AI and the Creator Economy: Adapting to New Norms

The global film industry conceals a widespread use of AI tools, from idea generation to set design, often without public acknowledgment. Despite its productivity benefits, AI usage in Hollywood and Bollywood is fraught with ethical concerns due to unauthorized data usage by AI companies, leading to legal disputes worldwide.

India's media and entertainment sector, rooted in creativity, faces challenges in navigating this ethically complex landscape. A recent FICCI Frames roundtable highlighted the division within the industry over AI's role, with some advocating for its creative potential and others urging caution.

Netflix has embraced AI with transparency requirements, while YouTube restricts monetization of fully AI-generated content, reflecting diverse approaches to AI integration.

The issue of ownership of AI-generated content remains contentious, exemplified by the Midjourney vs. Disney legal battle. Google offers legal protection to its AI users, yet the question of creator rights persists.

AI presents opportunities for creators but risks infringing on others' work. India is addressing cultural representation gaps in AI models, with government initiatives to enhance the local AI ecosystem. The FICCI Frames discussion underscored the need for guidelines on AI usage, emphasizing consent, ownership, and transparency.