Amidst this scenario, Hollywood hasn’t remained untouched either. Recently, a poster of the much-awaited Wicked film went viral on social media platforms. It was an AI-generated poster, featuring Cynthia Erivo as Elphaba and Ariana Grande as Glinda. The controversy began due to a fan-made poster with the cast, who issued statements about the same directly.
Though the poster was visually striking, it was not done in consultation or consent from the creative team behind the movie that includes the actors. Fans were applauding the AI art for its stunning depiction of Elphaba and Glinda but were quick to criticize how AI is used, as it raises ethical issues about using machine-generated content. Many fans pointed out how AI could affect jobs in the film industry in areas like design, art, and promotion.
However, the list of several first celebrities to comment is led by a strong-willed star known for her powerful performances and strong voice on social issues. Cynthia Erivo is a name you should know: “I appreciate the love and excitement that surrounds Wicked, but let’s not forget the worth of human artistry and the work that goes into creating these images,” she said on Instagram. AI can’t replace that. — Many in the entertainment industry welcomed remarks from Erivo as they further ventilate the current debate on the role of AI in creative spaces.
Ariana Grande also commented on the fans’ reactions over the poster. Grande took a more diplomatic approach when stating she appreciated fan enthusiasm, but agreed with Erivo on the issue with AI art. “I’m so thankful for all the love from fans, but there’s something to the human hand in art and in storytelling,” Grande tweeted. She further drove home the point of being supportive of real artists and not only of film but also of the hard work that goes into making the final product.
The hype surrounding the AI Wicked poster fits within a larger conversation in Hollywood about whether AI technology belongs in the entertainment industry at all. As the deceptions brought into play by deep fakes and the availability of automated scripts becomes more ubiquitous, the debate as to where AI’s position lies in the creative process only grows. To fans of Wicked, Erivo and Grande are essentially saying that while they welcome the brouhaha over the film, shine a light on and protect human imagination in the face of the rapidly advancing technology it seems to challenge.
