Golden Globes has announced stricter guidelines on the use of artificial intelligence in film and television productions amid growing concerns in Hollywood that AI could eventually dominate major award categories.
According to organizers, works that used AI are eligible only if the performances are primarily derived from human actors.
Submissions in which a performance is “substantially generated or created by AI,” including cases where AI significantly determines an actor’s expression, voice, or movement, will not be eligible.
However, the use of AI for technical or cosmetic purposes, such as de-aging, aging, or visual adjustments, is permitted as long as the underlying performance remains that of the credited performer.
The organizers also emphasized that all submissions “must include a disclosure describing any generative AI used anywhere in the production of the completed work, including if any AI alteration was made to a credited performer’s likeness or voice.”
The Golden Globes Eligibility Committee will review the use of AI, and failure to provide requested information in a timely manner may result in ineligibility.
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Controversial use of AI in Hollywood
The new guidelines come as Hollywood continues to grapple with the rapid rise of artificial intelligence in filmmaking, with industry groups and creatives divided over its use.
The AI-generated recreation of the late American actor Val Kilmer in the historical film “As Deep as the Grave” sparked backlash after the technology was used to recreate his likeness.
The film tells the story of 1920s archaeologists exploring the history of the Navajo people in New Mexico.
Some viewers described the film as “creepy” and called it “disrespectful” to the late actor.
However, filmmakers Coerte and John Voorhees defended the project, saying they have obtained consent from Kilmer’s children to use AI in completing his role after he passed away last year, and that his estate is being compensated for the project.
The Voorhees brothers also said they have followed all the AI use set forth by the SAG-AFTRA actors union, Reuters reported.
SAG-AFTRA has previously warned against the rise of “synthetic performers,” saying that AI-generated likenesses and voices could undermine consent and employment protections for performers.
Oscars rules on AI use
The move by the Golden Globes also came following the Oscars’ clarification of its stance on the use of artificial intelligence.
Both award bodies share the view that the use of AI in performances does not automatically mean disqualification; however, human creative authorship must remain central to any work submitted for awards.
Under the Oscars’ guidelines, AI may be used as a production tool, but films will be assessed based on the extent of human artistic contribution, particularly in areas such as writing, directing, and performance.
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