The Academy of Motion Picture Arts and Sciences has unveiled new rules for next year’s Oscars, addressing the growing use of artificial intelligence (AI) in film production. The guidelines clarify that movies made with AI will not be automatically disqualified from winning top awards, nor will the extent of AI usage be strictly limited.
New Guidelines on AI Usage
According to the Academy’s press release, the use of generative AI in filmmaking “will neither help nor harm the chances of achieving a nomination.” However, the “degree to which a human was at the heart of the creative authorship” will be a factor in deciding which films to award. This approach aims to balance the evolving role of technology in filmmaking with the importance of human creativity.
Industry Reaction
The new rules come after controversy surrounding films like “The Brutalist” and “Emilia Pérez,” which were nominated for this year’s Oscars despite using AI in their production. The New York Times noted that the Academy’s acknowledgment of AI’s growing presence in moviemaking is significant. While some industry professionals have begun to embrace AI’s potential, others remain skeptical.
The BBC highlighted AI’s ability to quickly adapt to an artist’s tone and style, or perform subtle edits, which has contributed to its increasing popularity in music and film production. However, many actors and writers have expressed strong opposition to AI’s growing role. The potential for generative AI to replace human creatives was a major point of contention during the 2023 SAG-AFTRA and Writers Guild of America strikes.
Concerns and Protections
To address these concerns, unions negotiated protections against AI technology as part of their recent contract negotiations. Industry professionals worry that studios might use AI tools like OpenAI’s ChatGPT to cut costs and save time on tasks such as research, treatment, and scriptwriting.
Jonathan Kendrick, cofounder and chairman of Rokit Flix, compared using AI to having a “bad writer help you.” While AI can produce an outline, it lacks the emotional weight that human creatives bring to a project. Since the Academy’s guidelines don’t ban AI outright, voters will ultimately decide what constitutes “too much” AI involvement and whether a film has sufficient human influence.
Additional Changes
Alongside the new AI rule, the Academy has introduced other significant changes. Voters will now be required to watch all nominated films in each category to participate in the final round of voting. Additionally, a new award for achievement in casting has been established, recognizing the crucial role that casting directors play in film production.
