Oscars 2024: AI’s Quiet Role in Hollywood—and Why It Won’t Get Nominated

Hollywood is increasingly reliant on artificial intelligence (AI) to meet production demands, yet a public embrace of the technology remains elusive. This year, as the industry prepares for the Oscars, AI’s presence is acknowledged as a behind-the-scenes tool, but not one likely to be celebrated on the red carpet.

The Academy’s Position

According to a report from The Ankler, the Academy of Motion Picture Arts and Sciences has adopted a neutral stance, stating that the use of generative AI and other digital tools “neither help nor harm” a film’s chances at winning an Oscar. Judging will consider “the degree to which a human was at the heart of the creative authorship,” as outlined in recent Academy rules updates.

Did You Know? The Academy’s official rules explicitly state that Oscar consideration will factor in “the degree to which a human was at the heart of the creative authorship.”

This neutrality creates a situation where productions are not required to disclose their use of AI, leading to a “don’t ask, don’t tell” policy. Films can be nominated without voters being informed of the extent of machine assistance used in their creation.

AI as a Productivity Tool

The least controversial applications of AI are those focused on efficiency, such as dialogue cleanup, sound balancing, and image stabilization. These tools enhance output without fundamentally altering the creative intent. This represents AI functioning as a productivity booster, assisting human artists in their workflows.

AI’s Role in Performance

“The Brutalist” sparked discussion after it was revealed that AI voice technology was used to refine Hungarian pronunciations. Filmmakers clarified that the technology did not replace the original performance, but rather fine-tuned it. This case highlights a growing concern: when AI alters a performance, questions arise about authorship.

Similarly, “Emilia Pérez” utilized AI to blend vocals and expand a performer’s singing range. This type of enhancement is comparable to auto-tune, accepted by many but requiring careful consideration regarding disclosure.

The Risks of Generative AI

Marvel’s “Secret Invasion” faced criticism for its AI-generated opening credits, which were perceived as automating artistic work rather than serving a creative purpose. This illustrates the reputational risk associated with “AI aesthetics,” as audiences may be more accepting of invisible AI assistance than overtly artificial elements.

The indie film “Late Night With the Devil” also received scrutiny following reports of AI-generated imagery, prompting clarifications from the filmmakers. Even limited use of generative AI can attract significant attention.

Expert Insight: The examples of “Secret Invasion” and “Late Night With the Devil” demonstrate that audiences are sensitive to the perceived authenticity of creative work. The use of generative AI, even in limited capacities, can raise concerns about artistic integrity and the role of human creativity.

Ethical Concerns in Nonfiction

The documentary “Roadrunner,” about Anthony Bourdain, drew criticism after it was revealed that AI was used to recreate his voice for certain lines. This raised ethical questions about consent and the potential erosion of trust in documentary filmmaking, which is predicated on authenticity.

AI and the Oscars Telecast

There is currently no indication that the Oscars telecast will feature generative AI on screen. However, machine learning is likely to be used behind the scenes for tasks such as live captioning, audio description, and accessibility features. The captioning industry is already evolving to incorporate AI-supported human stenography.

The Academy currently highlights live captions, live audio description, and an ASL livestream on YouTube as accessibility features.

For now, AI remains Hollywood’s “best supporting tool,” working diligently behind the scenes without seeking recognition.

Frequently Asked Questions

What is the Academy’s official stance on AI’s impact on Oscar eligibility?

The Academy has stated that the use of generative AI and other digital tools “neither help nor harm” a film’s chances at winning an Oscar, with judging focused on “the degree to which a human was at the heart of the creative authorship.”

Are productions required to disclose their use of AI?

No, productions are not currently compelled to disclose their AI workflows, resulting in a “don’t ask, don’t tell” policy.

What types of AI use are considered the least controversial?

AI applications focused on efficiency, such as dialogue cleanup, sound balancing, and image stabilization, are generally considered the least controversial, as they enhance output without fundamentally altering creative intent.

As AI continues to evolve, how might the film industry balance technological innovation with the preservation of artistic integrity?