AI revolutionises Australia's talent industry, sparking debate

Artificial Intelligence (AI) is significantly changing the landscape of Australia’s talent industry, creating both advantageous efficiencies and challenging displacements. Hunter Talent CEO Adam Jacobs has highlighted these developments, noting the marked post-pandemic digital transformation within the sector.

“Artificial Intelligence is revolutionising the talent industry by making processes more efficient and data-driven. It assists in casting decisions, trend analysis, and even in the creation of virtual talent,” Jacobs stated. This revolution has prompted concern within the creative community, especially among voiceover actors, background extras, and models who fear their roles could become obsolete.

Jacobs foresees substantial changes. “Voice-over roles will diminish as AI can generate synthetic voices, and background extras may become a thing of the past due to AI-generated characters.” This aligns with a recent report from the Media, Entertainment and Arts Alliance (MEAA) that indicated 56 per cent of its members are extremely concerned about the rise of AI, with an additional 30 per cent expressing moderate concern.

The impact on voiceover actors has already been stark, with demand dropping by 80 per cent in the past year. Jacobs recounted, “I've got voiceover actors making six figures a year and now they’re struggling to get booked. We had one of the biggest voiceover actors in Australia, and his work has dropped so significantly that he's driving Uber to support himself.” He added that a recent project for an animated series substituted all contracted voiceover actors with AI-generated voices, citing the speed and cost-effectiveness of the technology.

The use of AI extends beyond voiceover work. Jacobs mentioned that AI is also used for creating computer-generated background extras and model images, anticipating a dramatic industry shift within the next 24 months. “It will be cheaper to use computer-generated background extras over human background extras. More brands are interested in buying digital licenses for AI-generated images of models,” noted Jacobs. This shift allows brands to utilise AI to generate photographs from existing image rights, bypassing the need for additional photoshoots.

Despite these disruptions, AI is also streamlining the casting process and facilitating a broader search for talent through virtual auditions. “Pre-COVID video submission was around 20 per cent of your first and second-round auditions but now video submissions are 90 to 95 per cent of all auditions. This is because casting teams can screen more talent with less effort on their behalf,” explained Jacobs. However, this has led to increased operational burdens for agencies. “Our labour has skyrocketed. I've hired two people to handle the volume of video submissions we now have to submit,” he added.

Hunter Talent leverages AI in multiple facets of its operations, from sorting and matching talent with roles to managing schedules and predicting industry trends. “AI helps in sorting and matching talent with suitable roles, managing schedules, and even predicting trends in the industry. This allows us to focus more on personal interactions and career development for our talent,” Jacobs detailed.

The ongoing integration of AI within the talent industry signals the need for adaptability. Jacobs posited, “The future of the talent industry is bright and dynamic. With technological advancements and a growing emphasis on diversity and inclusion, we can expect more opportunities and platforms for talent to shine. The key will be to stay adaptable, embrace change, and continue nurturing authentic and versatile talent.”

Australia’s talent industry must navigate these technological transitions to stay relevant in an evolving market. Jacobs concluded that while AI provides notable short-term benefits, the long-term challenges it brings necessitate a strategic and adaptive approach to ensure the industry’s enduring viability.