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

4 hrs ago

Protestors Gain Entry Into Parliament, Eat Buffet From Restaurant

4 hrs ago

European Investment Bank steps up multi-billion euro defence investments

4 hrs ago

Analysis-Engine maker's Boeing dilemma seen weighing on Airbus output revision

4 hrs ago

Lithuanian conscription: fortifying NATO's flank?

4 hrs ago

Exclusive-Doordash held talks with UK's Deliveroo on takeover, sources say

4 hrs ago

Will MicroStrategy Be a Trillion-Dollar Stock by 2030?

4 hrs ago

#CHIVIDO2024: Stars align as Davido, Chioma tie the Knot

4 hrs ago

Tinubu’s student loan, coastal highway project were my ideas – Sowore

4 hrs ago

Watch me run across the narrowest 3-country salient in the world (First person to EVER document)

4 hrs ago

President Ruto expected to address the nation at 9pm

4 hrs ago

Obi preaches reconciliation as NLC disrupts Abure’s NWC meeting

4 hrs ago

New Attenborough portrait by Jonathan Yeo unveiled

4 hrs ago

Fed's Cook: 'At some point' it will be time to cut interest rates

4 hrs ago

Njeri Maina, Kirinyaga Woman Rep, Criticizes Pressure to Back Finance Bill

4 hrs ago

FTSE 100 slides as investors wary ahead of data and election

4 hrs ago

Nike set for weak quarterly sales growth as On, Hoka chip away market share

4 hrs ago

Nasdaq, S&P 500 open higher as Nvidia firms after selloff

5 hrs ago

Transfer: Cesc Fabregas to sign Chelsea player for Como

5 hrs ago

VIDEO: Hamas Chief Ismail Haniyeh's Family Killed By Israeli Warplanes In a Dramatic Gaza Blitz

5 hrs ago

Crazy Town singer Shifty Shellshock dies aged 49

5 hrs ago

EPL: Details of Ten Hag’s new Man Utd contract emerge

5 hrs ago

Central banks must prepare for profound impact of AI, BIS says

5 hrs ago

China urges EU to revoke sanctions on Chinese firms over Russian links

5 hrs ago

Ogier withdraws from WRC Rally Poland after reconnaissance crash

6 hrs ago

ECB could take action against firms in bond portfolio in climate fight

6 hrs ago

Mark Cuban: Why Curiosity Makes You More Money

6 hrs ago

Sri Lanka likely to sign bilateral debt agreements on Wednesday, foreign minister says

6 hrs ago

Don’t use Nnamdi Kanu’s detention for economic gain – Deputy Speaker, Kalu warns

6 hrs ago

Eleventh-hour push for deal on ‘radical’ GMO deregulation

6 hrs ago

Carbon price for homes and cars could prove ‘very controversial’, senior EU official admits

6 hrs ago

Mining giant Rio Tinto promises "radical transparency" in Serbia

6 hrs ago

Don't sign Finance Bill to law - Catholic Bishops tell Ruto

6 hrs ago

UNESCO proposes putting Stonehenge on 'danger' list

6 hrs ago

Rivers Crisis: Intervene, end it now – Clark to Tinubu

6 hrs ago

Machakos county assembly set on fire

6 hrs ago

European shares fall as Airbus leads aerospace sell-off

6 hrs ago

Reports: Lakers prep pitch, 3-year max deal for LeBron James

6 hrs ago

Morning Bid: Tech rout drives flight to value

6 hrs ago

Russia: President Putin meets with Russian Foreign Ministry officials

6 hrs ago

How Kamau Thugge Strengthened Kenya Shilling Against US Dollar in 1 Year