Scarlett Johansson's OpenAI feud rekindles Hollywood fear of artificial intelligence

microsoft, scarlett johansson's openai feud rekindles hollywood fear of artificial intelligence

The 76th Cannes Film Festival - Press conference for the film "Asteroid City" in competition - Cannes, France, May 24, 2023. Cast member Scarlett Johansson attends. REUTERS/Yara Nardi/File Photo

By Dawn Chmielewski and Anna Tong

(Reuters) - OpenAI's apparent homage to the movie "Her" featuring the voice likeness of Scarlett Johansson is fueling a backlash against artificial intelligence across Hollywood, executives told Reuters.

Johansson's accusation that the ChatGPT-maker copied her performance in the Spike Jonze-directed feature film, after failing to strike an agreement, rekindled the creative class’s anxiety about the existential threat posed by AI, even as Hollywood studios test new tools and mull alliances with OpenAI.

“This seemed to strike a real chord,” said one industry executive. “It kind of puts a human face on it … There’s a well-known tech company that did something to a person we know.”

OpenAI stunned the world in February with feature film-like quality videos generated by its text-to-video tool, Sora. Since then, Hollywood executives and agents have met the company multiple times to discuss potential creative partnerships and applications of the technology, according to agents and industry executives.

Johansson’s blasting of OpenAI for using a sultry voice she called “eerily similar” to her performance in its public demonstrations of the newest version of ChatGPT is antagonizing some entertainment executives, amid discussions to work more closely on projects, people with direct knowledge told Reuters.

“It sure doesn't set up a respectful collaboration between content creators and tech giants,” said one studio executive, calling OpenAI’s actions “hubris.”

OpenAI CEO Sam Altman said in a statement Monday that the voice "is not Scarlett Johansson's, and it was never intended to resemble hers. We cast the voice actor behind Sky’s voice before any outreach to Ms. Johansson."

The company, whose largest investor is Microsoft, did not reply to requests for comment on its relationship with Hollywood after the dispute.

Even before the latest conflict, agents and executives who spoke with Reuters on condition of anonymity have said for weeks they are concerned that OpenAI’s models appear to have been trained on copyrighted works, which the tech company deemed as a fair use because they are publicly available on the internet. That is seen as a major obstacle by some professional directors and filmmakers, who may be reluctant to use a tool built, without consent, on others’ work.

But technologists in the entertainment industry view Sora as a promising potential tool to augment the film- and TV-making process. They see near-term applications for the technology to accelerate the pace of digital effects.

Fox already uses OpenAI’s ChatGPT to recommend new TV shows and movies for viewers of its Tubi streaming service.

Although OpenAI has said it aims to protect copyrights - blocking the ability to generate videos featuring known characters like Superman or prominent actors like Jennifer Aniston -- there remain concerns about how it will safeguard lesser-known performers.

LOST VOICE

Johansson’s conflict with OpenAI opens a new front in the battle between the content industry and the AI leader. Johansson has grounds to argue OpenAI violated her right to publicity, which gives a person the right to control the commercial use of his or her name, image or likeness, according to John Yanchunis, a partner at law firm Morgan & Morgan.

Singer Bette Midler used California law to reclaim her own voice in a case legal scholars point to as establishing a precedent. She successfully sued Ford's advertising agency, Young & Rubicam, for hiring a former backup singer to imitate her rendition of “Do You Want to Dance?” in a car commercial after she rejected an offer to perform the song. The case, filed in 1987, rose to the Supreme Court, which upheld her right of publicity. Tom Waits won a similar suit in 1988 against Frito-Lay for a commercial featuring a performance imitating Waits’ gravelly singing style.

“In both of those cases, the sound-alikes were performing songs that the singers had made famous, so people were likely to assume that the artists were the ones singing and had endorsed the products,” said Mark Lemley, director of Stanford Program in Law, Science and Technology.

The Johansson case is less clear-cut than the earlier cases, though the effort to imitate Johansson’s voice from “Her,” together with Altman’s repeated efforts to hire her and a tweet by him referencing the film, make for “a pretty strong case for Johansson,” said Lemley.

Jeffrey Bennett, general counsel for the SAG-AFTRA performers union, which was instrumental in establishing the right of publicity in California and elsewhere around the country, has been pressing for a federal right for voice and likeness similar to the federal protections for a copyright.

“We're thrilled that there's now this huge dialogue about it,” Bennett said. “We've been trying to use the bullhorn and shout about it for quite awhile now … We've been talking about the proliferation of ‘deep fakes' and now it's going to start impacting everybody. Now, it really is a conversation. There must be a federal solution.”

(Reporting by Dawn Chmielewski; editing by Rod Nickel and Kenneth Li)

OTHER NEWS

6 hrs ago

Meet Park Chan-am: leading South Korea’s defense against North Korean cyber attacks

6 hrs ago

Ethiopia Can Balance Electric Power Interconnection of Region: APRA Secretariat Head

6 hrs ago

Messi names best goalkeeper in the world

7 hrs ago

TSMC Eyes Europe With Shares at Record High - TaiwanPlus News

7 hrs ago

DeChambeau a one-man show at Pinehurst No. 2 and leads US Open by 3

8 hrs ago

‘Beyoncé stepped out of her comfort zone to collaborate with me’ – Sean Paul

8 hrs ago

Brazil: Thousands protest bill tightening abortion ban

8 hrs ago

If You'd Invested $10,000 in Chipotle Mexican Grill Stock 5 Years Ago, Here's How Much You'd Have Today

9 hrs ago

Six Trooping the Colour pictures that caught the eye

9 hrs ago

Italy begin Euro 2024 title defense with win as Spain start in style

9 hrs ago

Three swimmers in China doping scandal failed earlier tests: report

9 hrs ago

Le Mans 24h, H12: Porsche battles against Toyota at the halfway point

9 hrs ago

Switzerland thrash Hungary in Euro 2024

9 hrs ago

Cantlay has another steady round to stay within reach of 1st major title at US Open

9 hrs ago

Rise in badly-behaved tourists prompts Indonesia visa reassessment

9 hrs ago

Flag/ Fan Friday RWANDA! (Geography Now!)

9 hrs ago

Mistakes Everyone Makes When Ordering Food From Subway

9 hrs ago

Golden Brown Pizza Dough

9 hrs ago

5 Services the Middle Class Won’t Be Able To Afford in the Next 5 Years

9 hrs ago

PM Extends Eid al-Adha Best Wishes to Ethiopian Muslims

9 hrs ago

Germany: EURO 2024 opens with Germany's commanding win, Scottish fans celebrate spirit despite defeat

9 hrs ago

Le Mans-leading Ferrari hit with big penalty for BMW crash

9 hrs ago

Hosts Germany thump Scotland in Euro 2024 opening match

10 hrs ago

Are animals conscious? How new research is changing minds

10 hrs ago

Warnings over Guatemala's volcano tourist hotspot

10 hrs ago

I'm Retired. Do I Need to Worry About My Credit Score?

10 hrs ago

Hyundai Motor’s India arm aims for historic IPO, eyes $3B raise

10 hrs ago

Which Are the Tallest Mountains in the World? See Costs of Climbing Them

11 hrs ago

Kate returns to public events at Trooping the Colour

11 hrs ago

China’s Belt and Road Initiative a plus, the rest so-so on Hong Kong-Chiang Mai journey

11 hrs ago

Peru economy expands in April, highest growth in over 30 months

12 hrs ago

Top 15 mesomorph female celebrities you should follow

12 hrs ago

Italy recover from disastrous start to win Euro 2024 opener

12 hrs ago

Hong Kong: Dragon Boat Festival 2024 Drone Show 4

12 hrs ago

Ask A Doctor: How Does Encephalitis Enter The Body?

12 hrs ago

Bank Loan Growth: Insight into US Economic Resilience

12 hrs ago

Football: Defiant Kuroda, Machida answer critics of their style

12 hrs ago

Aussie Kim moves clear at LPGA Meijer Classic

12 hrs ago

Where did Ludvig Aberg go to college? U.S. Open win would give Texas Tech a rare Super Bowl-major double

12 hrs ago

Golf-Pavon, DeChambeau, Finau top crowded U.S. Open leaderboard