As AI Backlash Grows, Crunchyroll Is Pivoting Away From the Technology ASAP
Ever since the slew of AI-generated Studio Ghibli artwork hit the internet, talks of artificial intelligence being in the creative bracket of anime have skyrocketed. On one side, people believe that AI will take over jobs for writers and artists, erasing the stylistic touch humans bring, while the other side argues that it gives more time for freedom if a lot of the tedious taskwork is loaded onto an automated program to fill in the gaps. One place it won’t be in, however, is Crunchyroll‘s creative forefront.
In an article by Forbes, Crunchyroll’s President, Rahul Purini, explained the company’s decisions from doubling down in the anime market since the pandemic to the steps that it will take in the future going forward. He aims to expand the market in a way that makes anime more accessible for people with its subscription tiers and inclusivity, as evidenced by Solo Leveling’s incorporation.
AI Will Not Be Involved in Any Creative Process at Crunchyroll
Nor Will it be Used for Training off of Voice Actors
On the topic of AI, Purini was adamant in stating that any use of the technology would not go anywhere near the creative processes involved in making anime. While it may be used on the back-end of production, he clarifies that it’s only to enhance Crunchyroll’s personalization and content recommendation for users, so it’s better tailored for subscribers and those just entering the anime sphere. AI has already made major steps in the medium, with one new release having been made from approximately 95% AI-supported software, tackling the brunt of tedious framework for artists to focus on direction instead of composition.
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Purini also goes on to say that these protections extend to that of Crunchyroll’s voice actors. In the United States, there are ongoing strikes involving AI being trained off of VA’s voices in the hopes that they can be replicated and preserved for future projects, much to the protest of many in the industry afraid of losing their jobs.
“We consider them [voice actors] to be creators because they are contributing to the story and plot with their voice.”
While AI can serve a valuable purpose and has proven to streamline various work tasks, its place in the creative landscape is still receiving a lot of pushback. In an effort to maintain authenticity and clarity with its viewers, Crunchyroll is taking a firm stance against AI practice in favor of the creatives who work both on the animation front as well as the voice actors who breathe life into the characters many fans have come to admire.
