Mark Wahlberg on using AI in film ‘the right way’ and being open to an AI clone carrying on his legacy

You can authorize an AI version of yourself to continue your work in perpetuity.

Actor and director Mark Wahlberg has voiced his opinion on the integration of Artificial Intelligence in filmmaking, stating that he believes the technology can be utilized positively as long as it serves to enhance existing productions rather than replace human actors or creative input. Wahlberg expressed this view at TechCrunch Disrupt, where he suggested AI could be employed to improve aspects like stadium settings in films. He also revealed his openness to the idea of an AI clone of himself continuing his legacy, potentially for animated series like the upcoming "Ted," allowing his image and likeness to be used in future projects even after his involvement or existence ceases. This concept stems from the growing availability of technology like the CAA Vault, which enables the capture of an actor's physical and vocal data for digital replication.

Wahlberg's perspective suggests a pragmatic approach to AI in Hollywood, differentiating between using the technology for augmentation (e.g., enhancing visual elements) and for fundamental creation (e.g., generating scripts or replacing actors). This distinction is crucial for actors and creators navigating the evolving landscape of digital media, as it highlights potential avenues for embracing AI without compromising the core value of human performance and storytelling. His openness to an AI clone carrying on his legacy also points to a future where an actor's digital representation could become a separate, enduring asset, managed by their estate.

The development signifies a potential paradigm shift in intellectual property and personal branding for performers. As actors consider replicating their likenesses, the industry may see new models emerge for managing digital personas, akin to how estates manage other forms of creative output. This raises questions about ownership, control, and the long-term economic implications for actors and their families, suggesting that the concept of an actor's career may extend beyond their lifetime through digital avatars.