AI is everywhere, and for the media and entertainment industry, one thing is becoming clear: the supply chain needs to adapt and adopt identifiers to integrate AI respectfully for all parties trying to incorporate the technology.
“There are these AI models being trained with … studio-created content, and AI being at the stage that it is, I really feel it’s in its infancy,” said EIDR managing director Hollie Choi, speaking at the recent CDSA Summit at IBC. “Being able to tell the difference between a fake video vs. a real video is getting really hard. Most people cannot tell the difference.”
Her session — “EIDR (and AI) in Content Provenance and Authenticity” — delved into various concepts and applications of the EIDR ID in the international supply chain as it relates to AI, content provenance, and authenticity.
Two-thirds of people surveyed couldn’t tell the difference between real and AI-generated content, Choi shared, and it’s proving to be a double-edged sword for the media and entertainment industry. While the industry enjoys the benefits of AI around localization work and enhanced special effects, deepfakes, a general lack of source verification, insufficient metadata controls, and little transparency for talent are causes for concern.
At the IBC Show, the “Digital Replicas and Talent ID: Provenance, Verification and New Automated Workflows” Accelerator project was front and center, offering a look at the need for a standardized ID framework to enable talent authentication of digital replicas for the media supply chain.
Headed by HAND (Human & Digital), EIDR is assisting in mapping the workflows for the project, and has taken the lead on helping HAND set up a new online resource for the project, offering details around workflows, use cases, legal and ethical concerns, background on everyone involved with the project, and resources for industry players interested in digital replicas and all the technology entails.
The resource includes a detailed account of how actor Evan Shafran (Barbie, Rebel Moon) had a digital replica created, and registered with HAND ID.
During the CDSA at IBC presentation, Choi walked attendees through the myriad of worldwide legal considerations different governments are taking to confront the problem, with China creating an AI development plan, Canada pushing the Artificial Intelligence and Data Act, Japan’s Social Principles of Human-Centric AI, and a slew of passed and proposed laws around AI in the U.S. and Europe.
To watch the full presentation, click here. To view the presentation slide deck, click here.