PR in the Philippines

(SeaPRwire) –   Hollywood’s top stars and most influential studios are strongly pushing the idea that AI integration is unavoidable. Actors like Matthew McConaughey and Sandra Bullock claim we have almost no choice but to embrace this new technology; given that directors such as Steven Soderbergh and Darren Aronofsky have already woven generative AI into their filmmaking, their argument might seem valid. Still, those worried about other issues (like AI’s harmful effect on the environment, or our own cognitive awareness) aren’t ready to let tech fully replace the humans who’ve been making films for the past century. Some forms of AI do have utility, especially in tech-heavy fields like visual effects. But there are places AI should never be allowed—particularly if the user wants to win an Oscar.

Last week, the Academy of Motion Picture Arts and Sciences updated its guidelines and regulations for several categories. Among positive changes for international features (which will now be awarded to directors instead of the sponsoring country), the Academy has permanently banned AI-generated performances from Oscar eligibility. Only acting roles “credited in the film’s legal billing and demonstrably performed by humans with their consent” can be considered for awards like Best Actor or Best Supporting Actress. Sorry Tilly Norwood!

The Academy’s generative AI crackdown also feels like a direct response to the controversy around As Deep as the Grave. The upcoming indie film features an AI-generated recreation of the late Val Kilmer. The actor was cast in 2021 but couldn’t shoot any scenes due to his throat cancer battle. He passed away in 2025, but his likeness was revived via cutting-edge tech in partnership with Kilmer’s estate. “This is what Val wanted,” director Coerte Voorhees recently told Variety. Whether true or not, the film could be entirely barred from any Oscars campaign.

And that’s not the only category genAI is banned from: moving forward, only “human-authored” scripts are eligible for screenplay awards at the Oscars. The Academy reserves the right to ask for more context about a script’s creation and AI’s role in it, so there may be some flexibility here. What’s more, there are no rules yet barring genAI in categories like visual effects or sound—and likely for good reason.

Tech use in these fields is much murkier, and the Academy may need to refine its language. Still, it’s a relief to know the most vulnerable filmmaking areas are getting some protection against exploitation. Those determined to integrate AI into their productions can’t be stopped outright, but the Academy’s new rules ensure there’s no reward for cheating actors or writers.