As debate over the pros and cons of the rapid rise of artificial intelligence and generative AI with entertainment industry applications roils on, a group of creatives has come together to “get on the same page, and leverage our collective power.” Dubbed the Creators Coalition on AI (CCAI), the org introduced itself today with an outline of its ethos and goals.
Signatories on the CCAI missive including notable actors, writers, directors and musicians, as well as animation figures such as Guillermo del Toro (Pinocchio), Christopher Miller and Phil Lord (Spider-Man: Into the Spider-Verse), JP Sans and Pierre Perifel (The Bad Guys 2), Jorge Gutierrez (Maya and the Three), Domee Shi (Turning Red), Dean Fleischer Camp and Kirsten Lepore (Marcel the Shell with Shoes On), Nick Kroll (Big Mouth), Cirocco Dunlap (The Second Best Hospital in the Galaxy), Natalie Portman (Arco), Sean Lennon (War Is Over!) and Jared Hess (Ninety-Five Senses).
The open letter reads:
“We recognize both the immense business potential of this technology and its capacity to unlock genuine creative progress. But, without robust guardrails and shared standards, this rapid, uncoordinated deployment threatens to devalue creative labor, erode our trust in what we see and hear, and undermine human creativity itself.
The Creators Coalition on AI (CCAI) is an agnostic convening organization, born from the necessity for a central hub for cross-industry discussions about how AI is impacting the entertainment industry. Over the last several months, we have worked to reach broad alignment on a set of principles for responsibly implementing AI across the entertainment industry and creative communities.
This is not a full rejection of AI. The technology is here. This is a commitment to responsible, human-centered innovation. We believe humanity is creative enough to design a system that allows for the tech and creative industries to coordinate, collaborate, and flourish, but that will not happen by default. We must come together to redirect the current path and build a better system.”
CCAI’s goals, to be pursued through its industry-wide AI Advisory Committee, seek to establish shared standards, definitions and best practices as well as ethical and artistic protections if/when AI is used. Its mission is defined by four core pillars, outlined thus:
- Transparency, Consent, and Compensation for Content and Data: AI companies build their products out of vast troves of human works and personal data often without getting permission or offering compensation. All people have a right to be compensated for the value they generate in the digital world. To operationalize this, we propose four criteria training models must meet: Consent, Controls, Compensation and Transparency & Enforcement.
- Job Protection and Transition Plans: [CCAI recognizes] that, as with every technological revolution of the past, job loss is inevitable. That said, the speed and scale of AI-driven disruption is unprecedented and risks accelerating global wealth inequality to levels unseen in modern history. Many workers in the traditional media industry have no ownership of the content they helped create and they never could have anticipated their work being used in ways that would render their jobs obsolete. As an industry built on human creativity, we have a duty to protect vulnerable workers and create the conditions that ensure creative labor remains valued, viable, and attractive to future talent. Though we cannot singlehandedly solve the societal challenges of automation, we can be a model for responsible transition and visionaries for what the future of work can look like.
- Guardrails against Misuse and Deepfakes: AI-generated content is quickly becoming indistinguishable from reality, threatening more than individual reputations, but society’s shared reality. The very technology used by some as a tool for creativity is being weaponized by others to deceive, defame, and destabilize. [The industry needs] collaboration with tech builders to help us establish real systems for accountability and robust safeguards to distinguish authentic content from AI-generated fabrications prior to the adoption of these technologies into creative pipelines.
- Safeguarding Humanity in the Creative Process: We are facing the Industrialization of Creativity. Creativity is not just for self-expression; it is how societies innovate and progress. Storytelling is not just entertainment; it is how we transmit values, empathy, and meaning. What happens when we relinquish humanity’s most ancient and fundamental capacities to machines at scale? As creators and storytellers, we must steward this transition by protecting craft and creativity, to guard against the far-reaching damage that automated storytelling and hyper-individualized consumption could inflict on the societal and moral fabric that binds us.
Read the full CCAI announcement, review the list of signatories (representing members of DGA, SAG-AFTRA, WGA, PGA and IATSE as well as independent artists, executives and technologists) and find more information on supporting the organization at creatorscoalitionai.com.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.animationmagazine.net ’
