The writer and actor strikes, primarily driven by concerns about compensation, have placed a spotlight on the issue of artificial intelligence (AI) in entertainment. As an example, in a passionate speech in Times Square on July 25th, actor Bryan Cranston conveyed the worries of actors, addressing Disney CEO Bob Iger directly: "Mr. Iger, we understand that you have a different perspective. We don't expect you to grasp our essence fully. However, we implore you to listen to us when we assert that our jobs should not be taken away and handed over to robots. " Actors are apprehensive that studios might exploit their likenesses or voices, using them repeatedly with minimal or no remuneration and inadequate notice. On the other hand, writers fear that studios will employ large language models (LLMs) like ChatGPT to write or rewrite scripts, thereby threatening their livelihoods. The Association of Motion Picture and Television Producers (AMPTP), representing the producers, argues for a "balanced approach" regarding AI use, advocating for careful utilization rather than a complete ban. Although the future of AI in Hollywood remains uncertain, major studios and streaming services demonstrate a keen interest in the technology. A cursory review of job listings from prominent entertainment companies reveals a substantial surge in AI-related hires, as these companies seek to comprehend the potential impact of AI on their respective industries. Furthermore, it is noteworthy that Disney, in line with Bryan Cranston's statement, appears particularly intrigued by AI. The company has numerous open positions specifically focused on AI and machine learning, including roles within its "Imagineering" team responsible for transforming Disneyland and Walt Disney World into renowned attractions. One such position, for an R&D Imagineer specialized in generative AI, seeks an individual with the ambition to push the boundaries of AI tools and understand the distinction between data-driven expression and the voice of a designer, writer, or artist. This role involves collaborating with third-party studios, universities, organizations, and developers to evaluate, adopt, and integrate the latest generative AI techniques. The job offers a base salary of up to $180, 000 per year, with potential bonuses and additional compensation. Another position, for a machine learning engineer within the Disney Streaming Advanced Research division, focuses on leveraging AI for advanced personalization efforts involving digital avatars for Disney+, Star+, and ESPN+. In total, The Hollywood Reporter identified approximately six AI-oriented job openings at Disney. However, Disney is not the only company exploring the intersection of AI and entertainment. Netflix, for instance, attracted attention with a job listing for an AI Product Manager offering compensation of up to $900, 000. The listing emphasized that their business relies heavily on machine learning and AI, which drive innovation in content creation, personalization, payment processing, and other revenue-centric initiatives. Netflix features a range of AI and machine learning positions in areas such as video games, research, development, customer experience, among others. In fact, nearly all major studio owners appear to be contemplating AI's potential in various domains, including content development, customer service, and data analysis.

Amazon and Apple, for instance, have numerous open positions related to AI and ML, including roles specific to their media divisions. Sony AI America, a division of Sony that includes Sony Pictures Entertainment, is actively seeking an AI "Ethics" engineer. The company emphasizes researching and developing AI techniques that empower artists, creators, and makers worldwide, aiming to advance AI in a way that augments human capabilities and benefits society. Sony AI collaborates closely with other Sony business units, including Sony Interactive Entertainment, Sony Pictures Entertainment, and Sony Music Entertainment. This position offers a base salary of up to $160, 000. Other major players like Warner Bros. Discovery, Paramount, and NBCUniversal owner Comcast also have AI and ML job openings across areas such as video games, corporate, research, customer service, and more. It is crucial to highlight that these AI-related hiring activities occur during a broader period of job cutbacks within these companies. For example, Disney recently laid off approximately 7, 000 employees, while Paramount, Warner Bros. Discovery, Amazon, and others have experienced significant workforce reductions. Nonetheless, positions focused on AI seem to be exceptions to these job reductions. The investment in AI is unsurprising, considering its widespread integration across industries, and media companies diligently follow this trend. However, the role AI will play in the future of entertainment has fueled concerns among content creators and workers. Justine Bateman, a writer, director, and former actress, expressed her apprehension in an interview, stating that AI is the "front door" that can potentially undermine other gains made by workers. Moreover, concerns about AI are not lost on Disney CEO Bob Iger, whom critics have targeted during the ongoing strike. During a town hall meeting, an employee asked Iger about the company's plans to adapt to emerging technologies, specifically mentioning generative AI. Iger acknowledged that technological progress cannot be stopped and highlighted Disney's tradition of embracing new technologies to enhance storytelling. He further hinted that generative AI technology may eventually find its place within the company. Thus, the AI arms race has just begun, and entertainment giants are actively participating. Regardless of the outcome of negotiations with unions, AI appears to be on the path to becoming an integral part of the future of this industry. Stay updated with THR news delivered straight to your inbox every day.