In response to the news that Netflix is using AI effects for the first time to cut costs, the University of Salford AI expert, Dr Gordon Fletcher, has shared his perspectives on the broader implications for creative industries, ethical concerns, and the responsible use of generative AI.
Dr Gordon Fletcher, AI expert and Associate Dean: Research and Innovation at the University of Salford, said: “The use of new technologies in creative media has always been a controversial subject. Just as Generative AI (artificial intelligence) is raising issues now - including its recent use by Netflix for a science fiction series - the initial use of CGI (computer-generated imagery) raised concerns for the stunt doubles, model makers and all the other specialisms. After three decades, both CGI and more traditional special effects skills continue to coexist.
“However, GenAI usage has brought additional concerns regarding intellectual property and the use of prior works being incorporated accidentally - or even consciously - into new productions. Two previous examples from the world of media are relevant. Authors regularly cite inspiration from their predecessors - it is the foundation of academic and creative works. The algorithmic inspiration offered by GenAI is effectively the average of all relevant prior works, a far less direct inspiration drawing on hundreds of thousands of previous works.
“The use of sampling in music since the 1980s is an even more direct form of inspiration that we have learned how to deal with. All of this points to the need for responsible and ethical use of AI. This is not simply about acknowledging sources - which is difficult with GenAI - but being transparent about the process and avoiding the use of GenAI to reverse engineer or replicate previous work. Instead, we should aim to be inspired and creative with the tools that are now available.
“All of these observations lead to a more pivotal point: using GenAI to replace people is a fundamentally dangerous way to view and use this tool. We only become more efficient through the loss of jobs. We need to promote the use of GenAI to extend our capabilities and do new things that were previously impossible with current personal or organisational resources.”