AI, a tool and a threat for creators, under debate at Cannes
- CANNES 2023: The arrival of generative AI open to users is an unprecedented disruption for creation, but it also threatens copyright
Armand Joulain, long-time director of scientific research at Meta (which he left a week ago), opened the round table debate "What future is there for film creation in the age of artificial intelligence?", organised by SACD and the CNC at the Cannes Film Festival, with the following explanation: "Generative AIs produce new images and texts from gigantic quantities of data. To give an example, AIs can write scripts but from data, i.e. from existing scripts. They cannot invent a new way of writing. It's amazing to make these creative tools available to everyone. But we are very aware of the risks of generating aggressive or toxic content and we know that it is becoming increasingly difficult to detect AI-generated content."
This threat is compounded by another, concerning copyright: who is the owner of a work generated by a creator using AI?
Laurence Farreng European Deputy (Culture, Education, Youth and Sport Committee) confirmed that "since April 2021, the European internal market and civil liberties committees have been working on a framework for the use of AI. A first text will be proposed in June to the European Parliament. For the time being, the aim is to prohibit AIs that manipulate information (using Chinese-style social rating), and to regulate high-risk AIs (facial recognition, public health). This is only the beginning of a long task, because the text also takes into account cultural creation."
Alexandra Bensamoun, a lawyer specialising in these issues, stressed that "the world of culture must remain very attentive to this guidance, which will have effects on intellectual property. It is essential to impose a mandatory and systematic notification when content has been generated by an AI, and to make available a summary of the data used by the AI for a work when it is protected by copyright. "
Gilles Gaillard (Animaj) is rather pessimistic: "We have been using AI for a long time in special effects. It seems difficult to me to slow down the current movement. As a producer, when I sign a writing contract with a scriptwriter, if his creation is co-generated by an AI, we can be accused of plagiarism. It's a huge legal concern."
Simon Bouisson is a creator who has used AI for his scripts very early on, especially during his residency at the Villa Albertine in Los Angeles. "It's a tool for the imagination, which I work with when I work in English. AI challenges us by giving us ideas. In 2022, what Chat GPT proposed to me was inventive, but today it is much more consensual. I asked the American researchers I was collaborating with to feed the AI with my 100 favourite scenarios, but legally it was already impossible. Anyway, the machine will always lack the human narrative and thematic obsession."
Stéphane Sitbon Gomez, director of antennas and programmes at France Télévisions, reminded us that "AIs are not intelligent. They only reinterpret existing data and behaviours. We have entered a civilisation of capturing the consumer's attention and for that, AI is also a formidable technique. But do we want to live in this world? A tool this powerful must have a purpose."
Today, the slowness of the legislation makers is matched by the speed of development of artificial intelligence. But legal expert Alexandra Bensamoun remains optimistic: "We should not worry about the slowness of the law. When a social need emerges, it is desirable that the law has time to reflect. Laurence Farreng, European Deputy, concluded on democracy: "It is up to us to choose our society, the place of justice, education and freedom of expression. We are defining the frontier of our freedoms, because what differentiates us from AI is consciousness. "
(Translated from French by Margaux Comte)
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