Our industry is currently under immense strain, with both individuals and corporations concerned about the loss of livelihoods. However, a new player has entered the scene - generative AI. As the co-founders of Flawless, we have been developing AI-powered filmmaking tools since 2018. Our aim is to assist filmmakers, including myself (Scott Mann, a proud WGA and DGA member), in realizing their vision with minimal compromises. With the emergence of AI tools, it has become evident that new artistic rights and corresponding enforcement methods need to be developed. For us, the introduction of AI brings to mind the familiar concept of the hero's journey, a story that begins with a call to adventure. In this case, that call comes from AI. However, many in Hollywood find themselves refusing the call due to fear and doubt, which is understandable considering the immense scale and potential misuse of AI. However, generative AI also presents an unprecedented opportunity for artists and the industry as a whole. It may very well be the most revolutionary storytelling tool since the film camera itself. With generative AI, films can be improved, costs can be reduced, and a larger audience can be reached. Filmmakers now have access to new tools that can produce perfectly lip-synced versions of translated films, transfer an actor's performance to different angles, replace filmed dialogue without costly reshoots, and much more. At Flawless, we empower filmmakers to achieve these possibilities. Additionally, AI can generate new content based on source material, much like ChatGPT does with text and DALL-E does with still images. Naturally, the phrase "generate new content" raises concerns among artists. However, AI tools do not replace artists any more than photography replaced painters or CGI replaced animators. Instead, they empower artists to bring their visions to life and overcome language and cultural barriers. They also turn film catalogs into valuable data assets, offering new opportunities for monetization. In the hands of Hollywood's world-class artists, these tools can result in even better films and series. The potential of AI is hindered by valid concerns about its implications. Currently, artists' rights are being infringed upon or haven't even been established.

Artists fear that their work and scanned likenesses will be used without consent or compensation. These concerns require solutions, and they need to be addressed promptly as AI is not limited to Hollywood alone. At Flawless, our team of generative AI experts and filmmakers have been developing a rights management platform, the Artistic Rights Treasury (ART), for over three years. This platform aims to address concerns, protect artists, and potentially contribute to resolving ongoing strike issues. We are now opening up ART to include other products and services from throughout the industry. ART ensures that AI tools are implemented transparently, with consent, credit, and compensation for all rightsholders - both for the inputs and the creations that result from them. ART applies Hollywood's existing artistic protections and expands them to new rights and protocols applicable to AI. Every action within ART is governed by its foundational principles, which include obtaining informed consent for the use of existing work and permanently connecting all rights to associated final products for auditing, tracking, credit, and compensation throughout the production and distribution process. Let's take a concrete example of how ART works. Suppose a filmmaker wishes to use AI tools to change profane dialogue in post-production. With ART, the filmmaker can obtain permission from the actors involved, according to standard terms and labor agreements. Once permission is granted, ART enables the filmmaker to license existing content featuring these actors, which is made available by the content owners and is necessary for training the AI tools. Thanks to ART's authentication, the content has already been parsed to account for every rightsholder connected to it - creators and owners - and they are all automatically paid. The filmmaker can then share the edited scene with the actors involved and make any agreed-upon tweaks until final approval is reached. In the end, edits that would have taken weeks to organize, travel, and shoot can be completed in a fraction of the time and cost. The filmmaker improves their film, while the actors and content owners, who have already completed their work, approve the changes and earn passive income. This example showcases just one of the many use cases that demonstrate the power of ART. Filmmakers, actors, writers, and all industry stakeholders now have access to game-changing tools that work for them, offering an infrastructure that guarantees the rights and control of creators and commercial owners. With ART promoting responsible implementation as a standard practice, AI has the potential to revolutionize both the art and business of showbusiness. It enables better art, reduced production costs, wider audiences, and financial gain for stakeholders throughout the industry. We encourage Hollywood to accept this call to adventure, to continue its hero's journey, and to emerge transformed, as Joseph Campbell envisioned.