JAKARTA - Chinese video platform iQIYI has sparked controversy after launching Nadou Pro, an artificial intelligence-based service that can use the faces, voices, and movements of real actors for film and television productions.
Kyodo News, quoted Saturday, July 11, said more than 100 celebrities have been registered in the "AI talent pool" on Nadou Pro which was launched in April. Through the service, creators can negotiate with artists regarding the use of their image, voice, or movement.
However, the presence of the platform immediately drew criticism. Content created by AI is considered incapable of building emotional closeness with the audience like the appearance of human actors.
Nadou Pro emerged when the competition for content production in China became increasingly tight. Short dramas made by AI without involving human actors are also starting to be widely sought after.
According to Chinese media, the platform has attracted more than 10,000 creators and helped produce about 100 works. The types are diverse, ranging from science fiction, suspense stories, fantasy, to short dramas.
Nadou Pro helps the production process from script development, storyboarding or storyboarding, i.e. the visual design of each scene, to visual effects and the final stage of production.
The platform also allows creators to create large-scale scenes in just a few seconds. Production costs can be suppressed because shooting on location and the construction of complex sets can be reduced. AI can also be used to create digital actors.
iQIYI CEO Gong Yu said in April that live-action production, that is, films or shows that use real actors and filming, but do not use AI at all, may one day become a kind of "intangible cultural heritage".
Gong assessed that the use of AI in the creation of entertainment content will continue to grow and be difficult to stop. According to Gong, the technology can also improve the working conditions of actors because long shooting times can be reduced.
However, the statement sparked outrage on social media. Many users questioned the quality of work produced through AI platforms.
After a strong reaction in cyberspace, a number of celebrities who were previously said to be open to joining the AI talent pool denied having agreed to their involvement.
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