Reject boarding first and buying tickets later! Gordon Lee establishes a self-regulatory alliance, calling for clear boundaries between AI training and commercial use

Hollywood Creators Establish AI Ethics Alliance, Call for Transparent Licensing and Self-Regulation Standards, Respond to Unauthorized Training Controversies, Redefine Content and Technology Coexistence Rules, and Promote Enforceable Industry Standards.

Creators Cross-Industry Formation of AI Ethics Initiative Alliance

The conflict between Hollywood and the digital content industry over artificial intelligence (AI) continues to escalate, with a new organization led by creators spanning entertainment and technology industries emerging. Initiated by actor and director Joseph Gordon-Levitt, the “Creators Coalition on AI” announced its formation recently, aiming to promote actionable industry standards to regulate the boundaries of AI in content training and commercial use.

This alliance is not a traditional union or collective bargaining organization but seeks to influence how the entertainment industry and tech companies deploy generative AI through “self-regulation standards” and public advocacy.

Gordon-Levitt stated that the alliance was prompted by a suggestion from Daniel Kwan, one of the directors of “Everything Everywhere All at Once,” reflecting creators’ widespread dissatisfaction with some AI companies’ “launch first, then regulate” approach.

The Core Issue Is Not Technology but Business Ethics

In a public video, Gordon-Levitt openly stated that the real threat creators face is not generative AI itself but the opaque, non-consensual data collection and commercialization practices.

“This technology is exciting and could bring new possibilities to art, but if unethical commercial practices dominate, the creative ecosystem will be sacrificed,” he said.

In recent years, numerous controversies have centered around whether AI can be trained on scripts, voices, images, and performances without authorization, or even directly generate similar works. These issues exploded during Hollywood’s 2023 strike, becoming one of the core topics in negotiations between SAG-AFTRA, the Writers Guild of America, and studios, leading to subsequent copyright and portrait rights lawsuits.

Members Spanning Film, TV, and Tech, Over 500 Creators Support

The Creators Coalition on AI deliberately structures its membership as cross-sector collaboration. Besides Gordon-Levitt, co-founders include actor and director Natasha Lyonne, screenwriter and director David Goyer, Randima Fernando, co-founder of the Center for Humane Technology, and Dawn Nakagawa, President of the Berggruen Institute.

Image source: Creators Coalition on AI List of Co-Founders

More notably, the alliance’s open letter has garnered signatures from over 500 creators and industry figures, including Natalie Portman, Cate Blanchett, Ben Affleck, Guillermo del Toro, Aaron Sorkin, Ava DuVernay, and Taika Waititi, as well as support from directors’ guilds, producers’ unions, and film and TV technical organizations.

Gordon-Levitt emphasized that this alliance is not just about Hollywood stars but also includes YouTubers, podcasters, newsletter authors, and other creators, as well as technical and production personnel supporting the industry. “As long as your work or profession could be replicated or replaced by AI, this issue concerns you.”

From Public Opinion to Legal Action, Creators Seek to Redefine AI Development Path

On the policy front, several US states have attempted legislation to regulate AI use and training methods, but these measures face challenges at the federal level. The Creators Coalition on AI does not rule out future legal action or legislative advocacy but positions itself as a long-term action platform. Through public pressure, industry dialogue, and collective action, it aims to push tech companies and content industries to renegotiate rules.

“Creators actually hold more power than you might think, as long as we stand together,” Gordon-Levitt said. “This movement won’t be solved overnight, but the alliance has entered the scene and is prepared for long-term engagement.” In the face of rapid commercialization of AI technology, this creator-led counterattack is attempting to set new boundaries for future content creation and technological coexistence.

Further Reading
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