Bryan Cranston and SAG-AFTRA raise alarm
The use of artificial intelligence in filmmaking is facing fierce criticism after Hollywood’s first AI “actress,” Tilly Norwood, was unveiled, provoking protests from actors’ unions in the US and UK, still recovering from last year’s 118-day strike driven partly by fears over AI. Australia’s Productivity Commission also drew fire this week from all political sides for overlooking AI’s threat to creative industries. In contrast, industry warnings at Cannes highlighted risks to jobs, copyright, and storytelling itself. Yet not all in film oppose AI’s rise; some see it as an unstoppable wave offering new opportunities. The global AI market for media and entertainment is projected to surge from $15 billion in 2024 to nearly $200 billion by 2033, transforming how content is created, personalized, and automated, even as debates persist over safeguarding human artistry in an increasingly digital world.
OpenAI Tightens deepfake rules after Bryan Cranston and SAG-AFTRA raise alarm
Bryan Cranston has expressed gratitude to OpenAI for stepping up its efforts to curb unauthorized deepfakes of his voice and likeness on the company’s generative AI video platform, Sora 2. Following the app’s rollout, users were able to create videos featuring the Breaking Bad star without his consent, prompting Cranston to raise concerns with the actors’ union SAG-AFTRA. One viral example showed a synthetic Michael Jackson taking a selfie with Cranston’s likeness. OpenAI’s policy requires living individuals to opt in before their image can be used, and since launch, the company has claimed to block depictions of public figures and enforce consent-based guardrails.
However, the launch phase revealed tensions, as multiple outlets reported Hollywood’s anger after OpenAI told talent agencies and studios that opting out was necessary to prevent their clients’ likenesses and copyrighted materials from being replicated, rather than requiring explicit opt-in permission. This approach sparked backlash from agencies like CAA and UTA, raising broader questions about consent and control in the AI-generated content landscape. Nonetheless, Cranston praised OpenAI’s response, describing the tightened safeguards as a positive step towards protecting performers’ rights and identity in the age of AI.
OpenAI said it’s always required opt-in consent for voice and likeness use, but expressed regret over the issue. The company said it has now created guardrails to block replication of voices and images of those who don’t consent. SAG-AFTRA president Sean Astin warned that this issue extends beyond Bryan Cranston, highlighting the risk of widespread misappropriation of performers’ identities through replication technology. Astin stressed the urgent need for stronger protections as AI deepfakes threaten the rights and reputations of countless actors and entertainers.
Astin underscored that opt-in protocols are essential for protecting artists. “Simply put, opt-in protocols are the only way to do business, and the NO FAKES Act will make us safer,” he said, referencing the federal bill aimed at banning AI-generated replicas without consent. OpenAI stands behind the legislation, with CEO Sam Altman affirming the company’s commitment to protecting performers from misappropriation. While Sora 2 allows AI recreations of historical figures, OpenAI recently agreed to block likenesses of “recently deceased” public figures upon request. Collaborating with the Martin Luther King Jr. estate, OpenAI paused AI depictions of King to strengthen protections. Meanwhile, relatives of Robin Williams and George Carlin have condemned AI videos of their late fathers.
OpenAI’s Sora 2 brings a new level of realism to AI video synthesis by generating short, high-fidelity clips up to 10 seconds long with synchronized audio. The model’s advanced diffusion transformer architecture better simulates physics, object permanence, and complex camera movements, producing content almost indistinguishable from real footage. Its “Cameo” feature lets users consent to their likeness appearing in AI videos, providing some control over digital representation. Released alongside an iOS app, Sora 2 supports creative control over style, scenes, and camera angles, aiming to democratize video creation. However, the technology has been used to produce deepfake videos of deceased public figures, ranging from entertainers to civil rights icons, which are often disrespectful or misleading.
SAG-AFTRA praises California lawmakers for new legislation protecting performers’ likenesses in the AI era
SAG-AFTRA applauded California lawmakers after Gov. Gavin Newsom signed new legislation to protect performers’ likenesses from unauthorized AI replication. SAG-AFTRA President Sean Astin and National Executive Director Duncan Crabtree-Ireland thanked Newsom and state senators Angelique Ashby and Dave Cortese for championing the bill. “This is a clear statement that California stands with performers against A.I. abuse,” Astin said. He also acknowledged SAG-AFTRA’s staff and legal teams for their role in drafting, promoting, and lobbying for the practical protections aimed at safeguarding artists in an era of growing AI misuse.
SAG-AFTRA National Executive Director Duncan Crabtree-Ireland pledged the union’s ongoing collaboration with members, platforms, AI developers, and producers to safeguard performers’ voice and likeness rights in the evolving AI landscape. The new California law empowers courts to order the removal of unauthorized digital replicas during legal proceedings. According to SAG-AFTRA, the legislation offers individuals meaningful recourse when their identity is exploited, especially for commercial gain.
South Korean film’s $60 million U.S. haul signals new era for AI filmmaking
South Korea’s Mofac Studios turned the struggling local film scene around with “King of Kings,” a $25 million animated film that’s topping US box offices and set to gross over $100 million worldwide by year-end. Directed by veteran VFX expert Jang Seong-ho, the film used AI-assisted production with Epic Games’ Unreal Engine to cut time and costs, combining motion capture and virtual sets. The English voice cast, featuring Kenneth Branagh and Oscar Isaac, helped the film outperform expectations and surpass other Korean hits in the US market. Backed by $6 billion from Altos Ventures, Mofac is speeding up AI-driven workflows to produce more content cheaply and efficiently; a model spreading across Korea’s slow-recovering industry as studios race to compete globally.
