{"id":13146,"date":"2025-03-11T10:30:04","date_gmt":"2025-03-11T10:30:04","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=13146"},"modified":"2025-06-19T21:16:20","modified_gmt":"2025-06-19T21:16:20","slug":"ai-in-cultural-media-lets-talk-about-it","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/ai-in-cultural-media-lets-talk-about-it\/","title":{"rendered":"AI in cultural media: let\u2019s talk about it"},"content":{"rendered":"\n

Over last few months, we\u2019ve seen<\/h2><\/p>\n\n\n\n

Over the last few months, we\u2019ve seen a change from AI driving back-end digital behaviors to developing main character energy in our culture. As AI begins to shape our society, we must look at its current rules, the boundaries it is pushing, and the implications this could have. We spoke to Sophie Booth from Brainlabs, who\u2019s done just that.<\/p>\n\n\n\n

As a digital agency, Brainlabs is no stranger to AI. AI content can be lacking, to say the least, with much of it not even fooling your 80-year-old nan. But as it\u2019s advancing, we\u2019re seeing an emergence of content that\u2019s actually convincing. Things that make us question – is this AI or human-generated? Or worse, not realise it is AI-generated at all! <\/p>\n\n\n\n

As the lines blur between reality and robots, there\u2019s no denying its influence. And that got us thinking – how is something with so much power regulated? What rules are in place to stop people abusing AI and protect influencers who are creating their own content?<\/p>\n\n\n\n

The recent viral assumed \u2018Fred Again X Lily Allen\u2019 collaboration put a spotlight on these rules, or lack of them. Turns out, the new hit song \u2018Somebody Else\u2019<\/a> is an e.motion track that although eerily sounds like Allen, the singer has stated she has nothing to do with it.<\/a> e.motion hasn\u2019t confirmed it\u2019s an AI version of Allen\u2019s voice, but the timing with her recent divorce seems less than coincidental. The song fits with the vibe of a break-up comeback anthem. If the voice is AI-generated, we\u2019re looking at non-approved IP usage, although no one seems to be questioning this.<\/p>\n

And it\u2019s not just AI in music that\u2019s raising an ethical eyebrow<\/h2><\/p>\n\n\n\n

And it\u2019s not just AI in music that\u2019s raising an ethical eyebrow. It\u2019s increasingly creeping into social media, TV, and adverts. It seems to be coming at us from every angle, and taking over every screen.<\/p>\n\n\n\n

A new reality dating show, \u2018Heartwired\u2019,<\/a> premiered on 3rd March. The twist? Not all the contestants are human. The aim of the game is to \u2018spot the hot from the bot\u2019, so players could be falling for the love of their life or a smooth-talking string of code. Sure, everyone is a willing participant, but the whole premise feels a little weird.<\/p>\n\n\n\n

Sophie says, \u2018The fast-paced developments we\u2019ve seen in the last few months are fascinating, as to me they represent AI jumping over a new boundary. AI is no longer being used solely to generate images for our social consumption; it\u2019s the human character trait and personality generation capabilities that, in recent months, have become the central feature of mainstream culture. Insinuated or otherwise, it\u2019s spilling out of its social \u2018home\u2019 onto our music streaming platforms and connected TVs at a notable pace.\u2019<\/p>\n\n\n\n

But while \u2018Heartwired\u2019 is arguably a bit of fun, the use of AI in Netflix\u2019s No. 1 series \u2018American Murder: Gabby Petito\u2019<\/a> is much creepier. Petito\u2019s voice reads her journal entries throughout the series, but it\u2019s not really her. There is a brief disclaimer at the start, and Petito\u2019s family has permitted the synthetic recreation, but viewers aren\u2019t happy. While the filmmakers argued authenticity, audiences felt uncomfortable and raised ethical concerns. Obviously, Petito herself could never consent.<\/p>\n

Social media, virtual influencers emerging daily,<\/h2><\/p>\n\n\n\n

On social media, virtual influencers are emerging daily, bringing moral questions with them. Shudu,<\/a> a digital model created in 2017, has sparked cultural controversy. Shudu, who\u2019s partnered with the likes of Vogue and Cosmopolitan, is a black woman. The problem is that her creators are white men. They\u2019ve stated that Shudu\u2019s image comes from real black models, but critics aren\u2019t having it. The backlash is, at best, Shudu\u2019s creators are profiting off a black woman\u2019s image, without hiring real black models. And, at worst, they\u2019ve been accused of digital blackface. <\/p>\n\n\n\n

AI is no longer just running in the background, but creeping into center stage with evolving human-like capabilities. It\u2019s debated that these advancements may spill over moral lines, and the regulations around AI policies are also unclear.<\/p>\n\n\n\n

So, what are the rules around AI IP usage?<\/strong><\/p>\n\n\n\n

Turns out, there aren\u2019t many. In the UK, there are currently no general statutory regulations of AI at all. <\/a><\/p>\n

The EU is more on it<\/h2><\/p>\n\n\n\n

The EU is more on it. <\/a>They recently passed the world\u2019s first comprehensive AI regulation, which means brands must disclose AI-generated or manipulated content that resembles real people, places, or events. <\/p>\n\n\n\n

The U.S. is set to follow but is dragging its feet. However, Tennessee has introduced a law requiring businesses to get consent before replicating an artist\u2019s voice for advertising. And, on a federal level, lawmakers are considering proposals that would force AI developers to get permission before using personal data to train their models.<\/p>\n\n\n\n

Despite the lack of regulations, brands are setting their own rules from fears of IP issues, privacy risks, and potential brand damage. Even Google has set limits,<\/a> banning AI-generated images of people and brand logos in its new gen AI product.
<\/p>\n\n\n\n

This is the question on many people\u2019s minds. Is the rise of AI in cultural media groundbreaking? A bit of fun? Or is this the start of something more sinister? <\/p>\n

As AI continues to accelerate, we must consider the potential for serious harm<\/h2><\/p>\n\n\n\n

As AI continues to accelerate, we must consider the potential for serious harm. Especially the impacts of putting it front and center in cultural media.<\/p>\n\n\n\n

Sophie says. \u2018As an agency, we utilize AI as a core tool across our proprietary tech suite for increased efficiency. We recognize the role AI plays in today\u2019s landscape and work with our clients who use it to promote safe and ethical usage.\u2019

But we\u2019re also keen to hear our esteemed peers\u2019 thoughts and positions on this and get industry conversations started. So now\u2019s your chance – let us know your stance on AI usage in cultural media today, or even just any dubious usages you may have come across recently!  
Chat with us today<\/a> to have your say.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Over last few months, we\u2019ve seen Over the last few months, we\u2019ve seen a change from AI driving back-end digital behaviors to developing main character energy in our culture. As AI begins to shape our society, we must look at its current rules, the boundaries it is pushing, and the implications this could have. We […]<\/p>\n","protected":false},"author":4,"featured_media":13148,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[110,38],"tags":[],"class_list":["post-13146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views","category-influencer"],"acf":[],"yoast_head":"\nAI in cultural media: let\u2019s talk about it<\/title>\n<meta name=\"description\" content=\"AI is taking center stage in cultural media, and taking over our screens. But who\u2019s regulating it? 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