Sir Michael Parkinson, who died in 2023 [1], was a much loved UK chat show host who worked at the BBC between 1971 and 1982, again between 1998 and 2004 and finally for a further three years at ITV until 2007. During that time “Parky” interviewed the great and the good (and sometimes the not so good [2]) from film, television, music, sport, science and industry. I remember Saturday nights during his first stint at the BBC not feeling complete unless we had tuned into Parkinson to see which celebrities he was interviewing that night. I was sad to hear of his passing last year but also grateful I had lived at the time to see many of his interviews and appreciate his gentle but probing interview style.
Last week however we learnt that just because you are dead, it does not mean you cannot carry on doing your job. Mike Parkinson, son of Sir Michael, has given permission to Deep Fusion Films to create an exact replica of his late father’s voice so he can virtually host a new eight-part, “unscripted series” [3] called Virtually Parkinson. The virtual Parky will be able to interview new guests based on analyses of data obtained from the real Parkinson’s back catalogue [4].
Deep Fusion Films was founded in 2023 and makes a big play about its ethical credentials. On its website [5] it says it aims to “establish comprehensive policies that promote the legal and ethical integration of AI in production”. Backing this up, their virtual Parky will be created with the full support and involvement of Sir Michael’s family and estate.
So far, so ethical, right and proper, however…
Only last year, concerns over the use (and potential misuse) of AI in the film industry led to a strike by actors and writers. Succession actor Brian Cox made the statement that using AI to replicate an actor’s image and use it forever is “identity theft” and should be considered “a human rights issue” [6].
Hollywood stars like Scarlett Johansson, Tom Hanks, Tom Cruise and Keanu Reeves, have already become the subject of unauthorised deepfakes and in June of this year the Internet Watch Foundation(IWF) warned that AI-generated videos of child sexual abuse could indicate a ‘stark vision of the future’ [7].
Clearly, where Deep Fusion Films are right now, i.e. producing ethically sourced and approved imitations of celebrities voices, and where AI generated porn is threatening to take us are poles apart but…
Technology always creeps into our lives like this. A small seemingly insignificant event which we find amusing and mildly distracting entertains us for a while but then suddenly, it has become the way of all things and has fallen into the hands of ‘bad actors’. At this point, there is often no going back.
Witness how Facebook started out as an innocuous site called Facemash, created by a second-year student at Harvard University called Mark Zuckerberg, that compared two student photos side-by-side to determine who was “hot” and who was “not.” Actually this was always a questionable use case in my opinion, but I guess an indication of what went down as acceptable behaviour in Ivy League universities of the early 2000s!
Today Meta (who now owns Facebook) is the seventh largest company in the world by market capitalisation worth, at the time of writing, $1.497 T [8]. Zuckerberg’s vision for Meta, outlined in a letter to shareholders this August, is that it will become a virtual reality platform that merges the physical and digital worlds forever transforming how we interact, work, and socialise [9]. Inevitably a major part of this vision is that artificial intelligence (or even, if Zuckerberg gets his way, artificial general intelligence) will be there to “enhance user experiences”.
Facebook, and now Meta, is surely the canonical example of how a small and seemingly insignificant company from the US east coast has grown in a mere 20 years to become a largely unregulated west coast tech behemoth with over three billion active monthly users [10].
If Facebook was just used for sharing pictures of cats and dogs that would be one thing but, during its short history, it has been found guilty of spreading fake news, changing voting behaviour in key elections around the world, affecting peoples mental health as well as spreading violent and misogynistic (and deepfake) videos.
It seems like we never learn. Governments and legal systems around the world never react fast enough to the pace of technological change and are always playing catchup having to mop up the tech companies misdemeanours after they have occurred rather than regulating against tech companies in the first place. Financial penalties are one thing but these pale into insignificance alongside the gargantuan profits such companies make and anyway, no amount of fines can undo the negative effects they and their leaders have on peoples lives.
So how does the rise of the tech behemoths like Facebook, Google and X presage what might happen in the creative industries and their use of technology, especially AI?
I don’t know what proportion of a Hollywood movies costs goes to actors salaries. It is obviously not the only cost or even the largest cost however with actors like Tom Cruise, Keanu Reeves and Will Smith able to command salaries for a single film in excess of $100M [11] salaries are clearly not insignificant. It must be very tempting for movie producers to be thinking why not invest a bit more in special effects and just create a whole new actor from scratch. After all, that’s precisely what Walt Disney did with Mickey Mouse who never got paid a dime.
How long is it before we cross a red line and a movies special effects goes the whole way and uses CGI to create the characters in a completely AI scripted and generated film? Huge upfront costs (for now, but these will drop) but no ongoing costs of having to pay actors for re-runs or streaming rights etc.
I don’t know how long it might take or whether we will ever get there. Maybe the technology will never be good enough (unlikely) or maybe we will wake up to what we are doing and create some sort of legal/ethical framework that prevents such things occurring (equally unlikely I fear).
We are beginning to rub up against some pretty fundamental questions not just about how we should be using AI, especially in the creative industries, but also what it actually means to be human if we let our machines overwhelm us to the extent that our creative selves are usurped by the very things that creativity has built.
This is a hugely important question which I hope to explore in future posts.
Notes
- Sir Michael Parkinson obituary,https://www.theguardian.com/media/2023/aug/17/sir-michael-parkinson-obituary
- Michael Parkinson speaks out on Savile scandal, https://www.itv.com/news/calendar/2012-12-01/michael-parkinson-speaks-out-on-savile-scandal
- AI-replicated Michael Parkinson to host ‘completely unscripted’ celebrity podcast, https://news.sky.com/story/ai-replicated-michael-parkinson-to-host-completely-unscripted-celebrity-podcast-13243556
- Michael Parkinson is back, with an AI voice that can fool even his own family, https://www.theguardian.com/media/2024/oct/26/michael-parkinson-virtually-ai-replica-chatshow
- Deep Fusion Films is a dynamic production company at the forefront of television and film,https://www.deepfusionfilms.com/about
- Succession star Brian Cox on the use of AI to replicate actors: ‘It’s a human rights issue’,https://news.sky.com/story/succession-star-brian-cox-on-the-use-of-ai-to-replicate-actors-its-a-human-rights-issue-12999168
- AI-generated videos of child sexual abuse a ‘stark vision of the future’, https://www.iwf.org.uk/news-media/news/ai-generated-videos-of-child-sexual-abuse-a-stark-vision-of-the-future/
- Largest Companies by Marketcap,https://companiesmarketcap.com
- Mark Zuckerberg’s Letter: Meta’s Vision Unveiled,https://medium.com/@ahmedofficial588/mark-zuckerbergs-letter-meta-s-vision-unveiled-2b48a57a2743
- Facebook User & Growth Statistics,https://backlinko.com/facebook-users
- 20 Highest Paid Actors For a Single Film,https://thecinemaholic.com/highest-paid-actors-for-a-single-film/





















