Making AI Headlines · Page 8
Hollywood’s AI Discussion Reaches the Legacy Settings Menu
· New York time
Mark Wahlberg says he is open to AI in filmmaking when it enhances the work, and to the possibility of an AI clone carrying on his legacy. His comments put augmentation and continued digital representation into a conversation that is as much about creative control as technical capability. The distinction between helping a production and representing a performer is substantial. One concerns a tool used during the work. The other concerns how an identity might appear in work beyond a particular performance. Openness from an individual performer does not settle the rules for everyone else. Permission, scope and creative intent remain central questions whenever a recognizable person becomes part of a digital production process. There is an everyday absurdity in the idea that a career could acquire settings normally associated with software. Audiences already navigate sequels, remasters and extended editions. A digital likeness adds the possibility that the performer’s future availability becomes another item requiring careful definition. The useful debate is therefore not simply whether AI belongs in film. It is what job the technology is doing and who controls that job. “Enhancement” is an attractive umbrella, but a production still needs to know whether it is sheltering a lighting adjustment or an entirely new performance.
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