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<ul><li>Chris Umé, the creator behind those <keyword id="11820244" type="UNKNOWN" weightage="20" keywordseo="tom-cruise-deepfake-videos">Tom Cruise deepfake videos</keyword> on TikTok has launched a company called Metaphysic.</li><li>The company uses deepfake technology to make ads where they show the younger self of people or even bring back the deceased.</li><li>Metaphysic also says that it believes in the ethical use of <keyword id="6458010" type="UNKNOWN" weightage="20" keywordseo="deepfake-videos">deepfake videos</keyword>, a technology that is regarded as highly dangerous.</li></ul>Remember those viral <a href="https://www.businessinsider.in/tech/news/the-tom-cruise-deepfakes-were-hard-to-create-but-less-sophisticated-shallowfakes-are-already-wreaking-havoc/articleshow/81864463.cms">deepfake Tom Cruise videos</a> on TikTok? The creator behind those videos has turned it into a profession by launching a company called Metaphysic to make hyperrealistic videos with AI. Chris Umé, a visual and AI effects artist based out of Bangkok, created <a href="https://www.businessinsider.in/politics/world/news/liars-dividend-the-more-we-learn-about-deepfakes-the-more-dangerous-they-become/articleshow/82052627.cms">deepfake videos</a> of Tom Cruise with the help of an actor and impersonator, Miles Fisher. The videos show Cruise doing things like playing golf, showing off a magic trick and even biting on a lollipop. These videos quickly garnered millions of views with multiple reuploads on different social media apps as well. The problem with deepfakes The idea behind deepfake videos is to make fake videos look realistic with the help of AI but this technology has mostly received negative criticism due to the dangerous possibilities it offers. There have been cases of deepfake technology used mostly in pornography to create non-consensual adult videos. There’s also the worry that deepfake could be used to manipulate elections by making fake videos of politicians. Deepfake videos still have a long way to go as most of the popular ones can be easily recognised as fake but the technology is evolving and it will only get better. Ethical use of deepfake videos Metaphysic however claims to be different by saying that this technology can actually be used for fun, and to highlight the possibilities of visual effects. Chris Ume joined hands with his brother Kevin Umé and London-based tech entrepreneur Tom Graham to launch Metaphysic. “Our mission is to expand the frontiers of human expression through the ethical application of AI and build a future where everyone can create deeply relevant and delightful content for the communities they care about,” reads the about section of Metaphysic. According to a <a href="https://edition.cnn.com/2021/08/06/tech/tom-cruise-deepfake-tiktok-company/">report</a> by CNN, the Metaphysic founders want to create deepfake videos that can “do everything from making older entertainers appear younger to creating video doubles of famous people that can be used to make commercials.” It’s also not about just making deepfake videos but actually making them look as realistic as possible. <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Some examples of the kind of work Metaphysic does include a Gillette razor campaign featuring the American athlete Deion Sanders but in a young 1989 look. The company also brought back two deceased Belgium Football team managers back to life in a campaign for the Belgian Football Association. Metaphysic is also taking an ethical approach for their work by making sure that they get official permission for the subjects they use. In case of the Tom Cruise deepfakes, they were created for fun and Umé did reach out to the Hollywood actor’s management team but did not get a response. He also said that he’s ready to take the videos down and even hand over the TikTok account if Cruise doesn’t approve of it. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/the-tom-cruise-deepfakes-were-hard-to-create-but-less-sophisticated-shallowfakes-are-already-wreaking-havoc/articleshow/81864463.cms" data-type="tilCustomLink">The Tom Cruise deepfakes were hard to create. But less sophisticated 'shallowfakes' are already wreaking havoc</a> <a href="https://www.businessinsider.in/politics/world/news/liars-dividend-the-more-we-learn-about-deepfakes-the-more-dangerous-they-become/articleshow/82052627.cms" data-type="tilCustomLink">'Liar's dividend': The more we learn about deepfakes, the more dangerous they become</a>

The guy who created Tom Cruise deepfake videos on TikTok now owns an AI company

<ul class="summary-list"><li>The convincing <a href="https://www.nytimes.com/2021/03/10/technology/ancestor-deepfake-tom-cruise.html">Tom Cruise deepfakes</a> that went viral last month took lots of skill to create.</li><li>But less sophisticated "shallowfakes" and other synthetic media are already creating havoc.</li><li><keyword id="265122" type="ORGANIZATION" weightage="60" keywordseo="DARPA">DARPA</keyword>'s <keyword id="6355999" type="UNKNOWN" weightage="60" keywordseo="ai">AI</keyword> experts mapped out how hard it would be to create these emerging types of fake media.</li></ul>The coiffed hair, the squint, the jaw clench, and even the signature cackle - it all looks and sounds virtually indistinguishable from the real <keyword id="1538" type="PERSON" weightage="60" keywordseo="tom-cruise">Tom Cruise</keyword>.But the uncanny lookalikes that went viral on TikTok last month under the handle <a href="https://www.tiktok.com/@deeptomcruise">@deeptomcruise</a> were <keyword id="6064676" type="PERSON" weightage="60" keywordseo="deepfakes">deepfakes</keyword>, a collaboration between Belgian visual-effects artist Chris Ume and Tom Cruise impersonator Miles Fisher.The content was entertaining and harmless, with the fake Cruise performing magic tricks, practicing his golf swing, and indulging in a Bubble Pop. Still, the videos - which have racked up an average of 5.6 million views each - reignited people's fears about the dangers of the most cutting-edge type of fake media. "Deepfakes seem to tap into a really visceral part of people's minds," Henry Ajder, a UK-based deepfakes expert, told Insider."When you watch that Tom Cruise deepfake, you don't need an analogy because you're seeing it with your own two eyes and you're being kind of fooled even though you know it's not real," he said. "Being fooled is a very intimate experience. And if someone is fooled by a deepfake, it makes them sit up and pay attention."Read more: <a href="https://www.businessinsider.com/what-is-deepfake">What is a deepfake? Everything you need to know about the AI-powered fake media</a>The good news: it's really hard to make such a convincing deepfake. It took Ume two months to train the AI-powered tool that generated the deepfakes, 24 hours to edit each minute-long video, and a talented human impersonator to mimic the hair, body shape, mannerisms, and voice, according to <a href="https://www.nytimes.com/2021/03/10/technology/ancestor-deepfake-tom-cruise.html">The New York Times</a>.The bad news: it won't be that hard for long, and major advances in the technology in recent years have unleashed a wave of apps and free tools that enable people with few skills or resources to create increasingly good deepfakes.Nina Schick, a deepfake expert and former advisor to Joe Biden, told Insider this "rapid commodification of the technology" is already is wreaking havoc."Are you just really concerned about the high-fidelity side of this? Absolutely not," Schick said, adding that working at the intersection of geopolitics and technology has taught her that "it doesn't have to be terribly sophisticated for it to be effective and do damage."The Defense Advanced Research Projects Agency (DARPA) is well aware of this diverse landscape, and its <a href="https://www.darpa.mil/program/media-forensics">Media Forensics</a> (MediFor) team is working alongside private sector researchers to develop tools that can detect manipulated media, including deepfakes as well cheapfakes and shallowfakes.As part of its research, DARPA's MediFor team mapped out different types of synthetic media - and the level of skill and resources an individual, group, or an adversarial country would need to create it.<div type="image" title="MediFor threat landscape.pptx" height="720" width="1280" msid="81864451" hostid="261"></div>Hollywood-level productions - like those in "<a href="https://www.businessinsider.com/star-wars-rogue-one-grand-moff-tarkin-cgi-2016-12">Star Wars: Rogue One</a>" or "<a href="https://www.insider.com/most-groundbreaking-cgi-movies-ever-created-2020-1#14-cats-used-digital-fur-technology-to-make-the-human-actors-appear-like-felines-1">The Irishman</a>" - require lots of resources and skill to create, even though they typically aren't AI-powered (though <a href="https://www.theverge.com/2020/6/29/21306889/disney-deepfake-face-swapping-research-megapixel-resolution-film-tv">Disney is experimenting with deepfakes</a>). On the other end of the scale, bad actors with little training have used simple video-editing techniques to make House Speaker <a href="https://www.businessinsider.com/nancy-pelosi-facebook-declines-to-remove-doctored-viral-video-2020-8">Nancy Pelosi appear drunk</a> and incite violence in <a href="https://www.technologyreview.com/2019/03/25/136460/deepfakes-shallowfakes-human-rights/">Ivory Coast, South Sudan, Kenya, and Burma</a>.Schick said the <a href="https://www.businessinsider.com/r-un-investigators-cite-facebook-role-in-myanmar-crisis-2018-3?r=ts-sub">Facebook-fueled genocide</a> against <a href="https://www.insider.com/myanmar-ordered-to-protect-rohingya-muslims-from-genocide-by-un-2020-1?utm_medium=social&amp;utm_campaign=sf-bi-main&amp;utm_source=facebook.com&amp;fbclid=IwAR3CL5iGZ1B1Rt4JStS_go7OLrAcJvFognJ70gg4pQqgQyD0Yx4b1FgeOqU0Yx4b1FgeOqU">Rohingya Muslims</a> also relied mostly on these so-called "cheapfakes" and "shallowfakes" - synthetic or manipulated media altered using less advanced, non-AI tools.But deepfakes aren't just being used to spread political misinformation, and experts told Insider ordinary people may have the most to lose if they become a target.Last month, a woman was arrested in Pennsylvania and charged with cyber harassment on suspicion of making <a href="https://www.insider.com/police-pa-mom-made-deepfake-videos-of-daughters-cheerleader-teammates-2021-3?r=ts-sub">deepfake videos of teen cheerleaders</a> naked and smoking, in an attempt to get them kicked off her daughter's squad."It's almost certain that we're going to see some kind of porn version of this app," Schick said. In a recent <a href="https://www.wired.co.uk/article/deepfakes-security">op-ed in Wired</a>, she and Ajder wrote about a bot <a href="https://twitter.com/HenryAjder/status/1318576481346457607">Ajder helped discover on Telegram</a> that turned 100,000 user-provided photos of women and underage children into deepfake porn - and how app developers need to take proactive steps to prevent this kind of abuse.Experts told Insider they're particularly concerned about these types of cases because the victims often lack the money and status to set the record straight."The celebrity porn [deepfakes] have already come out, but they have the resources to protect themselves ... the PR team, the legal team ... millions of supporters," Schick said. "What about everyone else?"As with most new technologies, from <a href="https://www.businessinsider.com/facial-recognition-racial-bias-federal-study-2019-12?r=ts-sub">facial recognition</a> to <a href="https://www.businessinsider.com/the-worst-social-networks-for-harassment-against-women-2016-?r=ts-sub">social media</a> to <a href="https://www.businessinsider.com/digital-gap-covid-19-vaccine-roll-out-will-cost-lives-2021-2?r=ts-sub">COVID-19 vaccines,</a> women, people of color, and other historically marginalized groups tend to be disproportionately the victims of abuse and bias stemming from their use.To counter the threat posed by deepfakes, experts say society needs a multipronged approach that includes government regulation, proactive steps by technology and social media companies, and public education about how to think critically and navigate our constantly evolving information ecosystem.

The Tom Cruise deepfakes were hard to create. But less sophisticated 'shallowfakes' are already wreaking havoc

<ul class="summary-list"><li>TikTok ran an ad featuring a deepfake of MrBeast offering iPhone 15 Pros for $2.</li><li>As AI tech becomes more accessible, it will bring a slew of new challenges for ad-based platforms.</li></ul>TikTok ran an advertisement featuring an AI-generated deepfake version of MrBeast claiming to give out iPhone 15s for $2 as part of a 10,000 phone giveaway.The sponsored video, which Insider viewed on the app on Monday, looked official as it included MrBeast's logo and a blue check mark next to his name. But to internet-savvy users, the fingerprints of AI manipulation were clear. The YouTuber's voice sounded distorted and his mouth movements appeared uncanny."Only boomers would fall for this shit," one user commented on the ad."Wow! TikTok you're so good at moderating ads," another added.MrBeast, whose real name is Jimmy Donaldson, confirmed that the ad wasn't genuine in a <a target="_blank" href="https://twitter.com/MrBeast/status/1709046466629554577">social-media post</a>."Lots of people are getting this deepfake scam ad of me… are social media platforms ready to handle the rise of AI deepfakes? This is a serious problem," he wrote.When asked for comment, a TikTok spokesperson said the company removed the ad within a few hours of its posting and took down the account associated with it for policy violations.On its ads policy page, TikTok said it prohibits "synthetic media that contains the likeness (visual or audio) of a real person." The company also blocks ads that include trademark infringements and other misuse of intellectual property. "Advertisers are responsible for ensuring that any synthetic media which contains a public figure has consent from the public figure to be used in an ad in this way," the company wrote.A representative for MrBeast declined to comment.Unauthorized AI-generated content featuring celebrities has become increasingly common in the world of platform advertising. Two days ago, Tom Hanks <a target="_blank" href="https://www.instagram.com/p/Cx2MsH9rt7q/?hl=en">posted a warning</a> to fans about a promotional video hawking a dental plan that featured an unapproved AI version of himself. Elon Musk and Leo DiCaprio have run into <a target="_blank" href="https://www.wsj.com/articles/deepfakes-of-celebrities-have-begun-appearing-in-ads-with-or-without-their-permission-11666692003">similar challenges</a>.The problem is likely to get worse as AI technology improves and becomes more widely available."Realism, efficiency, and accessibility or democratization means that now this is essentially in the hands of everyday people," Henry Ajder, an academic researcher and expert in generative AI and deepfakes, told Insider. "It really is a quite profound moment and this really is the tip of the iceberg."Not all AI-generated ad content featuring celebrities is inherently bad, as a recent campaign coordinated between <a target="_blank" href="https://www.messimessages.com/us/index.html">Lionel Messi and Lay's</a> demonstrates. The key is transparency."If someone releases an AI-generated advert without disclosure, even if it's perfectly benign, I still think that should be labeled and should be positioned to an audience in the way that they can understand," Ajder said.TikTok is aware that AI-generated content has become pervasive on its platform, as <a target="_blank" href="https://www.businessinsider.com/deepfakes-shallowfakes-cheapfakes-tom-cruise-darpa-medifor-synthetic-media-2021-4">deepfake versions of Tom Cruise</a>, <a target="_blank" href="https://www.businessinsider.com/voice-ai-audio-joe-biden-donald-trump-tiktok-2023-3">President Biden, and former President Trump</a> have gone viral, and AI-generated songs tied to artists like <a target="_blank" href="https://www.businessinsider.com/drake-ai-music-clone-easy-tiktok-2023-5">Drake</a> have become commonplace.Last month, the company released a new tool to help creators label AI content and said it would start testing ways to label AI-generated content automatically."AI enables incredible creative opportunities, but can potentially confuse or mislead viewers if they're not aware content was generated or edited with AI," the company <a target="_blank" href="https://newsroom.tiktok.com/en-us/new-labels-for-disclosing-ai-generated-content">wrote</a>.

MrBeast called out TikTok for allowing a deepfake version of him hawking $2 iPhones to run wild on the app: 'This is a serious problem'

<ul class="summary-list"><li>Researchers built a tool for detecting <keyword id="7065261" type="UNKNOWN" weightage="60" keywordseo="deepfake">deepfake</keyword> images of people that they said was 94% effective.</li><li>The tool looked at reflections in both of a person's eyes to figure out if the image was fake.</li><li>Deepfaked images were more likely to have unmatched reflections, researchers found.</li></ul>Researchers at the University of Buffalo have invented an ingenious new tool for spotting super-realistic "deepfake" images of people.In a research <a href="https://arxiv.org/pdf/2009.11924.pdf">paper</a> spotted by <a href="https://thenextweb.com/neural/2021/03/11/ai-detects-deepfakes-analyzing-light-reflections-in-the-cornea-eyes-gans-thispersondoesnotexist/">The Next Web</a>, researchers detailed how they built a method for spotting when a picture of a person has been generated by deepfake technology by looking closely at the eyes in the image.The researchers found that in real photos of people, reflections in a person's corneas tended to be identical. In deepfaked images, however, the reflections were often different. When testing their tech out on deepfake-generated faces, the researchers found it was 94% effective. There were limitations - the tool was less effective on pictures that weren't in portrait, as these photos are less likely to have visible reflections in people's eyes, researchers said.<a href="https://www.businessinsider.com/what-is-deepfake">Deepfake images</a> are pictures that have been digitally doctored or generated using a kind of <keyword id="6355999" type="UNKNOWN" weightage="60" keywordseo="ai">AI</keyword> technology called generative adversarial networks - or GANs. Deepfake software can be used to alter videos or images to replace a person's face with somebody else's. Read more: <a href="https://www.businessinsider.com/clubhouse-is-flooded-with-nft-rooms-and-lots-of-misinformation-2021-3">Clubhouse is at the heart of a revolution over 'non-fungible tokens.' And it's led to a 'buyer beware' situation.</a>Recently, a Tom Cruise impersonator on video-sharing app TikTok <a href="https://www.theverge.com/22303756/tiktok-tom-cruise-impersonator-deepfake">used deepfake tech to make eerily convincing videos</a> as the "Mission: Impossible" actor. Deepfake tech can also be used to fabricate human faces out of thin air. In 2019 the website <a href="https://thispersondoesnotexist.com/">ThisPersonDoesNotExist.com</a> illustrated how <a href="https://www.businessinsider.com/deepfake-tech-create-fictitious-faces-cats-airbnb-listings-2019-2">GANs can be used to generate realistic human faces</a>.Many deepfake-generated images are visibly fake, but demand has increased for automated methods of detecting them as they grow more and more sophisticated.Companies including <a href="https://www.businessinsider.com/microsoft-launches-deepfake-detection-tech-ahead-of-the-2020-election-2020-9">Microsoft</a> have launched deepfake-detection technologies.

Scientists have invented a tool to spot deepfakes by looking at the reflections in a person's eyes, and they claim it's 94% effective

<ul class="summary-list"><li><keyword id="10911842" type="UNKNOWN" weightage="60" keywordseo="wombo-ai">Wombo.ai</keyword> allows users to transform any image into a singing face.</li><li>CEO Ben-Zion Benkhin transitioned from making websites to creating faces with artificial intelligence.</li><li>The <keyword id="235499" type="ORGANIZATION" weightage="60" keywordseo="APP">app</keyword> has already been downloaded over two million since launching two weeks ago.</li></ul>Over the past two weeks, the Wombo.Ai app has spread across social media, creating deepfake copies of figures like <a href="https://twitter.com/HeyBen10_/status/1369794662769303558">Kim Jong-Un</a> or the <a href="https://twitter.com/NighbosSife/status/1369661011410771973">Mona Lisa</a> lip-syncing to a selection of meme songs. Using artificial intelligence to transform any picture into a singing video, the app has soared up the iOS and <keyword id="1470391" type="ORGANIZATION" weightage="60" keywordseo="Play-Store">Play Store</keyword> charts with over 2.2 million downloads and 15 million Wombo videos created."One can get in front of a camera and sing a song and do a funny or interesting or entertaining performance, but with AI, anyone can," CEO of Wombo.ai Ben-Zion Benkhin told Insider. "My whole goal with Wombo is to make it easy for anyone to make a hilarious, shareable, and entertaining piece of content of themselves."Benkhin spent the previous five years running a website design agency in Toronto before taking the leap and designing an app of his very own. He first got the idea for Wombo in August of last year, capitalizing on his affinity and love for artificial intelligence technology. With just seven people on staff, Wombo.Ai rolled out a beta in January before launching and immediately picking up steam with its odd creations. <h2>How does Wombo.ai work?</h2>Behind each song is a driving video that the developers make in their studio using motion capture. A performer executes a series of facial, eye, and lip movements along with the song. That motion is applied to a model that is then mapped with the images users submit. Using some "complicated math" that Benkhin does not "have the exact technical description of" the app processes the image and spits out a cute video or an abomination of cursed excellence. The app allows anyone to use any image, with a majority of the popular shares using copyrighted characters and songs. As of now, copyright holders haven't caused issues with the app, but Benkhin said "who the hell knows what's going to happen?" There are currently 15 different tracks you can use on the app, ranging from Rick Astley's "Never Gonna Give You Up" to internet classics like "Numa Numa." According to Benkhin, they are still working on "the rights issue" but they do have "arrangements with a few different artists." Moving ahead, Benkhin hopes that musicians will want to bring their music over to the "because it'll give them an entirely new way to engage with their audience in a viral and funny way." <h2>Is Wombo.ai safe?</h2>According to the <a href="https://www.wombo.ai/privacy">app's privacy policy</a>, your "facial feature data" is only stored on the app to create the video and then "deleted immediately after." Data is relayed over to Amazon Web Services for "photo animation capabilities" and "product intelligence" for "behavioral analytics platform" Amplitude. Users can pay for a premium version of the app for $4.49 a month or $29.99 a year, giving them faster processing and no ads, or can use the app for free and get served ads. In the future, Wombo hopes to collaborate with musicians or advertisers who can benefit from the cross promotion. Wombo uses artificial intelligence to create a deepfake, or a reconfigured video close to reality. Deepfake technology has improved drastically over the years and has become accessible to regular people, albeit in a limited capacity.<a href="https://www.myheritage.com/deep-nostalgia"> MyHeritage,</a> an ancestry tracking service, released their Deep Nostalgia tool that allows users to animate pictures of deceased relatives and a visual effect artist went viral with a <a href="https://www.tiktok.com/@deeptomcruise/video/6936178521114938630?is_copy_url=1&amp;is_from_webapp=v3p=v3">faux Tom Cruise</a>. "These deepfakes aren't going anywhere anytime soon," Benkhin notes. "Over time the public is going to warm up to it...I think we're only beginning to explore the applications of this technology." A deepfake can potentially cause harm, with unaware onlookers potentially confusing realstic enough looking fakes for the real thing. According to Benkhin, Wombo avoids that issue in two ways: the app creates an image that "looks realistic but doesn't look real" and the limited selection of songs only makes it so "the worst thing you can do is make someone sing." The future of Wombo is dependent on if the app can use this viral momentum to pivot from a gimmick or fad into something internet users consistently use. There are social plans for the app that will allow users to create custom profiles and share their faces with friends that can then be transformed. "It'll be a place to enjoy and discover new music," Benkhin said. "And overall, it'll be the app you go to when you want to laugh and smile."

Wombo.ai lets users make silly deepfake videos of their friends or celebrities singing songs

<ul class="summary-list"><li>"The Fall Guy" director David Leitch and producer Kelly McCormick are a Hollywood power couple behind the scenes.</li><li>The ex-stuntman and producer related to the story, about a stuntman working with his former flame.</li></ul>David Leitch and his wife and producing partner Kelly McCormick aren't household names, but the action movies they've made over the last five-plus years certainly are.With films like "Deadpool 2," "Fast &amp; Furious Presents: Hobbs &amp; Shaw," and "Bullet Train" earning them hundreds of millions at the box office, the duo has become a powerful couple behind the scenes in Hollywood.Their latest film, <a target="_blank" href="https://www.businessinsider.com/the-fall-guy-summer-movie-season-blockbuster-marvel-superhero-fatigue-2024-5">"The Fall Guy," looks to continue that streak of success</a>. In many ways, it's also their most personal project to date.A reimagining of the hit 1980s TV show starring Lee Majors as a Hollywood stunt performer who moonlights as a bounty hunter, the film is an invigorating combination of action, suspense, and romance, as stuntman Colt Seavers (Ryan Gosling) must track down the missing movie star he's doubling for while contending with an old flame, the film's director Jody Moreno (Emily Blunt) — and their still-crackling chemistry.For director Leitch and producer McCormick, the premise hit close to home. A former stuntman who's <a target="_blank" href="https://www.businessinsider.com/bullet-train-david-leitch-stuntman-action-director-interview-2022-7">doubled for Brad Pitt and defied gravity in "The Matrix," Leitch</a> is deeply familiar with the world of stunt performing, not to mention workplace relationships in Hollywood: He and McCormick met around 2011 when she became his manager helping him move from the world of stunt coordinating to directing."It's honestly very refreshing," Leitch told Business Insider alongside his wife, "to be able to direct something from such a place of —" he paused to find the right word, but McCormack beat him to it: "Connection."Below, Leitch and McCormick discuss how their relationship inspired Gosling and Blunt's on-screen chemistry, why a Kiss song became the glue of the movie, and why deepfakes are scary in the wrong hands.<h2>'The Fall Guy' evolved from film noir to action rom-com</h2><div type="image" title="Ryan Gosling in sunglasses and dirty" height="1535" width="2300" msid="109818246" hostid="261"></div>"The Fall Guy" movie adaptation had been bouncing around Hollywood for decades, with everyone from Nicolas Cage to Dwayne "The Rock" Johnson <a target="_blank" href="https://www.hollywoodreporter.com/movies/movie-news/toronto-dwayne-johnson-mcg-tackle-622431/">attached to star</a>. When it finally got into McCormick's hands a few years ago, she knew instantly it would be perfect for her husband."I saw it as a legacy title for David with his stunt background," she said.The duo thought they had the perfect angle: making it a noir. With Ryan Gosling already interested in playing the lead, the three pitched it to Universal, who loved the trio together for the IP but weren't into the film noir part."We got back notes that it needed a little bit more," McCormick said. "It wasn't very funny and we all leaned toward making it more fun and bigger and more commercial."Suddenly, the movie became an action rom-com, something that solidified once Blunt signed on to play Jody, Colt's old flame. "Once Emily came on board, the love story grew and became a key plot point," Leitch said.From there, the fun began, with Leitch and McCormick plugging elements of themselves and their story as a couple into the characters. "A lot of the truth is stranger than fiction; people have romances on sets and fall in love," Leitch said.Gosling and Blunt took it from there, marking up the script daily with new ideas and tweaks, which often led to memorable moments that made it into the final cut."I remember the opening oner, where Colt does the free fall stunt, the 'imagine that' line that Ryan and Emily say back and forth to each other — we came up with that line that morning," McCormick said. "That 'imagine that' line turned out to be a callback to the characters through the movie, but that was a last-second addition."<h2>No one wanted the Kiss song "I Was Made for Lovin' You" in the movie — except Leitch</h2>David Leitch movies are known for combining action sequences with perfectly placed needle drops — so much so that Leitch said he usually writes the songs he wants to be featured into the script.For "The Fall Guy," he was intent on using the hit 1979 Kiss track "'I Was Made for Lovin' You" in a key scene. Including the song became Leitch's obsession: He even wanted Colt and Jody to wear Kiss tour shirts as an indicator of having the same taste, and he wanted the song featured throughout the movie.The problem? No one was into his idea."I rejected that right away," McCormick said. "And then Ryan was like, 'Yeah, that doesn't really feel like us.' And then Emily rejected it. So Kiss started to disappear from the project. But then, when David was in post, no other song worked but 'I Was Made for Lovin' You.' It was so funny because David, honestly, manipulated all of us the whole time."Leitch noted that he did try other songs for the scene before finally going back to his original idea. He even went as far as rerecording the track with the UK singer Yungblud, making a ballad version and an orchestra version, all of which are featured in the movie along with the original Kiss track.McCormick still can't believe he pulled it off."I'm also his wife, so I was like, is your manipulation that deep that though we all said no, it's literally the only thing that works? How is that possible?""I was a little creeped out," she jokingly added.<h2>The movie's use of deepfakes highlights the dangers of powerful technology in the wrong hands</h2><div type="image" title="David Leitch directing Ryan Gosling in the hood of a truck" height="1178" width="1571" msid="109818250" hostid="261"></div>Last summer, Tom Cruise's nemesis in "Mission: Impossible — Dead Reckoning" was AI. This summer, Ryan Gosling goes up against deepfakes.In "The Fall Guy," Gosling's Colt must clear his name after footage appears to implicate him in the death of another stuntman. In reality, it wasn't him — the villain digitally manipulated the footage of the culprit, placing Colt's head on their body. This is known as a deepfake.Leitch and McCormick said they didn't want this plot twist to be heavy-handed, but they did want to highlight the dangers of powerful technology when it's placed in the wrong hands."We don't want to be scared of it," McCormick said, noting that it's common practice for Hollywood to use CGI to de-age and otherwise digitally manipulate its stars' likenesses."When people are taking the image and using it without consent is when it gets scary," Leitch added. "And that's where we need to regulate. That's what everyone is worried about."<h2>The Taylor Swift song "All Too Well" wasn't originally in the movie</h2><div type="image" title="Ryan Gosling adjusting Emily Blunt's hat" height="962" width="1283" msid="109818252" hostid="261"></div>When Colt is at a low point in the movie, he jumps in a car and blasts the Taylor Swift song "All Too Well." But it turns out that wasn't the song Gosling was listening to while filming the scene."On the night we were playing Harry Nilsson's 'I Can't Live If Living Is Without You' as the mood music," Leitch said.It wasn't until post-production that McCormick suggested trying <a target="_blank" href="https://www.businessinsider.com/taylor-swift-best-breakup-songs-2023-4">Swift's most epic breakup anthem</a> for the scene."The Harry song felt a little too over the top," she said. "Taylor's was just perfect. It's hard to put her music in a movie because her songs are a story, then you're telling a story on top of that. That's hard to do. But it's so evocative; it was the perfect vibe, nothing else fit once we tried it.""The Fall Guy" is in theaters now.

How an ex-stuntman and his wife created summer movie season's first big blockbuster

<ul class="summary-list"><li>Hollywood actors want to get paid for work done by their AI "digital doubles."</li><li>SAG-AFTRA starts negotiations this week for a new contract with Hollywood studios, and AI is a hot topic.</li></ul>Hollywood is gearing up for another union battle this week, and a big topic will be how actors are paid for work done by their "digital doubles" created using artificial intelligence."The rapid advances in generative AI technology over the last 18 months has been something we have been observing in real time [and] it's already affecting our members," Duncan Crabtree-Ireland, chief negotiator at the SAG-AFTRA actors' union, <a href="https://www.ft.com/content/ffa4e333-b691-4964-ada1-20bf6ce60396" target="_blank" rel="noopener">told the Financial Times</a>.AI has been a key concern in the current round of <a href="https://www.businessinsider.com/what-hollywood-writers-wga-strike-means-for-tv-shows-movies">contract negotiations</a> between the Alliance of Motion Picture and Television Producers (AMPTP) — which represents Hollywood entertainment companies — and the directors' and <a href="https://www.businessinsider.com/hollywood-writers-are-striking-over-pay-stopping-production-on-shows-2023-5">writers' guilds</a>, but for actors it might be even more vital because <a href="https://www.businessinsider.com/ai-startups-netflix-marvel-lucasfilm-holllywood-deepfake-dubbing-vc-funding-2023-3">the AI future is already here</a>. Convincing deepfakes of Keanu Reeves and Tom Cruise have popped up on TikTok, de-aging technology has become standard on projects like the upcoming "Indiana Jones" sequel with Harrison Ford, and <a href="https://www.vanityfair.com/hollywood/2022/09/darth-vaders-voice-emanated-from-war-torn-ukraine" target="_blank" rel="noopener">James Earl Jones even allowed his voice to be recreated by AI</a> so his iconic rendition of Darth Vader could live on in perpetuity.Actors want to ensure they are paid appropriately for work by their "digital doubles" and are able to give "informed consent" about how those doubles will be used, Crabtree-Ireland told the FT. "The performer's name, likeness, voice, persona — those are the performer's stock and trade," <a href="https://www.reuters.com/world/us/digital-doubles-fake-trailers-ai-worries-hollywood-actors-before-labor-talks-2023-06-01/" target="_blank" rel="noopener">Crabtree-Ireland told Reuters</a>. "It's really not fair for companies to attempt to take advantage of that and not fairly compensate performers when they're using their persona in that way."SAG-AFTRA reps will meet with AMPTP negotiaotors on Wednesday to begin contract talks.While <a href="https://www.businessinsider.com/hollywood-writers-strike-wga-picket-lines-streamers-studios-netflix-disney-2023-5">Hollywood writers are still on strike</a>, the Directors Guild of America on Saturday reached a tentative agreement with the studios, part of which touched on AI. There was "agreement confirming that AI is not a person and that generative AI cannot replace the duties performed by members," <a href="https://variety.com/2023/film/news/directors-guild-of-america-tentative-labor-settlement-1235632372/" target="_blank" rel="noopener">Variety reported</a>.But the actors will be seeking more than that. Crabtree-Ireland told the FT that the starting point for negotiations would be getting union-scale payments for work using digital doubles.And while the use of AI might scare some actors, others in Hollywood are embracing the potential paydays the tech could bring."Actors . . . could end up being in multiple places at once because these tools could help them execute different projects at different stages," Hilary Krane, chief legal officer at CAA, <a href="https://www.ft.com/content/ffa4e333-b691-4964-ada1-20bf6ce60396" target="_blank" rel="noopener">told the FT</a>.

Hollywood's next big fight is over how actors will get paid for work by their AI 'digital doubles'

<ul class="summary-list"><li>Tech is disrupting all areas of media and entertainment, and investors are rushing to cash in.</li><li>Startups are attracting millions in investments to change how content is made, distributed, and more.</li></ul>Technology is upending all facets of media and entertainment. New startups are raising capital to jump on audiences' shift to streaming, change hidebound production practices, and more.Business Insider talked with founders about the pitches they used to raise millions and innovate in content creation and distribution. Investors have particularly chased <a href="https://www.businessinsider.com/ai-startups-netflix-marvel-lucasfilm-holllywood-deepfake-dubbing-vc-funding-2023-3">AI startups</a> like Runway, which promises to reduce the cost and time it takes to create special effects like de-aging and film restoration; and <a href="https://www.businessinsider.com/pitch-deck-ai-startup-papercup-help-media-entertainment-translation-global-2023-5?r=entertainment-pitch-decks-lp">Papercup</a>, an AI-based translation company."There's a lot of friction in making content," Peter Cioni previously said of his and his brother Michael's <a href="https://www.businessinsider.com/pitch-deck-ai-startup-strada-raised-2m-streamline-content-creation-2023-9">AI platform, Strada, </a>which streamlines production processes. "We want to ease that."There's <a href="https://www.businessinsider.com/canela-media-pitch-deck-example-latino-focused-streaming-service-2022-2?r=entertainment-pitch-decks-lp">Canela Media</a>, which raised $32 million to build a streaming home for Latinos, believing the audience wasn't well served by mainstream streamers. "I kept reading about the streaming wars," cofounder Isabel Rafferty previously told BI. "But I'm a Latina and my options are very limited."<a href="https://www.businessinsider.com/legion-m-production-startup-fans-invest-paul-scanlan-jeff-annison-2022-11?r=entertainment-pitch-decks-lp">Legion M</a> took an unconventional approach to fundraising. The production startup crowdsourced funding from ordinary people, who will then get a chance to help decide what projects the company pursues. The company called its app that lets users influence the development process a "fantasy football for film buffs." Check out the 23 examples below to learn more about how these and other founders have sold their vision (arranged in alphabetical order):<ul><li><a href="https://www.businessinsider.com/pitch-deck-mark-cuban-backed-gaming-creator-startup-allstar-2023-12?r=entertainment-pitch-decks-lp">Allstar, a startup that helps gamers become creators: $12 million Series A</a></li><li><a href="https://www.businessinsider.com/friday-beers-raises-6-million-rebrands-almost-friday-pitch-deck-2022-3?r=entertainment-pitch-decks-lp">Almost Friday Media, formerly Friday Beers, a digital media company: $6 million seed</a></li><li><a href="https://www.businessinsider.com/real-pitch-deck-amagi-used-to-raise-95-million-2022-3?r=entertainment-pitch-decks-lp">Amagi, a media tech firm for streaming channels: $95 million</a></li><li><a href="https://www.businessinsider.com/canela-media-pitch-deck-example-latino-focused-streaming-service-2022-2?r=entertainment-pitch-decks-lp">Canela Media, a Latino-focused streaming startup: $32 million Series A</a></li><li><a href="https://www.businessinsider.com/adrian-grenier-earth-speed-media-production-entourage-texas-ranch-kintsugi-2023-1?r=entertainment-pitch-decks-lp">Earth Speed Media, a media company launched by "Entourage" star Adrian Grenier: $150,000 in pre-seed</a></li><li><a href="https://www.businessinsider.com/pitch-deck-josh-flagg-million-dollar-listing-real-estate-media-startup-2023-9?r=entertainment-pitch-decks-lp">Estate Media, a media platform cofounded by "Million Dollar Listing" star Josh Flagg: $1.7 million</a></li><li><a href="https://www.businessinsider.com/pitch-deck-filmhedge-fintech-hollywood-jon-gosier-financing-movies-tv-2023-4?r=entertainment-pitch-decks-lp">FilmHedge, a fintech company that helps new movies and TV series get made: $5 million</a></li><li><a href="https://www.businessinsider.com/legion-m-production-startup-fans-invest-paul-scanlan-jeff-annison-2022-11?r=entertainment-pitch-decks-lp">Legion M, a startup film production company: 15 slides</a></li><li><a href="https://www.businessinsider.com/pitch-deck-lost-in-raised-seed-round-travel-media-2024-6?r=entertainment-pitch-decks-lp">Lost iN, a creator-focused travel media startup: $4 million</a></li><li><a href="https://www.businessinsider.com/metaphysic-startup-behind-tom-cruise-deepfake-raises-75-million-2022-1?r=entertainment-pitch-decks-lp">Metaphysic, an AI startup behind the viral Tom Cruise deepfake: $7.5 million</a></li><li><a href="https://www.businessinsider.com/pitch-deck-ai-startup-neosapience-raised-21-million-hollywood-2023-4?r=entertainment-pitch-decks-lp">Neosapience, an AI startup: $21.5 million Series B</a></li><li><a href="https://www.businessinsider.com/overtime-deck-how-it-reaches-sports-fans-raised-80-million-2021-4?r=entertainment-pitch-decks-lp">Overtime, the sports-media startup for Gen Z: $80 million</a></li><li><a href="https://www.businessinsider.com/paper-live-edtech-disney-creator-streaming-service-like-peloton-kids-2022-11?r=entertainment-pitch-decks-lp">Paper, an edtech startup behind a kids' streaming service: $270 million Series D</a></li><li><a href="https://www.businessinsider.com/pitch-deck-ai-startup-papercup-help-media-entertainment-translation-global-2023-5?r=entertainment-pitch-decks-lp">Papercup, an AI dubbing company: $20 million Series A</a></li><li><a href="https://www.businessinsider.com/pitch-deck-rebel-girls-8-million-empowerment-books-tv-film-2023-4?r=entertainment-pitch-decks-lp">Rebel Girls, an empowerment-focused media company: $8 million Series A</a></li><li><a href="https://www.businessinsider.com/pitch-deck-event-marketing-startup-recess-raised-5m-series-a-2022-11?r=entertainment-pitch-decks-lp">Recess, a live events startup: $5 million Series A</a></li><li><a href="https://www.businessinsider.com/latino-media-company-sonoro-plans-to-turn-audio-into-tv-2024-2?r=entertainment-pitch-decks-lp">Sonoro, a Latino-focused media company: $12.5 million</a></li><li><a href="https://www.businessinsider.com/pitch-deck-raised-1-million-stagetime-linkedin-performing-artists-2021-11?r=entertainment-pitch-decks-lp">Stagetime, a LinkedIn for performing artists: $1.5 million Series A</a></li><li><a href="https://www.businessinsider.com/pitch-deck-storyco-blockchain-immersive-storytelling-nft-raised-6-million-2023-1?r=entertainment-pitch-decks-lp">StoryCo, a blockchain-based platform that links Hollywood creatives to fans: $6 million seed</a></li><li><a href="https://www.businessinsider.com/pitch-deck-ai-startup-strada-raised-2m-streamline-content-creation-2023-9?r=entertainment-pitch-decks-lp">Strada, an AI startup to streamline content creation: $2 million</a></li><li><a href="https://www.businessinsider.com/pitch-deck-free-ad-supported-tv-startup-telly-fundraise-vaynerchuk-2023-5?r=entertainment-pitch-decks-lp">Telly, an ad-supported TV startup from Pluto's cofounder: Seed round</a></li><li><a href="https://www.businessinsider.com/toonstar-mila-kunis-gimmicks-animated-nft-series-blockchain-2022-3?r=entertainment-pitch-decks-lp">Toonstar, an animation studio: $4 million</a></li><li><a href="https://www.businessinsider.com/read-pitch-deck-tv-show-ultimate-beastmaster-netflix-2022-5?r=entertainment-pitch-decks-lp">"Ultimate Beastmaster," Netflix's first reality show: 37-page deck</a><a href="https://www.businessinsider.com/pitch-deck-rebel-girls-8-million-empowerment-books-tv-film-2023-4?r=entertainment-pitch-decks-lp"></a></li></ul>

Read the pitch decks from media and entertainment startups that have raised millions to disrupt Hollywood

<ul class="summary-list"><li>Tech is disrupting all areas of media and entertainment, and investors are rushing to cash in.</li><li>Startups are attracting millions in investments to change how content is made, distributed, and more.</li></ul>Technology is upending all facets of media and entertainment. New startups are raising capital to jump on audiences' shift to streaming, change hidebound production practices, and more.Insider talked with founders about the pitches they used to raise millions and innovate in content creation and distribution. There's <a href="https://www.businessinsider.com/canela-media-pitch-deck-example-latino-focused-streaming-service-2022-2?r=entertainment-pitch-decks-lp">Canela Media</a>, which raised $32 million to build a streaming home for Latinos, believing the audience wasn't well served by mainstream streamers. "I kept reading about the streaming wars," cofounder Isabel Rafferty told Insider. "But I'm a Latina and my options are very limited."<a href="https://www.businessinsider.com/toonstar-mila-kunis-gimmicks-animated-nft-series-blockchain-2022-3?r=entertainment-pitch-decks-lp">Animation company Toonstar</a>, which specializes in making quick-turnaround shows, got backing from actor and producer Mila Kunis for a new NFT series."There's a lot of development that I think is just like the Wild West, early days," cofounder John Attanasio said of Web3 entertainment. "But there's a lot of development from a tech standpoint that can create all sorts of utility and these crazy interactive experiences, that we're just kind of scratching the surface of."<a href="https://www.businessinsider.com/legion-m-production-startup-fans-invest-paul-scanlan-jeff-annison-2022-11?r=entertainment-pitch-decks-lp">Legion M</a> is taking an unconventional approach to fundraising. The production startup is crowdsourcing its funding from ordinary people, who will then get a chance to help decide what projects the company pursues. The company calls its app that lets users influence the development process a "fantasy football for film buffs." Check out the examples below to learn more about how these and other founders have sold their vision.<ul><li><a href="https://www.businessinsider.com/pitch-deck-free-ad-supported-tv-startup-telly-fundraise-vaynerchuk-2023-5?r=entertainment-pitch-decks-lp">Read the 18-page pitch deck Pluto TV's cofounder used to raise funds for his free, ad-supported TV startup, Telly</a></li><li><a href="https://www.businessinsider.com/pitch-deck-ai-startup-papercup-help-media-entertainment-translation-global-2023-5?r=entertainment-pitch-decks-lp">Check out the pitch deck that the AI startup Papercup used to raise $20 million and help media and entertainment companies reach new global audiences</a></li><li><a href="https://www.businessinsider.com/pitch-deck-rebel-girls-8-million-empowerment-books-tv-film-2023-4?r=entertainment-pitch-decks-lp">Check out the 16-slide deck Rebel Girls used to raise $8 million to expand its empowerment-focused storytelling to TV, film, and more</a></li><li><a href="https://www.businessinsider.com/pitch-deck-filmhedge-fintech-hollywood-jon-gosier-financing-movies-tv-2023-4?r=entertainment-pitch-decks-lp">Check out the 18-page pitch deck that Hollywood-focused fintech FilmHedge used to raise tens of millions and help hot new movies and TV series get made</a></li><li><a href="https://www.businessinsider.com/pitch-deck-ai-startup-neosapience-raised-21-million-hollywood-2023-4?r=entertainment-pitch-decks-lp">Read the pitch deck AI startup Neosapience used to raise $21.5 million to expand to Hollywood, where a former Warner Bros. Discovery exec is leading its US push</a></li><li><a href="https://www.businessinsider.com/adrian-grenier-earth-speed-media-production-entourage-texas-ranch-kintsugi-2023-1?r=entertainment-pitch-decks-lp">Read the pitch deck that helped 'Entourage' star Adrian Grenier launch a media company focused on sustainable living </a></li><li><a href="https://www.businessinsider.com/paper-live-edtech-disney-creator-streaming-service-like-peloton-kids-2022-11?r=entertainment-pitch-decks-lp">Read 6 key slides from the pitch deck for Paper, an edtech startup that recruited a Disney creator to launch a kids' streaming service</a></li><li><a href="https://www.businessinsider.com/read-pitch-deck-tv-show-ultimate-beastmaster-netflix-2022-5?r=entertainment-pitch-decks-lp">Read the pitch deck that sold Netflix on 'Ultimate Beastmaster,' the streamer's first reality show</a></li><li><a href="https://www.businessinsider.com/legion-m-production-startup-fans-invest-paul-scanlan-jeff-annison-2022-11?r=entertainment-pitch-decks-lp">Read the pitch deck for a startup that's aiming to disrupt film production in Hollywood with an app that's 'like fantasy football for film buffs'</a></li><li><a href="https://www.businessinsider.com/pitch-deck-event-marketing-startup-recess-raised-5m-series-a-2022-11?r=entertainment-pitch-decks-lp">Check out the 12-page pitch deck that raised $5 million for a live events startup backed by Mark Cuban </a></li><li><a href="https://www.businessinsider.com/toonstar-mila-kunis-gimmicks-animated-nft-series-blockchain-2022-3?r=entertainment-pitch-decks-lp">Check out the 6-page pitch deck that got Mila Kunis to invest in an NFT animated series and a blockchain fan community where NFT holders can vote on storylines</a></li><li><a href="https://www.businessinsider.com/pitch-deck-storyco-blockchain-immersive-storytelling-nft-raised-6-million-2023-1?r=entertainment-pitch-decks-lp">Read the 15-page pitch deck that raised $6 million for StoryCo, a blockchain-based platform that links Hollywood creatives directly with fans</a></li><li><a href="https://www.businessinsider.com/pitch-deck-raised-1-million-stagetime-linkedin-performing-artists-2021-11?r=entertainment-pitch-decks-lp">Read the 13-page pitch deck that raised $1.5 million for Stagetime, a LinkedIn for performing artists</a></li><li><a href="https://www.businessinsider.com/canela-media-pitch-deck-example-latino-focused-streaming-service-2022-2?r=entertainment-pitch-decks-lp">Read the 18-page pitch deck that Latino-focused streaming startup Canela Media used to raise $32 million</a></li><li><a href="https://www.businessinsider.com/real-pitch-deck-amagi-used-to-raise-95-million-2022-3?r=entertainment-pitch-decks-lp">Read the pitch deck a media tech firm used to raise $95 million to help content owners like NBCUniversal and Gannett run their streaming channels</a></li><li><a href="https://www.businessinsider.com/metaphysic-startup-behind-tom-cruise-deepfake-raises-75-million-2022-1?r=entertainment-pitch-decks-lp">The startup behind the viral Tom Cruise deepfake just raised $7.5 million. Here's the 15-slide pitch deck Metaphysic used to attract investment from the Winklevoss twins.</a></li><li><a href="https://www.businessinsider.com/overtime-deck-how-it-reaches-sports-fans-raised-80-million-2021-4?r=entertainment-pitch-decks-lp">Leaked pitch deck shows how sports-media startup Overtime plans to reach $200 million in revenue by 2024</a></li><li><a href="https://www.businessinsider.com/friday-beers-raises-6-million-rebrands-almost-friday-pitch-deck-2022-3?r=entertainment-pitch-decks-lp">Check out key slides from the pitch deck that helped Instagram comedy hit Friday Beers raise $6 million to expand and rebrand as Almost Friday</a></li></ul>

18 pitch decks that helped media and tech startups nab millions in funding to disrupt entertainment

Zoom sucks, right? If you've spent any time on it — or any other video-chat app — you've probably felt it. No matter how good your internet connection is, the personal connection rarely clicks. You don't know when to start talking. You overlap and interrupt the person you're talking to, and they don't seem to be listening. Everyone is accounted for, but no one feels present.It's not just you. In a <a href="https://psycnet.apa.org/record/2022-02247-001" target="_blank" rel="noopener">study</a> last year, people who were face-to-face responded to yes/no questions in 297 milliseconds, on average, while those on Zoom chats took 976 milliseconds. Conversational turns — handing the mic back and forth between speakers, as it were — exhibited similar delays. The researchers hypothesized that something about the scant 30- to 70-millisecond delay in Zoom audio disrupts whatever neural mechanisms we meatbags use to get in sync with one another, that magic that creates true dialogue.This seems like something science could fix, doesn't it? But first we'd have to get past the vibes and understand what's actually bad — or maybe even good? — about video chat.That's the idea that struck Andrew Reece, the lead scientist at BetterUp Labs, the research arm of the big online coaching company. He knew from his job that video chats could be good. "We basically connect people on Zoom calls to have one person help another person be happier at work," he says. But there was one problem: "We don't record those calls. All we know is, when our members come out they're like, 'That was great, I want to do it again.' It's sort of a black box what's going on in there."So Reece wondered whether it might be possible to crack open that black box and learn why those conversations were working. Was it something about what people said, or how they said it? Was it the way they sounded, what their faces looked like? "We decided: OK, the first thing we wanted to do is just see conversation writ large," Reece says. "What kind of dynamics could we capture?"The result is the largest-ever database of one-on-one Zoom conversations. It's called CANDOR, short for Conversation: A Naturalistic Dataset of Online Recordings. Reece and his colleagues examined more than 1,600 conversations — some 850 hours and 7 million words total. The researchers paired volunteers, people who had never met each other, and asked them to hop on Zoom for half an hour about any old thing — with Record turned on. Which means that unlike most conversational databases, CANDOR didn't just encode their words, which were transcribed automatically, by digital algorithms. It also automatically captured things like the tone, volume, and intensity of conversational exchanges, recording everything from facial expressions to head nods to the number of "ums" and "yeahs." And before and after each Zoom chat, the researchers interviewed the participants, so they could measure their reactions to the interactions: their likes and dislikes, their favorite moments, their unspoken anxieties. Did they appreciate it, say, when their partner kept nodding in agreement? Or did it secretly piss them off?"We have variables from really low-level, millisecond-by-millisecond turn taking, all the way up to, 'Did you enjoy this conversation and why?'" says Gus Cooney, a social psychologist who helped develop CANDOR. "It's nicely processed, easily analyzable, and it's been really, really vetted." So this new corpus, as such databases are known among social scientists, might do more than help us better understand how our coworkers perceive us on Zoom. It may shed new light on what we talk about when we talk about talking today — the conversation of the future.<h2>You don't say!</h2>Think about the complexity of even the simplest of dialogues, and how we pass the conversational baton back and forth. You talk, I make some uh-huh noises, I talk, you hit me with an "OK" or two, you talk again and I nod, you shift to a new topic with a question, and I give you a yes or no before picking up the new thread.That pas de deux is a miracle of human communication. When people talk, somehow we almost never overlap. The gaps between you-go and I-go are just about a <a href="https://www.pnas.org/doi/10.1073/pnas.0903616106" target="_blank" rel="noopener">quarter of a second</a> — literally the blink of an eye, so fast that we must be predicting when our turn will come. We use fillers like uh-huhs and OKs — linguists call those "backchannels" — to align with one another. <a href="http://dx.doi.org/10.1080/08351810701691123" target="_blank" rel="noopener">A nod while someone's talking</a> is encouragement; a nod at the end is off-putting. A "yes" comes within a half-second; a no takes longer. If I say yes, but delay until the back half of that second, you think I mean no. "Um" means "wait a little longer," "uh" means "I'm about to get to my point." The answering noise "huh" sounds pretty much the same in a dozen languages.The analysis of conversation goes back a long way — at least to the early 1970s and a <a href="https://www.sciencedirect.com/science/article/pii/B9780126235500500082" target="_blank" rel="noopener">classic paper on turn taking</a> as dialogue's primary engine. But the complexity of the data always made it a real slog. "It used to be very much at the fringe, because it was technically challenging to deal with real speech. Written stuff was dead easier. You can just go look at it," says Simon Garrod, a cognitive psychologist at the University of Glasgow who is one of the field's leading researchers. "That's changed because technology has changed. Suddenly everything is recorded, speech is recorded. It's all there."But people — well, grad students — still had to listen to or watch the recordings and note all the things that might be of interest to a researcher, a process called coding. "Transcription was a real struggle, actually," Garrod says. "It took hours and hours of people's work to do it, and you had to do it repeatedly." That meant you needed a big team — and a lot of money to pay them.So in 2018, Reece connected with Cooney, a grad-school pal who studied conversation. New tech, they thought, might solve the coding issue, and even account for the complexities of overlapping back-channel speech and the timing of turns. They figured they could just get volunteers to have a half hour of chitchat and ask them about how it felt.It turned out to be a lot harder than they expected. Everyone's video was laggy, which meant they had to scrap hundreds of hours of video for quality reasons. They also had to figure out how to get software to stitch together the two sides of the conversation precisely enough to allow them to analyze interactions down to the millisecond. "Hundreds of hours were spent on that particular problem," Reece says.When they finally assembled all the videos and built the neural nets to process the dialogues, many of their findings confirmed previous research. That was good; it signaled that their dataset was big enough to trust. But this was back in 2020, the year we all began struggling with how to interact over Zoom. So they were looking at something relatively new in the world. What made people happy on a video chat? And what made one person more fun to talk to than another?<h2>The Tom Cruises of Zoom</h2>Cooney and Reece's first pass at the data suggests that "good conversationalists" on Zoom are those who talk faster, louder, and more intensely. They're the Tom Cruises, as it were, of the interactive back-and-forth. People rated by their partners as better conversationalists spoke 3% faster than bad conversationalists — uttering about six more words a minute. And while the average loudness of speakers didn't change across bad or good conversations, the "good" talkers varied their decibel levels more than the "bad" talkers did. Cooney and Reece's team speculate that the good ones were better at reading the Zoom room, calibrating their volume to the curves of the conversation.But loudness, it turns out, isn't as good a metric as intensity — maybe because intensity is more subtle, a combination of the frequencies and sibilance of speech and the emotion conveyed by everything from tone to body language. To help the computer to assess something so ineffable — like, what is this thing you humans call love? — the CANDOR team fed it the <a href="https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0196391" target="_blank" rel="noopener">Ryerson Audio-Visual Database of Emotional Speech and Song</a>. That enabled the candorbots to draw on more than 7,000 recordings of 24 actors saying and singing things with different emotional shading, from happy or sad to fearful or disgusted. The machine found that women rated as better Zoom conversationalists tended to be more intense. The differences among men, strangely, were statistically insignificant. (The reverse was true for happiness. Male speakers who appeared to be happier were rated as better conversationalists, while the stats for women didn't budge.)Then there's nodding. Better-rated conversationalists nodded "yes" 4% more often and shook their heads "no" 3% more often. They were not "merely cheerful listeners who nod supportively," the researchers note, but were instead making "judicious use of nonverbal negations." Translation: An honest and well-timed no will score you more points than an insincere yes. Good conversationalists are those who appear more engaged in what their partners are saying.Another question the researchers looked at was: How much new stuff do you have to say when it's your turn to talk to keep a conversation fresh? The results were inconclusive. The coding system found that some rate of "semantic similarity" is ideal — the highly rated conversationalists, in general, changed the subject and brought bring new ideas more often than the poorly rated ones. But the machine couldn't decide whether the low-rated talkers had nothing interesting to add, or whether they just tended to repeat themselves more. More research is needed, apparently. "I still think that's one of the coolest things," Reece says.Overall, the study found, people liked chatting on Zoom, even during the hellish first year of the pandemic. That January, CANDOR found, barely anyone mentioned COVID-19; by December, it came up in almost every conversation. At the beginning of the year, only a quarter of the conversationalists talked about politics; by Christmas, politics came up in nearly half the chats. Yet when researchers asked participants to rate their "positive feelings" — defined as "good, pleasant, happy" — on a scale of one to 10, the mean rose from a little above a 6 before the video chats to more than 7 afterward. A rise in happiness was experienced by everyone, across all demographic groups, and especially by people between 50 and 69 years old. Some of the biggest surprises were what the researchers didn't find. The good news for BetterUp, which depends on video chat for its business model, was the lack of any evidence that people dislike Zoom itself. "The assumption was, the thing that makes you tired or sad is the medium," Reece says. "But it doesn't seem like that's true. We see massive effects of: You feel better when you talk to a stranger online." The very act of chatting, it turns out, makes people happy — even when it's over Zoom.The study also failed to confirm other assumptions. The old chestnuts about <a href="https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2933016" target="_blank" rel="noopener">men interrupting women</a> <a href="https://link.springer.com/article/10.1023/A:1018802521676" target="_blank" rel="noopener">more than vice versa</a>, or women being more accommodating and "affiliative" in their <a href="https://doi.org/10.12840/ISSN.2255-4165.026" target="_blank" rel="noopener">turn taking</a>? No evidence. Video chat making it hard for people to have smooth conversations? Nope. So maybe all those old findings are wrong. Or maybe CANDOR's algorithms weren't finely tuned enough to recognize jerky men or jerky audio. After all, you can't spell "mansplaining" without "AI." Either way, Cooney says, there's more to follow up here in the corpus.Next up for the CANDOR team: trying to analyze the optimal pace of smiles, and how quickly to smile back when your partner smiles first. "We've only done the top-line cut, which is to see how these things relate to overall enjoyment," Cooney says. "Really digging into how the moment-to-moment smiles 10 seconds ago relate to current smiles and relate to future smiles — that's something we're just on the cusp of understanding."<h2>Emphathetic kung-fu</h2>The CANDOR corpus is a good start — maybe. "Things like this study are exciting and going in the right direction — recording everything in real time, real humans talking to each other," says Nick Enfield, a linguist at the University of Sydney and author of "How We Talk." "We can get it transcribed at the flick of a switch, because we've got computational power to do so now."But, Enfield says, the dataset has some serious limitations, however huge it might be. For one thing, it's only in American English, which means scientists in the field can't use it to explore and identify cross-language commonalities. And for another, the conversations involved people who were randomly paired, which might be just weird enough to skew the data. "How much of your life — not your professional life, but your real life — is spent getting to know a complete stranger?" Enfield says.BetterUp has a financial incentive to optimize Zoom behaviors: It wants people to come out of conversations feeling good, feeling heard, feeling understood. And the CANDOR results certainly suggest some ways that a conversationalist can project those sensations. But whether those feelings are authentic — on either side of a dialogue — is a whole other story. Breaking these quantifications into qualifications, into "good" and "bad," turns conversations into empathic kung fu. These are the kind of simulated responses that successful dinner-party hosts, psychotherapists, and reporters operationalize to achieve their ends. As a onetime professional TV journalist, I promise you that I can nod intently into a camera and judiciously introduce new subjects for hours at a stretch.Maybe that doesn't matter if you're looking for a Zoom mentor through a service like BetterUp. Coaches gonna coach, right? But someday databases like CANDOR could be used to train artificial intelligences to imitate the way humans conduct conversations. Chatbots that serve as customer-service representatives or intake staffers at urgent-care centers may learn to nod and smile like the world's greatest conversationalists, but they're not going to feel anything. They can't. All they'll know is how to make us feel good — with deepfaked faces that understand precisely when to say uh-huh, and how widely to smile, down to the millimeter, no matter what they're actually saying. Studying Zoom calls may help us have better conversations on Zoom. But it could also end up making a weird future even weirder.<a href="https://www.businessinsider.com/author/adam-rogers">Adam Rogers</a> is a senior correspondent at Insider.

Researchers just created the largest-ever database of how we interact on Zoom. Here are their tips for making everyone like you on video chats.

<a href="https://www.businessinsider.com/inside-social-gloves-youtubers-vs-tiktokers-boxing-event-payment-fight-2021-6"></a>Hi, this is Amanda Perelli and welcome back to <keyword id="11414264" type="UNKNOWN" weightage="60" keywordseo="insider-influencers">Insider Influencers</keyword>, our weekly rundown on the business of <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword>, creators, and social-media platforms. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a>In this week's edition:<ul><li>Some talent from the <a href="https://www.businessinsider.com/inside-social-gloves-youtubers-vs-tiktokers-boxing-event-payment-fight-2021-6">YouTubers vs TikTokers boxing event say they haven't been paid in full</a></li><li><keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> is quietly testing <a href="https://www.businessinsider.com/tiktok-testing-new-custom-video-feature-like-cameo-called-shoutouts-2021-7">a Cameo-like feature called Shoutouts</a><a href="https://www.businessinsider.com/influencer-boxing-is-lucrative-for-creators-but-complicated-for-organizers-2021-6"></a></li><li>How much a YouTuber <a href="https://www.businessinsider.com/how-much-youtube-creator-makes-200-thousand-subscribers-sponsorships-affiliate-2021-7">makes from ads, sponsors, and affiliate links</a><a href="https://www.businessinsider.com/influencer-marketing-guidebook-for-student-college-athletes-captiv8-2021-6"></a></li><li>An esports team <a href="https://www.businessinsider.com/team-liquid-uses-liquid-plus-to-engage-esports-fans-rewards-2021-6">is finding new ways to engage with fans</a><a href="https://www.businessinsider.com/how-much-money-youtube-pays-influencers-600000-subscribers-2021-6"></a></li><li>And more including <a href="https://www.businessinsider.com/how-much-money-tiktokers-make-real-creator-examples-2021-7">how much money TikTokers make</a> and <a href="https://www.businessinsider.com/spore-pitch-deck-helped-creator-economy-startup-get-investment-2021-7">a creator economy startup's 17-page pitch deck.</a><a href="https://www.businessinsider.com/tiktok-helped-this-small-business-land-a-quarter-of-its-sales-2021-6"></a></li></ul>Before we get started, don't forget to sign up for our live event happening today: How TikTok has transformed the music industry. <a href="https://www.businessinsider.com/live-event-how-tiktok-has-transformed-the-music-industry-2021-6">Sign up here.</a>Send tips to aperelli@insider.com or DM me on Twitter at <a href="https://twitter.com/arperelli">@arperelli</a>.<h2><a href="https://www.businessinsider.com/inside-social-gloves-youtubers-vs-tiktokers-boxing-event-payment-fight-2021-6"><div type="image" title="YouTube creator Austin McBroom leans over the ring after a boxing match at the Hard Rock Stadium in Miami on June 12, 2021" height="1998" width="2664" msid="84236452" hostid="261"></div></a></h2><h2><a href="https://www.businessinsider.com/inside-social-gloves-youtubers-vs-tiktokers-boxing-event-payment-fight-2021-6">Talent from the YouTubers vs TikTokers boxing event say they haven't been paid in full</a></h2><keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> and TikTok stars entered the ring during the "Social Gloves: Battle of the Platforms" boxing match last month.Many did so with the expectation that they'd receive a big paycheck.But Dan Whateley wrote that while talent were offered hefty paychecks for participating, some say they haven't been paid.Here are a few takeaways:<ul><li>TikTok creator Vinnie Hacker told Barstool Sports' Dave Portnoy and Josh Richards that he hadn't been paid for the fight.</li><li>Jonathan Coachman, one of the show's commentators, told Insider that he had not been compensated.</li><li>The president of LiveXLive, which produced the event, said that the owner of Social Gloves Entertainment (the event organizer) owed money to talent.</li></ul>According to two sources who worked with the company during the "Social Gloves" event, the company that organized the event is run by YouTube creator Austin McBroom and his family.Social Gloves <a href="https://twitter.com/socialgloves/status/1408471080524730371">said it hoped to</a> "pay every fighter and every talent" in a "reasonable timeframe."<a href="https://www.businessinsider.com/inside-social-gloves-youtubers-vs-tiktokers-boxing-event-payment-fight-2021-6">Check out the full story where influencers say they have yet to be paid what they're owed, here.</a><a href="https://www.businessinsider.com/tiktok-testing-new-custom-video-feature-like-cameo-called-shoutouts-2021-7"><div type="image" title="TikTok Shoutouts" height="843" width="1124" msid="84236454" hostid="261"></div></a><h2><a href="https://www.businessinsider.com/tiktok-testing-new-custom-video-feature-like-cameo-called-shoutouts-2021-7">TikTok is testing a feature similar to the celebrity shout-out app Cameo</a><a href="https://www.businessinsider.com/tiktok-testing-new-custom-video-feature-like-cameo-called-shoutouts-2021-7"></a></h2>TikTok is testing a new feature that allows fans to buy custom videos from creators.I wrote about the new feature, called Shoutouts, which could be a direct competitor to the celebrity shout-out app Cameo.Here are some takeaways:<ul><li>It is still in early stages and "only available to limited regions," according to an FAQ page on the app viewed by Insider.</li><li>Insider found the feature through search by typing in #TikTokShoutout, and found one creator who was selling a Shoutouts for 250 coins (estimated $3.75, according to the app). </li><li>The FAQ page also says: "TikTok Shoutouts is a new functionality which enables TikTok creators to monetize by creating personalized videos to their fans." </li></ul>"I think that this can be an interesting extra revenue stream for creators," said Alessandro Bogliarim, cofounder and CEO of The Influencer Marketing Factory. "It's an integration that makes sense."<a href="https://www.businessinsider.com/tiktok-testing-new-custom-video-feature-like-cameo-called-shoutouts-2021-7">Read more about the new feature and how it works, here.</a><a href="https://www.businessinsider.com/team-liquid-uses-liquid-plus-to-engage-esports-fans-rewards-2021-6"><div type="image" title="Adil &quot;ScreaM&quot; Benrlitom sits at a desk in front of a monitor. His arms are outstretched to first bump his teammates" height="1907" width="2542" msid="84236458" hostid="261"></div></a><h2><a href="https://www.businessinsider.com/team-liquid-uses-liquid-plus-to-engage-esports-fans-rewards-2021-6">One of the oldest esports teams built a platform to boost fan engagement</a></h2>Team Liquid launched its fan engagement platform Liquid+ in January. Fans earn free points by interacting with Team Liquid online and redeem them for rewards.Michael Espinosa wrote about how the team is finding new ways to engage with fans, and is now looking to license the tech to other streamers.Here are some key takeaways:<ul><li>Team Liquid said that more than 40,000 fans are on the platform, where they watch livestreams of Team Liquid players, or post and comment on Team Liquid's social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> to earn points.</li><li>Team Liquid also has plans to reward its most dedicated fans by putting some of their names directly on its players' jerseys in the near future.</li></ul>"What we're seeing is quite a lot of fans of Team Liquid aren't necessarily fans of the team in general but fans of a player," said Boudewijn "Bo" Kryne, Team Liquid's director of fan management. "And what Liquid+ is looking to do is transform fans from being a player fan into being a team fan."<a href="https://www.businessinsider.com/team-liquid-uses-liquid-plus-to-engage-esports-fans-rewards-2021-6">Check out more about how team Liquid+ boosts esports fan engagement, here.</a><a href="https://www.businessinsider.com/how-much-youtube-creator-makes-200-thousand-subscribers-sponsorships-affiliate-2021-7"><div type="image" title="Charli Prangley" height="814" width="1085" msid="84236461" hostid="261"></div></a><h2><a href="https://www.businessinsider.com/how-much-youtube-creator-makes-200-thousand-subscribers-sponsorships-affiliate-2021-7">How much a YouTuber makes from ads, sponsors, and affiliate links</a></h2>Charli Prangley is a YouTube creator who films videos about design and her daily life. Prangley started her YouTube channel in 2013. Now, she has 198,000 subscribers.I spoke with Prangley about how much she makes on YouTube from sponsors, ads, and affiliate links. Here's a preview of how much she earned in 2021 from sponsorships:<ul><li>April: $3,870</li><li>May: $1,869</li></ul>Prangley decided to stop monetizing her YouTube videos through the Partner Program in 2016 after seeing ads for companies that went against her personal morals, she said. But her channel does still earn some revenue (around $500 a month) from her older videos<a href="https://www.businessinsider.com/how-much-youtube-creator-makes-200-thousand-subscribers-sponsorships-affiliate-2021-7">Read more on exactly how much she earns a month as a creator, here.</a><h2>More influencer industry news:</h2>YouTube<ul><li>A talent manager launched a program for creators who want to self manage and learn the business side of the influencer world. <a href="https://www.creatormgmtmatrix.com">Check out the Creator Management Matrix here.</a></li><li>Chloe Tan is a college YouTuber with 80,000 subscribers. <a href="https://www.businessinsider.com/how-much-a-youtuber-with-80000-subscribers-earns-each-month-2021-7">She shared how much she earns a month from YouTube ads.</a></li></ul>TikTok<ul><li>Some TikTok stars have built massive audiences on the app. <a href="https://www.businessinsider.com/how-much-money-tiktokers-make-real-creator-examples-2021-7">We spoke with creators who shared how much they earn from brand deals, song promotions, and its Creator Fund.</a></li><li>A TikTok creator's deepfake Tom Cruise account went viral earlier this year. <a href="https://www.businessinsider.com/deepfake-tom-cruise-tiktok-creator-bringing-his-tech-to-creators-2021-7">He cofounded a startup to sell his deepfake tech to brands and creators.</a></li><li>Spore lets creators build a website that centralizes functions like private chats and <keyword id="1590971" type="PERSON" weightage="60" keywordseo="Newsletters">newsletters</keyword>. <a href="https://www.businessinsider.com/spore-pitch-deck-helped-creator-economy-startup-get-investment-2021-7">Check out the startup's 17-page investor pitch deck.</a></li></ul><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword><ul><li>Some "nano" influencers have turned social-media into part-time jobs. <a href="https://www.businessinsider.com/how-to-make-money-instagram-under-10-thousand-followers-nano-2021-6">We spoke with several creators who shared how they earn money as nano influencers on Instagram.</a><a href="https://www.businessinsider.com/how-much-money-instagram-influencers-earn-examples-2021-6"></a></li></ul><h2>Chart of the week:</h2>Kyra Media published its annual study on the state of Gen-Z beauty. The media company surveyed 1,000 participants this year between the ages of 13 and 25 about beauty consumption and culture. <div type="image" title="Kyra IQ" height="794" width="940" msid="84236462" hostid="261"></div><a href="https://kyra.com/beauty">Check out the full study here.</a><h2>TikTok hashtag of the week: </h2>Every week, we highlight a top trending hashtag on TikTok, <a href="https://iq.kyra.com">according to data provided by Kyra IQ</a>.This week's hashtag: PastaChips <a href="https://www.tiktok.com/tag/buildabish" target="_blank" rel="noopener"></a><ul><li>The percentage uptick for the last 7 days: 8,005%</li><li>This uptick is centered around a new viral food trend taking over TikTok: Pasta chips</li></ul><div type="image" title="Bretman Rock (c) Sara Weiss.JPG" height="1015" width="1353" msid="84236465" hostid="261"></div><h2>Here's what else we're reading:</h2><ul><li><a href="https://www.washingtonpost.com/food/2021/07/06/tiktok-restaurant-reviews-pandemic/">How restaurants and TikTok food bloggers leaned on each other during the pandemic</a> (Natachi Onwuamaegbu, from The Washington Post)</li><li><a href="https://www.forbes.com/sites/frederickdaso/2021/07/05/from-entrepreneurship-to-boxing-tana-mongeau-is-taking-over-social-media-one-fight-at-a-time/?sh=8471fb22a000">Tana Mongeau breaks down her future business ventures and the YouTube boxing scene</a> (Frederick Daso, from Forbes)</li><li><a href="https://www.teenvogue.com/story/bretman-rock-cover-july-2021?utm_brand=tv&amp;utm_social-type=owned&amp;utm_source=twitter&amp;utm_medium=social&amp;mbid=social_twitterd=social_twitter">YouTube star Bretman Rock talks about his rise to fame online</a> (Eunica Escalante, from Teen Vogue)</li><li><a href="https://www.bloomberg.com/news/articles/2021-07-07/livestreaming-farmers-earn-millions-from-fruit-on-china-s-tiktok?sref=luQQDRwe">Farmers are earning millions from livestreaming</a> (Selina Xu, from Bloomberg)</li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>

You Searched For "tom cruise deepfake" and got 11 results

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