The ad for the new iPad Pro, in which various objects representing human creativity are crushed and replaced by Apple’s new tablet, has raised the ire of several artists against artificial intelligence (AI), reports AFP.
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“The destruction of the human experience, thanks to Silicon Valley”, reacted the British actor Hugh Grant, on the X network (formerly Twitter).
Hugh Grant published this post in response to the message of Tim Cook, the head of Apple, who presented the company’s new tablets on Tuesday.
“Here’s the new iPad Pro: the thinnest product we’ve ever made, the most advanced screen we’ve ever made, with the incredible power of the M4 chip. Imagine all the things it will create” , Cook said.
Apple has spoken very little about AI and has not mentioned generative AI, but this technology – which makes it possible to produce a wide range of content (text, images, videos, music and more) at a simple request in plain language – is causing concern in among artists, writes Agerpres.
Hollywood actors and screenwriters have been on strike for several months, specifically demanding protection against generative AI.
In the Apple ad, a metronome, cans of paint, a piano, a jukebox, a mannequin, a globe, a sculpture, cameras, books and many other objects are slowly crushed by a giant hydraulic press.
It then lifts up to reveal, instead of musical instruments and other creative objects, an iPad Pro.
All to the sound of the nostalgic pop song “All I Ever Need is You” by Sonny & Cher.
“Who needs human life and all that makes it worth living? Immerse yourself in this digital simulacrum and give us your soul. Sincerely, Apple,” Ed Solomon wrote in an ironic message posted on X , screenwriter of “Men in Black”.
Numerous authors and artists have filed complaints against big players in this sector, such as OpenAI (ChatGPT), accusing them of stealing their works to train their generative AI models.
Reed Morano, who directed the first episodes of “The Handmaid’s Tale,” producer Cheo Hodari Coker (“Creed II,” “Luke Cage”) and actress and filmmaker Justine Bateman (“Family Ties,” “Desperate Housewives,” ” Californication”…) were also among those who reacted to the Apple ad.
In fact, Bateman shared a version of the ad, which runs in reverse, with the message “Tim Cook, someone corrected your ad”.
Apple did not immediately respond to a request from AFP.
