China video platform stirs controversy with launch of AI talent pool

BEIJING (Kyodo) -- An artificial intelligence-powered platform for professional film and TV production recently launched in China is stirring controversy for the use of digital data based on real-life actors' likenesses and voices.

Over 100 celebrities have been registered with the platform Nadou Pro of iQIYI Inc., China's equivalent of Netflix, launched in April. Through the "AI talent pool," creators can negotiate with the registered artists over the use of their image, voice or movements.

But critics say content generated by AI cannot "resonate with audiences" the way human actors do.

The move by iQIYI comes at a time when China's entertainment industry has seen fierce competition in content production, with the AI-generated short-form dramas that do not feature human actors gaining popularity.

The AI-driven platform has attracted more than 10,000 creators and supported the production of about 100 work spanning genres such as science fiction, thrillers and fantasy, as well as the short-form dramas, according to Chinese media.

The platform aids workflows from script development and storyboarding to visual effects and final production, and enables creators to produce epic scenes in just seconds. It can also help reduce costs hugely by eliminating the need for location shoots and elaborate sets, while digital actors can be created by AI.

Gong Yu, CEO of iQIYI, which is backed by Chinese internet search provider Baidu Inc., said in April that live-action productions that do not use AI at all may eventually become a form of "intangible cultural heritage," suggesting the trend toward AI-generated entertainment content will cannot be stopped.

He argued the cutting-edge technology can help improve working conditions for actors as it makes long hours of shooting unnecessary.

But Gong's remarks have sparked outrage on social media, with many people questioning the quality of the works produced through the AI platform.

Following the online backlash, some celebrities who were initially open to registering with the AI talent pool denied having agreed to take part in the initiative.