Summary of Key Points
This news article focuses on the concept of "star AI portrait licensing," using the example of Wang Zuoxian granting the rights to use her younger-era portrait for NetEase's game "Tian Xia" to recreate a classic character via AI. It analyzes the reasons why stars are willing to allow AI to utilize their portraits, the differences between AI licensing and traditional business collaborations, public reactions to various AI+actor models, as well as the current limitations and potential future prospects of this industry. In short, veteran celebrities using AI to "revive" their classic images not only solves copyright issues but also balances their personal lives with commercial value. However, this business is still in its early stages and is only suitable for a few artists with a connection to that particular era.
Why Wang Zuoxian Agreed to Let Her Image Be Used by AI?
Wang Zuoxian, who has been out of the entertainment industry for over 20 years, suddenly agreed to allow her image to be used by AI for three practical reasons:
1. Proactive Protection Against Copyright Infringements: Previously, there were many unauthorized AI-generated videos using her face for product promotions and short videos, which was time-consuming and costly to manage. By granting the license proactively, she ensures that her image is only used in "Tian Xia" and prevents misuse.
2. Reaching Fans Without Returning to the Industry: Despite her repeated reluctance to return, fans still fondly remember her roles as Nie Xiaoqian and Bai Suzhen. Using AI to recreate these classic characters allows her image to be brought back to the public without her needing to act or promote herself, satisfying their nostalgia while not interfering with her current life.
3. A New Way to Earn From Her Past Success: Her iconic appearance from her youth is a valuable asset. Previously, she could only earn money through movie re-releases and merchandise sales. Now, by licensing her image, she can continuously generate revenue from games and digital products without the need for additional effort.
How Does AI Portrait Licensing Differ from Traditional Endorsements?
The main differences between traditional celebrity collaborations and AI licensing are as follows:
- From One-Time Use to Continuous Revenue: Traditional endorsements involve filming ads or attending events, resulting in a one-time payment. AI licensing turns the classic image into a digital asset that can be repeatedly used in games and virtual content, providing ongoing income as long as the license is valid.
- From Active Participation to Passive Income: Traditional endorsements require the celebrity's time and effort, while AI licensing only requires providing old photos, with the technology team handling all subsequent uses, allowing the celebrity to earn a passive income.
- From Limited Applications to Expanded Use Cases: Traditional endorsements are usually tied to specific products (e.g., cosmetics, phones), whereas AI licensing can be applied to various contexts such as game characters, digital collectibles, and cultural tourism projects.
Why Are Only Veteran Celebrities Suitable for AI Portrait Licensing?
This business model is currently more appealing to veteran artists with a connection to a particular era:
1. Veteran Artists Have a Strong Emotional Bond: Characters like Nie Xiaoqian and Zhang Wujie, created by Wang Zuoxian and Wu Qihua, have a deep emotional resonance with fans. AI-recreated versions of these characters are more likely to be purchased.
2. Fear of Diluting Value: Veteran artists rely on live performances and media appearances to maintain their popularity. If they prematurely license their images, fans might feel that the AI version is sufficient, diminishing their commercial value.
3. Risk of Image Obsolescence: Veteran artists have already retired from the industry, so licensing their images serves as a way to revitalize their legacy. For active artists still in their careers, such licenses might overshadow their main efforts.
What Challenges Must Be Overcome for AI Portrait Licensing to Become More Popular?
To become mainstream, several issues need to be addressed:
1. Legal Uncertainty: AI portrait licensing involves complex aspects such as model training and content generation. There are no clear rules regarding the use of these images after the license expires, which can lead to disputes.
2. Technological and Trust Issues: Public perception of AI is still negative, with concerns about AI-generated characters appearing lifelike but lacking authenticity. Technological advancements are needed to make AI portraits more believable as continuations of classic characters.
3. Industry Acceptance: Many artists and companies are hesitant due to fears of image misuse or a decrease in the value of real celebrities. Only a few veteran artists have ventured into this area, with most still waiting and observing.
Why Are There Such Different Public Reactions to Various AI+Actor Models?
The difference in public reaction stems from the purpose of using AI:
- AI Actors (e.g., Yaoke Media's Qin Lingyue): Creating artificial characters that seem lifelike but lack authenticity leads to criticism.
- Live Artists' Licensing (e.g., iQiyi's AI artist library): There are concerns that AI could compete with real actors or overuse their images.
- Veteran Artists' Licensing: Recreating classic characters satisfies fans' nostalgia, as the AI serves to bring these beloved characters back to life.
In summary, the goal of AI portrait licensing is not to create new artificial beings but to use technology to bring classic characters back in a meaningful way, providing a new value for both artists and the entertainment industry.
Conclusion
For veteran celebrities, AI portrait licensing represents a low-risk, high-reward opportunity. However, for this to become a mainstream practice in the entertainment industry, legal frameworks need to be improved, and technology must mature. Ultimately, AI aims to enhance the experience by bringing classic characters back to life in new forms, rather than replacing real artists.