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As the CEO and Co-Founder of Soul Machines, one of the leading AI companies working to imagine the future of entertainment, I believe it’s incredibly important to acknowledge the potential risks that AI  could pose to the livelihoods of the incredibly talented people who are the lifeblood of the entertainment industry and culture at large.  At the same time, it is equally important that we consider the potential for positive change and new opportunities that AI can bring to these groups as well.

Without a doubt, we stand at the beginning of what will be an incredible period of innovation and change, but as we move forward, we must not lose sight of one of the most fundamentally important parts of what makes us human – storytelling. The way we approach this as an AI company begins and ends with the following question – how do we augment and amplify the way we tell stories to each other?

At Soul Machines, our AI technology is focused on how we can deepen engagement and connectivity between celebrities and fans across the globe through the creation of Digital Twins that can also amplify their relationships with brands, and create a lasting legacy. Most importantly, our technology is never used to replace actors and we partner directly with the world’s leading talent and their estates, including Carmelo Anthony, Mark Tuan, Jack Nicklaus, and Marilyn Monroe to ensure it is a true partnership that is approved by and benefits the artists we work with.

It is important that all parties approach this future and these many unknowns together by establishing ethical guidelines that become a true framework for ongoing communication and dialog. As we navigate these changes and explore these business opportunities, we must do so in unison– all with the aim of telling stories by humans for humans.

– Greg Cross, CEO, Soul Machines