Major corporations, like Netflix, emphasized the role of AI in shaping the entertainment industry by releasing a job listing that highlights their commitment to using AI for content creation and optimizing production, adding complexity to the negotiations happening in Hollywood.
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LOS ANGELES, CALIFORNIA - JULY 14: Members of the Hollywood actors SAG-AFTRA union walk a picket line with screenwriters outside of Paramount Studios on Day 2 of the actors' strike on July 14, 2023 in Los Angeles, California.
Investing in AI Actors
The Hollywood strikes seem unlikely to end as major corporations are gearing up for a prolonged battle, as evident from Netflix's recent job posting for a machine learning platform product manager.
Engadget reported that the salary offered for this position ranges from $300,000 to $900,000 per year, a stark contrast to the meager $200 a day earned by many actors under the SAG-AFTRA contract. Both sides of the strike are deeply engaged in discussions about AI's role in shaping the entertainment industry's future.
Netflix's job listing provides a glimpse into the extensive use of AI, revealing its purpose beyond merely developing algorithms for show and movie recommendations. The streaming giant is determined to fully integrate artificial intelligence (AI) into every aspect of its business, going as far as utilizing AI to actively "create great content."
Additionally, the company already leverages AI to optimize the production of original movies and TV shows. The ongoing Hollywood labor disputes show has yet to indicate a resolution, and the integration of AI in content creation introduces a new dimension of complexity to the negotiations.
Affecting Actors
The ongoing efforts of the streaming company sparked a connection to a storyline from the latest session of the dystopian sci-fi series "Black Mirror," where Salma Hayek faces a problem with a studio that manipulates her scanned digital likeness without her consent.
"Black Mirror" actor Rob Delaney told The Intercept, "So $900k/yr per soldier in their godless AI army when that amount of earnings could qualify thirty-five actors and their families for SAG-AFTRA health insurance is just ghoulish... Having been poor and rich in this business, I can assure you there's enough money to go around; it's just about priorities."
As part of their demands, the striking actors are seeking safeguards to prevent their scanned likenesses from being exploited by AI without proper compensation. SAG AFTREA Chief Negotiator Duncan-Crabtree-Ireland said the proposal would let companies pay for half a day's work and use their image forever.
Also Read: SAG-AFTRA Announces Strike After Unsuccessful Negotiations With Hollywood Studios on 'AI Replicas'
Netflix AI Efforts
Alongside a machine learning platform product manager role, the company revealed on its website that it is also seeking a technical director for generative AI at its gaming studio, offering an annual salary of up to $650,000. Their gaming studio also employs generative AI to craft narratives and dialogue for immersive gaming experiences.
These AI initiatives are proving successful, with Netflix already airing "Deep Fake Love," a Spanish reality dating series that utilizes AI-generated "deep fakes" by scanning contestants' faces. That only proves that Netflix is showing a strong commitment to AI by posting lucrative job openings in the field.
Related Article: Hollywood Actors Worry About AI-Generated 'Synthetic' Actors Stealing Their Roles
