Succession's Brian Cox slams AI exploitation in film industry

    'Succession' star Brian Cox condemns the misuse of AI in Hollywood as 'identity theft' and a human rights concern, emphasizing actor exploitation.

    Brian Cox (Source: Variety)

    Brian Cox (Source: Variety)

    Renowned for his commanding role as Logan Roy on "Succession," actor Brian Cox is now spotlighting an off-screen issue: the misuse of artificial intelligence in replicating actors' likenesses. Speaking out at the 007: Road To A Million premiere, Cox branded this emerging practice as "identity theft" and a major "human rights issue."

    AI: A Human Rights Concern for Actors

    Cox, a veteran actor with a career spanning decades, is raising alarms over the technology's implications, particularly its impact on the vulnerable new generation of actors. He told Sky News, "I think AI is a human rights issue. It's not just a union issue. It's actually an identity theft." His words underscore a growing unease within the creative community over AI's unchecked advancement in the industry.

    With the backdrop of a prolonged strike by American actors over rights and remuneration, including issues surrounding AI, Cox's intervention is timely. He channels the forthright nature of his "Succession" character to voice his indignation, saying he would have bluntly refused exploitative deals that trade an actor’s digital likeness for a pittance.

    The Struggle for Image Rights in the Digital Age

    Brian Cox (Source: People)

    The struggle for control over one's image has been exacerbated by AI's ability to convincingly mimic human expressions and voices. High-profile instances involving Scarlett Johansson, Tom Hanks, and other celebrities have illustrated the technology's potential for misuse.

    As Hollywood juggles with these ethical quagmires, Brian Cox's stance echoes the concerns of many in the industry. On a broader scale, discussions on AI at the Bletchley Park summit, attended by global leaders and tech giants like Elon Musk, resonate with Cox’s views on the need to safeguard human rights in the face of rapidly evolving AI capabilities.

    With negotiations still ongoing between the Screen Actors Guild and production houses, Cox’s voice joins a chorus demanding not only a fair deal but a fundamental rethinking of how artificial intelligence is employed in the entertainment sector. As the Bletchley Declaration commits to researching AI's safety concerns, the industry faces a pivotal moment to align technological progress with ethical practices.

    As Cox so pointedly concluded: "It's been pretty horrendous. And then the deal, you know, we give you $50 or £50 to have you in perpetuity well, basically, I'd have told them to f*** off." It is a rallying cry for all in the creative fields to take a stand for their digital identity and integrity.

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    (Several parts of the text in this article, including the title, were generated with the help of an AI tool.)