Digital Marilyn at SXSW
An AI-driven recreation of Marilyn Monroe was revealed at SXSW, presenting a new way of fan engagement while sparking criticism on AI use in entertainment.
At this year's South by Southwest (SXSW) festival, attendees witnessed the unveiling of “Digital Marilyn,” an artificial intelligence (AI) version of the iconic Marilyn Monroe. This innovative venture came from a collaboration between Authentic Brands Group, the holder of Monroe's intellectual property since 2011, and Soul Machines, a company known for creating AI-powered “digital people.”
The idea of resurrecting celebrities through technology is not new. It follows in the footsteps of previous projects that brought legends like Elvis Presley and Tupac Shakur back to the stage in hologram form. However, Digital Marilyn represents a leap forward, offering real-time interaction with fans through advancements in natural language processing, deep learning, and GPT 3.5 technology. This digital incarnation of Monroe not only speaks with her voice and mimics her mannerisms but also shares anecdotes from her life and delivers personalized messages, creating a uniquely immersive experience for users.
The partnership behind Digital Marilyn aims to leverage Monroe’s enduring legacy for both fan engagement and brand opportunities. Authentic Brands Group, having acquired Monroe’s intellectual property from Anna Strasberg, the wife of Monroe's late acting teacher Lee Strasberg, sees this project as a way to introduce Monroe to new generations and deepen the connection with her existing fan base. The Digital Marilyn, described by Soul Machines co-founder and CEO Greg Cross as “Biological AI,” aims to showcase the potential for AI to create engaging and emotionally intelligent interactions. “It’s more than nostalgia,” Cross stated, “it’s a glimpse into the future of immersive interactions.”
While Digital Marilyn has captivated many and paves the way for new forms of celebrity-fan interaction, it has also sparked criticism that resonates with the debate regarding the use of AI in the entertainment industry, an issue that has been a point of contention. Despite the negotiated contracts that aimed to protect writers and actors after the dual-strike last year, concerns about AI’s impact have been reignited in the industry by recent advancements, such as OpenAI's Sora. A general thought, shared by professionals such as Tyler Perry on his pause on studio expansion, on the transformative—and potentially disruptive—power of AI, underscores an industry anxiety over the need for regulatory frameworks to safeguard creative integrity, ethics, and employment.