Film Producers Taking Actors’ Voices to Create AI Dialogue Without Compensation

AI’s Impact on India’s Entertainment Industry

Concerns about artificial intelligence have already shifted from Hollywood to Bollywood, where producers are increasingly utilizing AI-generated voices, replacing human actors.

While American writers and actors continued their strike in 2023, seeking to impose tight regulations on AI in the entertainment industry, similar actions haven’t emerged in India.

In India, the entertainment sector is embracing AI tools that replicate actor voices for narration and dubbing. Some voice artists have found that their voices are being mimicked by AI technology, causing quite a stir.

In light of this trend, Indian actors are mobilizing to challenge the surge of AI usage, spearheaded by new campaigns from the Indian Association. “Voice actors who previously handled 15 to 20 projects a month are now down to about six or seven,” mentioned Amarinder Singh Sodhi, general secretary of the AVA and voice of several Marvel characters. “And many of us aren’t spring chickens anymore—switching careers at this age isn’t a walk in the park.”

Sodhi further emphasized the importance of recognizing that a voice is intellectual property, warning of potential misuse. He expressed concern that unauthorized use of voices could jeopardize future opportunities for voice artists.

There’s a growing awareness among these actors that their voices can be closely mimicked, possibly leading to projects they do not endorse. “If someone sends me a clip of hate speech using my voice, that terrifies me. It feels like an invasion because our voice is part of our identity,” he said.

Now, Indian artists are pushing for stricter regulations on the use of voice cloning in the entertainment field, but they face substantial resistance from Bollywood producers who see AI as a cost-saving necessity and a part of the industry’s future.

The struggle against AI’s encroachment has seen success in the US, but the same is not yet evident in many other countries, including India. The debate around legitimate and ethical AI use in entertainment is just in its infancy.

In the US, organizations like SAG-AFTRA celebrated the achievements gained from the 2023 strike. Yet, the ongoing development of AI continues to present challenges, offering an abundance of options that could replace human contributions in entertainment.

As AI technology advances, some might feel it’s an uphill battle. Many producers are already eager to welcome AI as a means to lower production costs while enhancing quality. Recently, Lionsgate Studios announced its full-speed ahead approach to integrating AI into production.

Lionsgate’s vice president, Michael Burns, shared that this tool could save “millions and millions of dollars” in pre-production expenses and believes it can enhance the overall production process.