A dead celebrity’s voice can be put into a TV, film or podcast with no restrictions, MPs have been told.
The Culture, Media and Sport Committee is looking into British film and high-end television as part of an inquiry into the industry, and is exploring issues around the rise of AI along with skills and retention needed for the future.
Benjamin Field, an executive producer at Deep Fusion Films, which has made a podcast recreating late TV presenter Sir Michael Parkinson’s voice to carry out interviews with famous figures, gave evidence to MPs.
He said the industry is “crying out” for guidance on artificial intelligence as it helps companies make decisions on whether the technology is “safe”.
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He also said “informed consent” needs to be part of the law so people know an AI-generated voice is not real.
Mr Field said: “There’s obviously lots of talk about David Attenborough – will he have his voice on natural history programmes forever?
“(Our podcast) Virtually Parkinson, Michael Parkinson, did we steal his voice? No we licensed it.”
He said varying legislation in US states means users will have to wait to get access to Marilyn Monroe’s voice for AI use, as the Hollywood star died in 1962 in California, which has an 80-year rule.
Mr Field added that in the UK “you can do anything”, and “you would like to think people would do it responsibly” but there are no requirements to disclose the use of AI.
The podcast with Sir Michael has the permission of his family, and his son, Michael “Mike” Parkinson Jr, has said his father, who died at the age of 88 last year, liked the idea of using technology to interview someone who had died.
Mr Field said uncertainty over UK agreements with unions has brought opportunities for his company.
He said: “The problem, of course, in the US is the reaction to the Sag-Aftra strikes, and the rise of strikes and all the rest of it.
“Any time a studio suggests using AI there is immediate backlash, whereas the guidelines we have set up through Pact (Producers Alliance for Cinema and Television) and (the UK’s performing arts union) Equity, and any of the number of others… those are more aligned with (us).”
Mr Field added that that his company was able to “convince one US (company) to enter into an AI development deal”, which he believes is the first American agreement of its kind, and claimed that working with union bodies helped address “ethical” concerns.
The walkout by the Sag-Aftra US actors’ union lasted 118 days and brought Hollywood to a standstill, halting production on film and television shows around the world.
An agreement included protections around AI as well as an increase in wages.
