AI and Actors: Ethical Challenges, Cultural Narratives and Industry Pathways in Synthetic Media Performance

Abstract

The article explores the growing use of artificial intelligence (AI) in the entertainment industry, focusing on the impact to screen and audio performers. AI technologies enable the creation of synthetic performances, raising ethical concerns regarding identity manipulation, consent, and performer rights. Ethical AI should prioritize human-centric values such as transparency, accountability, and fairness, but many principles remain abstract and difficult to implement. Examining the intersection of acting and AI – in terms of working practice and discursive narratives used to situate that work – highlights significant issues about responsible AI use, the mechanics of media production, and the management of digitised identities. It stands as a useful model through which to explore and advance concepts of responsible AI practice and rhetoric. The article examines the role of fraudulent and exploitative uses of performer likenesses, how synthetic performance is enhancing celebrity brand identities, and evolving regulatory measures governing performer intellectual property (IP) across the U.S. and UK media industries. Performers are increasingly negotiating licensing and legal agreements to protect their likenesses, but current protections benefit primarily well-known stars over others. The article underscores the need for systemic frameworks to ensure responsible AI use, emphasizing the critical role performers play as both data sources and cultural agents, influencing public trust in AI technologies.

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