JC OLIVERA / Getty Images via AFP
Hugh Grant, here in Los Angeles, California, December 10, 2023.
APPLE – Is the professional future of artists in danger? Advertising for the new iPad Pro, which shows all kinds of objects representing human creativity crushed and replaced by Apple’s tablet, has angered many artists against artificial intelligence (AI).
“The destruction of the human experience thanks to Silicon Valley”for example, reacted the British actor Hugh Grant on X.
He published his message in response to that of Tim Cook, the boss of Apple, who presented the brand’s new tablets on Tuesday May 7. “Introducing the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Imagine all the things it will create”declared the leader.
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Apple spoke very little about AI on Tuesday, and did not mention generative AI, but this technology – which makes it possible to produce all kinds of content (texts, images, videos, music, etc.) on a simple request in everyday language – is on the mind of all artists.
Hollywood actors and screenwriters went on strike for several months, demanding in particular protections against generative AI.
“This shit really sucks”
In Apple’s advertisement, a metronome, paint cans, a piano, a jukebox, a mannequin, a globe, a sculpture, cameras, books and many other objects are slowly crushed by a huge hydraulic press. Then it rises to reveal, in place of musical instruments and other creative tools, an iPad Pro.
All to the sound of the nostalgic pop song All I Ever Need is You by Sonny & Cher (“Sometimes when I’m down and alone, all I need is you”).
“Who needs human life and everything that makes it worth living? Immerse yourself in this digital simulacrum and give us your soul. Sincerely, Apple »launched, ironically, Ed Solomon, the screenwriter of Men in Blackon X.
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Many authors and artists have filed lawsuits against major companies in the industry, such as OpenAI (ChatGPT), accusing them of pilfering their works to train their generative AI models.
“Look at what’s going on around you, dude.” asked director Reed Morano, in reaction to Tim Cook’s message. “Because this shit really sucks”added the one who was one of the directors of the series The Handmaid’s Tale.
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