Cynthia Erivo, Ariana Grande and the Wicked movie poster...
The big screen adaptation of the popular stage musical Wicked hits UK cinemas on November 22. However, a fan-made movie poster has sparked an online debate about the use of photo editing software and AI-generated content featuring celebrities.
The original stage show of Wicked premiered on Broadway in 2003 and has since been watched by nearly 65 million people worldwide, generating an estimated global box office revenue of $5 billion.
Controversy Surrounding the Movie Poster
Following the announcement of a movie version, dedicated fans of the show worldwide took to social media to share their own Photoshopped and AI-generated versions of the upcoming film's posters and artwork. This led to a situation where a fan-created Broadway-themed poster stirred controversy after Cynthia Erivo, one of the film's stars, saw a Photoshopped version showcasing her face obscured by shadow, hiding her eyes.
Cynthia expressed her displeasure on Instagram, calling the manipulated image on the movie poster "the wildest most offensive thing I have seen" and criticizing another AI-generated version of the poster featuring herself and co-star Arianna Grande in a fighting stance as "awful".
Despite the fan's intention to pay homage to the original Broadway poster through photo editing software, AI has faced backlash online, with Grande highlighting the conflicting nature of AI in an interview with Variety Magazine.
Debate on Celebrity Likeness Manipulation
The fan-made poster's reception has sparked a wider debate on the manipulation of celebrities' likenesses in images and videos. While some celebrities oppose AI or have had their features used in AI projects without consent, there are others who have embraced the technological advancement of artificial intelligence.
For instance, commercial film director David Blagojević recently shared an AI-generated advert featuring AI versions of Rihanna and Emilia Clarke in a Dior ad. This use of AI in advertising showcases the potential of technology in creating compelling content.
Legal and Ethical Considerations
From AI-generated images of celebrities at events like the Met Gala to fabricated AI content surrounding public figures, questions arise regarding the legality and ethics of using celebrities without their approval in AI projects.
As AI continues to pervade various aspects of society, including the entertainment industry, regulations surrounding AI usage are gaining importance. The UK Parliament is set to address the ethics, governance, and regulation of AI in the coming years.
Spotting AI Content
Given the prevalence of AI-generated content, distinguishing between what is real and what is fake can be challenging. Labels such as 'AI generated' and the mention of AI platforms in creators' work can provide clues. Social media platforms like Instagram and TikTok have also introduced labels to identify AI-generated content, aiding users in navigating the digital landscape.
