receive no compensation for their work improving this tool.
AI is more convenient than genuinely creative. It’s a quick way to generate an image for a poster or a marketing presentation—not to mention cheap, when you cut out the need for an artist or writer altogether. However, the quality of these things is often lacking. Ever seen an AI photo where a happy family has too many limbs or distorted faces? And since a whopping 57.1% of the internet is now AI-generated content, AI is learning more from itself than actual humans who do their craft well.
How Does AI Affect Actors?
The important thing to remember about AI is that it is a tool. And like any tool, it will fit certain jobs better than others. Let’s look at a few individual aspects of an actor’s career where AI is going to make an impact.
Marketing
AI is already having a lasting effect on marketing in general. For actors, it can be a useful means of streamlining things like your online presence, your brand and how you approach putting yourself out there in the industry.
As an example, try heading to ChatGPT and asking it to write a twenty-point plan for marketing yourself as an actor. The points it makes are fairly generic, until you prompt it again with more information about your career: you want to work part-time, you’re mostly interested in horror movies, etc. The more date you can provide, the better the data you’ll get back.
Casting
AI has the ability to streamline information around casting to provide a casting director or producer a data-driven shortlist of actors for a role. It could look at factors around identity (such as age or gender), past credits, box office pull and even reviews to whittle down an industry-wide list of hopefuls.
The question is: is this a positive or a negative? (Like anything in casting, it’s a positive until the other guy books the gig.) We’d argue this is a positive for the casting director, who is able to trawl through a large quantities of actors and make their job easier. But it’s also unlikely to replace the traditional casting process, given the amount of intangibles AI can’t measure: chemistry, personality, actual acting talent.
The Actor’s Process
Don’t think that AI is just for the execs! Any actor can use machine learning technology to improve their craft. You could use a program to aid you in script analysis. You could generate yourself a workout regime to train up for a demanding role. Perhaps you could ask for pointers on a particular accent or style of performance, or even ask a program trained to give coaching advice and feedback on your acting?
The thing to remember with AI-generated content is that is notoriously unreliable. It takes its information from countless unverified sources. If you are going to use AI, research elsewhere and ensure that it’s not giving you misleading—or even dangerous—advice.
Voice and Video Games
The industry of voice acting, and acting in video games, is severely under threat from AI technology. AI-generated content has moved quicker in these areas, as neither field requires both the voice and face of the actor to look too human. (Video games might look increasingly photorealistic, but there is still an expectation of it being a “game” and not “real life”.)
And where is the data coming from to train these robo-voices and -faces? From films, existing performances, from voice demo reels you may well have uploaded to your Casting Networks profile. Using data taken without compensation, actors are being phased out of their livelihoods.
The technology in these areas is marching on regardless, so the best response for actors is to unionise and fight for rights. As of this article’s writing, video game actors in the United States are on strike over AI concerns. It is the second large-scale strike on the subject, following the 2023 SAG-AFTRA strikes over similar worries.
Extras Work and Background Acting
This was another concern of the 2023 strikes. Background actors can now be digitally added, their faces and bodies scanned and paid for one-time by studios who would never need to engage with them again. It’s not strictly a new practice: films often have CGI-laden crowd scenes that pose less logistical issues when filming. But the rise of the technology allowing these performances to be tweaked and altered got a lot of people thinking. Is this the start of the slippery slope from less actors on screen to no actors on screen?
Is AI the same as CGI?
AI is not the same as CGI. CGI stand for computer-generated imagery, and refers to the digital effects used in film and related media to create anything not physically shot or captured. However, AI technology is used in conjunction with CGI to create more realistic and complex renders—to make the process quicker and less expensive.
Will AI Replace Actors?
This is the question, isn’t it? After all the changes are made, what will the industry look like? Will there be an industry left for actors? Here’s what we think.
First of all, there will always be a need for actors. Performance relies on a truthful relationship between artist and audience. If there is no artist (actor) involved, the audience won’t be connecting with that person. They’ll be, at best, praising the fidelity of the technology that fools us into thinking they’re real. As humans, we need humans involved in the art-making process for it to feel worthwhile.
There’s actually an argument for actors becoming more revered after AI “revolutionises” the industry. Some suggest a return to prestige media like live performance. Theatre will feel all the more real and vital when so much entertainment is ultra-processed. We can see evidence of this now in the meteoric rise of film production company A24. Audiences thirstily await their films, having been disillusioned by the Marvel/Disney/Netflix production slurry.
So as you find yourself navigating changes in our business, look as well to what won’t change. Theatre, short films, independent projects, interesting creations by people who want to work with people, not computers. The art that comes from such ventures has an audience. And as more people seek out content that feels less processed, that audience (and the demand along with it) will grow.
Conclusion
AI, for actors, is going to be a game-changer over the next ten years. It won’t all be bad, but change is always confronting. If you are an actor nervous about AI, the best thing you can do now is to keep researching the topic. Stay on top of the technology, the trends and, most importantly, your rights in the industry.
But our advice is to keep yourself open to the possibilities of this new technology. Think of it as something that supports you rather than replaces you. How can you make it work in your favour? What does your place in the industry of the future look like? For any actor, at any time, that is an important and exciting question to be asking.
Good luck!