AI Replaces "Mamma Mia!" Musical Star in BBC Production
Sara Poyzer’s announcement of being replaced by an AI-generated voice in a BBC project has ignited concerns over the impact of AI on performing arts.
In an unfolding debate over artificial intelligence in entertainment in the U.K., Sara Poyzer, a seasoned star of the "Mamma Mia!" musical, has revealed that her role in an upcoming BBC production will be replaced by an AI-generated voice. This development, shared by Poyzer via a somber social media post, has cast a spotlight on the increasing intersection of technology and human artistry within the entertainment industry.
Poyzer, known for her long-standing portrayal of Donna Sheridan in the beloved musical, took to Instagram and X to disclose the news. Accompanied by a screenshot of an email from the production company, which remained unnamed, and a saddened emoji, Poyzer's post did not specify the production's nature or whether it pertained to an audio or television project. The email stated the BBC’s approval of an AI-generated voice for the production, rendering Poyzer's involvement unnecessary.
The reaction within the industry was swift and pointed. Miltos Yerolemou, renowned for his role as Syrio Forel in “Game of Thrones,” voiced a call to action on X. Echoing sentiments across the Atlantic, Yerolemou urged British actors and creatives to resist the encroachment of AI into their domain.
Voice Squad, the voiceover agency representing Poyzer, expressed disappointment and concern to the Daily Mail, especially given the BBC’s involvement. The agency highlighted the threat AI poses to professional artists who have dedicated years to mastering their craft, underscoring the gravity of this shift for those in the performing arts.
The incident has reignited discussions around the ethical and professional implications of AI in creative industries. Equity, a labor union, has been vocal with its “Stop AI Stealing the Show” campaign, advocating for human creatives in the face of technological advancement. The BBC, a long-time proponent of quality in broadcasting, previously supported this campaign but faced criticism recently for its use of AI in promoting “Doctor Who,” leading to a swift retraction of the strategy.
BBC’s stance on AI, as articulated by director general Tim Davie, emphasizes a balanced approach. Davie assured that while the broadcaster is exploring AI technologies, it will ensure that human creativity remains at the helm of its content, reflecting the BBC's commitment to editorial standards and creative integrity.