Mark Wahlberg Open to AI Likeness for Future Film and TV Work
The actor told TechCrunch Disrupt he supports AI use in filmmaking for enhancement purposes and would allow an AI version of himself to continue his legacy after he is no longer able to work.
What happened
At TechCrunch Disrupt, Mark Wahlberg discussed his stance on AI in filmmaking, stating he supports using the technology to enhance specific aspects of production, such as stadium settings in the upcoming Pete Rose biopic in which he will star. He distinguished this from using AI to generate entire scripts or replace real actors. Wahlberg said he has not visited CAA Vault, a facility that captures actors' likenesses for AI replicas, but expressed openness to the idea, noting it would be valuable for his children and grandchildren to control his image. He indicated he would not oppose an AI version of his likeness continuing his animated series "Ted" for decades after he is no longer able to perform the role.
Context
Wahlberg's position reflects a compromise stance in an industry divided over AI integration. He emphasizes storytelling as central to filmmaking while acknowledging technological enhancement as legitimate when used selectively. His openness to digital legacy preservation through AI raises questions about ownership and control of performer likenesses in perpetuity, suggesting a potential model where family members would manage an actor's AI representation beyond their lifetime. This approach differs both from wholesale rejection of AI in film and from unfettered use of generative systems without performer involvement.