Hollywood professionals have formed the Creators Coalition on AI (CCAI), bringing together more than 500 actors, filmmakers, writers, and below-the-line talent to establish ethical guidelines for artificial intelligence use in entertainment. The initiative represents a response to what many see as unchecked AI adoption in the industry.
The coalition’s 18 founding members include Oscar winners Daniel Kwan, Jonathan Wang, and Sian Heder, along with actors Natasha Lyonne and Joseph Gordon-Levitt, former Academy president Janet Yang, and filmmaker David Goyer. The group has gained support from high-profile signatories including Cate Blanchett, Rian Johnson, Aaron Sorkin, Natalie Portman, and Kristen Stewart.
CCAI has outlined four core principles: transparency, consent and compensation for content and data use; job protection and transition plans; safeguards against misuse and deepfakes; and maintaining humanity in the creative process. The coalition emphasizes it does not reject AI outright but seeks responsible implementation.
Kwan told the Hollywood Reporter the initiative addresses urgent concerns about tech companies setting terms for the entertainment industry. He referenced the streaming wars as a cautionary example, stating they devalued stories, damaged theatrical business models, and disrupted established talent contracts. Wang noted the coalition has received overwhelming support, with members expressing relief at having a coordinating hub to address the complex issue.
The formation of CCAI accelerated after Disney announced a partnership with OpenAI, investing one billion dollars in the platform and licensing its characters for use on video creation platform Sora. Kwan described the reaction as one of shock, with many feeling blindsided by the deal. The announcement prompted CCAI to move forward with its public launch ahead of schedule.
The coalition held a meeting with representatives from major guilds including WGA, PGA, DGA, SAG, and Teamsters to discuss alignment on AI principles. Yang reported stronger agreement among groups than anticipated. Heder, who serves on the DGA’s AI committee, said the coalition provides a tool for cross-guild conversations on issues that affect all artistic disciplines.
The tension around AI implementation extends beyond policy discussions. Director Timur Bekmambetov created an experimental film using AI-generated content, adapting a book about a soldier with brain damage. The project, which would have cost 150 million dollars using traditional methods, employed just one actor and a small crew. However, Bekmambetov reported receiving pushback from producers on another film, Mercy, after actors expressed concerns about his AI service development.
Industry lawyer Kevin Yorn told Bloomberg he now includes clauses in client contracts governing digital replicas and synthetic likenesses. Yorn represents Scarlett Johansson, who claimed OpenAI mimicked her voice without permission. Despite reservations, Yorn encourages clients to experiment with the technology. His client Matthew McConaughey invested in voice cloning startup Eleven Labs.
Director Rian Johnson told the Hollywood Reporter that AI is making everything worse in every way. At a film festival, director Bong Joon Ho joked about organizing a military squad to destroy the technology. Guillermo del Toro stated he would rather die than use generative AI in his films.
Gordon-Levitt emphasized the coalition serves as a platform for many voices rather than a few decision-makers. The group welcomes participation from YouTube creators, podcasters, and newsletter writers, positioning the challenge as one facing all content creators. Goyer noted the coalition’s framework could apply beyond Hollywood to education, manufacturing, healthcare, and other fields.
Sources: Hollywood Reporter, Bloomberg
