Generative AI has emerged as a significant force in the entertainment industry, presenting both opportunities and challenges. This report delves deep into how the name, image, likeness, and voice (NILV) of actors and artists will be safeguarded from misuse. Talent agencies and employers are striving to combat the online spread of nonconsensual deepfakes and synthetic content. At the same time, AI digital replicas are becoming accessible for creative and commercial use by celebrities. As authorized AI versions of talent likeness start to appear in content, celebs need assurances about the safety and benefits of their digital replicas. Synthetic media detection, or deepfake detection, is crucial in removing infringing content. VIP+'s data-filled report provides early insights into emerging solutions and standards for addressing deepfake harms and identifying early use cases of celebrity digital replicas. It also examines the formation of a solution assembly line for talent NILV data capture, storage, management, identification, and synthetic media detection and provenance. Research for this report involved 17 independent interviews with sources at various entities. Several charts showcase select results from original surveys conducted in collaboration with global consultative market research firms.

How Talent NILV Will Be Protected

Talent agencies and employers are taking proactive measures to protect the NILV of actors and artists. They are working on systems to combat the online spread of nonconsensual deepfakes and synthetic content. This includes implementing strict security protocols and using advanced technologies to detect and remove such content. By doing so, they aim to ensure that the rights and privacy of talent are respected. Additionally, they are exploring ways to give actors and artists more control over their digital replicas, allowing them to engage safely and benefit from them.There is a growing need for solutions that can identify specific individual face and voice likenesses in content. This is essential in preventing the unauthorized use of talent's NILV. Providers are developing systems that will give talent the technical means to make, own, control, create with, and monetize their digital replicas. These efforts are crucial in shaping the future of the entertainment industry and ensuring that talent can fully leverage the potential of generative AI.

The Role of Synthetic Media Detection

Synthetic media detection, commonly known as deepfake detection, plays a vital role in removing infringing content at scale. It enables the identification and removal of deepfakes and synthetic content that violate copyright and privacy laws. Specialized detection systems are being built to identify specific individual face and voice likenesses in content, providing a powerful tool for content creators and rights holders. These systems help to maintain the integrity of content and protect the rights of talent.Moreover, synthetic media detection is not only about removing infringing content but also about preventing its creation in the first place. By detecting the signs of deepfakes and synthetic media, it becomes possible to take proactive measures to prevent their spread. This includes educating the public about the risks of deepfakes and promoting the use of ethical and legal content creation practices.

The Formation of a Solution Assembly Line

An assembly line of solutions is beginning to form for talent NILV data capture, storage, management, identification, and synthetic media detection and provenance. This involves the collaboration of various stakeholders, including talent agencies, technology providers, and research institutions. Each component of the assembly line plays a crucial role in ensuring the smooth operation and protection of talent NILV.Data capture is the first step in the process, where information about talent NILV is collected. This data is then stored in secure databases for future use. Management systems are put in place to organize and access this data efficiently. Identification systems help to accurately identify and track talent NILV, while synthetic media detection systems ensure the removal of infringing content. Provenance systems provide transparency and accountability in the use of talent NILV.

The Impact on Talent and the Industry

The emergence of generative AI and its associated technologies has a significant impact on talent and the entertainment industry as a whole. On one hand, it offers creative and monetization opportunities for talent. They can now create new content experiences using their digital replicas and benefit from the increased reach and accessibility of their work. On the other hand, it also poses challenges, such as the need to protect their NILV from misuse and the potential for deepfakes to damage their reputations.Talent agencies and employers need to adapt to these changes and find ways to balance the benefits and risks of generative AI. They must ensure that talent is protected while also allowing them to explore the creative potential of these technologies. This requires a collaborative effort between all stakeholders in the industry to develop ethical and legal guidelines for the use of generative AI.