In China, artificial intelligence is revolutionizing the film and series industry. Production companies are turning to AI rather than human actors to shoot their films, a shift that worries some performers.
Li Xinzhi, 26, a model and influencer with 300,000 followers, discovered her face in a mini-series she never took part in. “Two of my followers wrote to me in March to say they recognized me in a mini-series called The Peach Blossom Hairpin on the Hongguo platform,” she says. “The producers used my photos exactly as they were,” she states. Even the mole above her lip was reproduced.
In these one-to-three-minute episodes, generated by AI, she plays a cruel merchant. “They used my face for violent scenes: I’m slapped, my hair is pulled. My character also mistreats animals. I was afraid internet users would confuse me with her,” she says.
Li Xinzhi filed a complaint. The mini-series, which has 40 million views, was taken down, and a ruling is expected in January. “I received insults from producers working in AI. But I’m glad I stood my ground. Under public pressure, platforms have tightened controls,” she explains.
Empty sets
In Hengdian, the capital of Chinese cinema, film sets have emptied out over the past year. Li Long, an actor, rehearses his role with, he says, less work than before. “Before, I spent over 20 days a month on a film set, but since AI arrived, my work has halved. It’s not just actors who are affected: costume designers, makeup artists, cameramen, and directors too,” he states.
At the offices of production company Ju Bao Huyu, everything now happens on computers. The company finalizes 50 mini-series per month, for China and abroad, with sentimental stories like that of a humiliated heiress or a fallen pharaoh. Yi Hui, one of the managers, says: “Just last year, we only shot with real actors. Today, AI accounts for over 90% of our production. And it costs ten times less! For the same script, it takes us a month of shooting with actors, versus just a week with AI.”
For casting, an editor describes the method: he searches for faces online, imports the photo into ChatGPT, a generative AI tool, then gives it instructions so the portrait matches the character. Yi Hui admits the company has also used a face without permission. One of its series had to be removed. “Now, our team scrutinizes all characters to ensure there is no violation of image rights,” she assures.
To avoid lawsuits, producers now buy the right to use real faces. Actors rent out their image for a few dozen euros, and even stars are getting involved. An extra remains skeptical: “Renting my face for 30 or 40 euros, what’s the point? I’m not against the principle, but the pay is too low.” An actor sums up his concern: “Now, with AI, all the emperors look alike. Real actors, however, have their imperfections. And it’s precisely this authenticity that the audience appreciates.” Beijing has promised aid to preserve shoots with real actors.
