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During the Hollywood strikes of 2023, a major sticking point for members of the Writers Guild of America and SAG-AFTRA was artificial intelligence. When the unions ultimately came to an agreement with Hollywood studios, they won key protections for actors regarding digital replicas and guardrails for how generative AI could be used in writers rooms. The stipulation that studios could not create digital replicas of actorsat least not without their consentreflects growing concerns over how AI might compromise the livelihoods of artists and creatives. Now it seems some performers may be looking for new ways to protect themselves against more general misuse: A January 13 Wall Street Journal report revealed that actor Matthew McConaughey filed eight trademark applications that are intended to deter unauthorized AI-generated simulations of his voice or likeness. The trademarks, which have been approved by the U.S. Patent and Trademark Office, include several video clips of McConaughey, along with one of his most iconic moments: audio of him saying, Alright, alright, alright, a line from the 1993 movie Dazed and Confused that has since become a catchphrase. My team and I want to know that when my voice or likeness is ever used, its because I approved and signed off on it, McConaughey told The Journal. We want to create a clear perimeter around ownership with consent and attribution the norm in an AI world. McConaughey has reason to take preemptive action. AI has already enabled fraudulent ads that used the likeness of actors like Tom Hanks to promote wonder drugs. Just this week, there was a deepfake video circulating on the internet that featured eerily realistic face swaps with the cast of Stranger Thingsan example of how easily AI can be exploited by virtually anyone. The video has more than 15 million views (and counting) on X. Another creator shared a similar video using the likeness of Leonardo DiCaprio in The Wolf of Wall Street. By trademarking himself, McConaughey is looking to prevent this kind of content from being monetized. From a legal perspective, Orly Lobela law professor and the director of the Center for Employment and Labor Policy at the University of San Diegosays this is a novel way to combat deepfakes. The traditional name and likeness protections under state law, otherwise known as publicity rights, are meant to protect against the unauthorized use of an actors image to sell products. But those laws are inadequate in the new era of generative AI, according to Lobel, since AI content can be monetized on the internet; there is less clarity on what constitutes commercial use on those platforms. McConaugheys decision to trademark his voice and likeness is a hybrid approach and it elevates the protections to federal claims, Lobel says. Even McConaugheys lawyersamong them prominent entertainment attorney Kevin Yornhave noted that theyre not entirely sure whether this measure of protection would hold up in court. I dont know what a court will say in the end, Yorn told the Journal. But we have to at least test this. A trademark also primarily protects commercial use, though McConaugheys lawyers seem to think the risk of federal claims may act as a deterrent and discourage people from creating any kind of AI-generated content with his likeness. Still, this could set a precedent for other actors and performers to take similar action at a time when creatives are fighting an uphill battle against the use of AIand gearing up for another contract negotiation that will likely revive a number of AI-related concerns. I think [this] is a signal that actors and others want attribution and consent and are ready to fight back, Lobel says.
Category:
E-Commerce
Breaking with the United States, Canada has agreed to cut its 100% tariff on Chinese electric cars in return for lower tariffs on Canadian farm products, Prime Minister Mark Carney said Friday. Carney made the announcement after two days of meetings with Chinese leaders. He said there would be an initial annual cap of 49,000 vehicles on Chinese EV exports coming into Canada at a tariff rate of 6.1%, growing to about 70,000 over five years. China will reduce its total tariff on canola seeds, a major Canadian export, from 84% to about 15%, he told reporters. Our relationship has progressed in recent months with China. It is more predictable and you see results coming from that, Carney said. Carney hasn’t been able to reach a deal with U.S. President Donald Trump to reduce some tariffs that are punishing some key sectors of the Canadian economy and Trump has previously talked about making Canada the 51st state. Earlier Friday, Carney and Chinese leader Xi Jinping pledged to improve relations between their two nations after years of acrimony. Xi told Carney in a meeting at the Great Hall of the People that he is willing to continue working to improve ties, noting that talks have been underway on restoring and restarting cooperation since the two held an initial meeting in October on the sidelines of a regional economic conference in South Korea. Carney said that “this agreement will drive considerable Chinese investment in Canadas auto sector, creating good careers in Canada and accelerating our progress towards a net zero (emissions) future and the auto industry of the future.” Nelson Wiseman, professor emeritus of political science at the University of Toronto, called Friday’s deal good for both China and Canada. Canada is diversifying its bets economically,” Wiseman said. “And China is succeeding in driving a small wedge between Canada and the U.S.” Improve global governance Carney, the first Canadian prime minister to visit China in eight years, told Xi that better relations would help improve a global governance system that he described as under great strain. Later, he said at the news conference that the system may give way at least in part to country-to-country or regional agreements rather than the global ones that have underpinned economic growth in the post-World War II era. The question is: What gets built in that place? How much of a patchwork is it? he said. The new reality reflects in large part the so-called America-first approach of Trump. The tariffs he has imposed have hit both the Canadian and Chinese economies. Carney, who has met with several leading Chinese companies in Beijing, said ahead of his trip that his government is focused on building an economy less reliant on the U.S. at what he called a time of global trade disruption. A Canadian business owner in China called Carney’s visit game-changing, saying it re-establishes dialogue, respect and a framework between the two nations. These three things we didnt have, said Jacob Cooke, the CEO of WPIC Marketing + Technologies, which helps exporters navigate the Chinese market. The parties were not talking for years. Canada had been aligned with US on tariffs Canada had followed the U.S. in putting tariffs of 100% on EVs from China and 25% on steel and aluminum under former Prime Minister Justin Trudeau, Carneys predecessor. China responded by imposing duties of 100% on Canadian canola oil and meal and 25% on pork and seafood. It added a 75.8% tariff on canola seeds last August. Collectively, the import taxes effectively closed the Chinese market to Canadian canola, an industry group has said. Overall, China’s imports from Canada fell 10.4% last year to $41.7 billion, according to Chinese trade data. Carney tried to address the concerns of Canadian automakers and auto workers by saying the initial cap on Chinese EV imports was about 3% of the 1.8 million vehicles sold in Canada annually and that, in exchange, China is expected to begin investing in the Canadian auto industry within three years. Were building (a) new part of our car industry, building cars of the future in partnership, bringing affordable autos for Canadians at a time when affordability is top of mind, and doing it at a scale that allows for a smooth transition in the sector, he said. For the exchange of a small piece of the Canadian market, we have a commitment. We are waiting for an investment commitment in Canada. The real leaders of the new industry. So its an agreement that will create the future for our industry. But Ontario Premier Doug Ford, the leader of Canada’s most populous province where the country’s auto sector is based, blasted the deal. “Make no mistake: China now has a foothold in the Canadian market and will use it to their full advantage at the expense of Canadian workers,” Ford posted on social media. Worse, by lowering tariffs on Chinese electric vehicles this lopsided deal risks closing the door on Canadian automakers to the American market, our largest export destination. China sees an opening under Trump China is hoping Trumps pressure tactics on allies such as Canada will drive them to pursue a foreign policy that is less aligned with the United States. The U.S. president has suggested Canada could become America’s 51st state. Carney, though, noted Canada’s relationship with the U.S. is much more multifaceted, deeper and broader. Canada and China have different systems and disagree on issues such as human rights, he said, limiting the scope of their engagement even as they seek ways to cooperate on areas of common interest. The Canadian leader leaves China on Saturday and visits Qatar on Sunday before attending the annual gathering of the World Economic Forum in Switzerland next week. He will meet business leaders and investors in Qatar to promote trade and investment, his office said. Ken Moritsugu and Rob Gillies, Associated Press Associated Press business writer Chan Ho-him contributed to this report.
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E-Commerce
Quickfire question: Who, in a business, should be responsible for AI? Most of us would assume the tech side of an organization should hold the bag: the CTO, CIO, CDO, CMO or perhaps even a new chief AI officer. And while this direction certainly made sense in the early wave of AI adoptionwhen it was still a mere toolthe rise of agentic AI (read: autonomous, intelligent agents that behave less like gadgets and more like colleagues) forces us to rethink our assumptions. Which means we should be asking whether AI should be treated as a technology or as a member of the team. And if its the latter, is HR actually the role best positioned to oversee it? WHY HR IS RE-EMERGING AS A STRATEGIC AI PLAYER While some might think that AI will diminish the influence of chief people officers, human-centered agentic design is bringing HR back to the center of business transformation. After all, autonomous AI could transform the very definition of an HR role: managing workflows, employee experiences, and workplace culture. One challenge blocking effective AI management is often rooted in organizations outdated design models. Traditional enterprise structures, especially in the Fortune 500, lag years behind the market and best practice. For instance, until recently CFOs were often leading AI decisions, largely optimizing for cost savings only. But just because a machine can do something doesnt mean it should. Research by Gather found that 95% of AI pilots fail to deliver meaningful business impact because theyre overly based on algorithms. Meanwhile, employees spend $13 billion annually on their own subscriptions as enterprise tools dont meet their needs. Human-centered design is the missing ingredient for AI success at scale; companies that design for human needs achieve faster ROI, lower risk, and sustainable competitive advantage. Fortunately, I can see a more progressive mindset emerging. Its no longer How do we do the same with fewer people? but How do we help the same people do more with AI? And instead of What roles can AI replace? its What roles can only humans perform? These reframed attitudes make the people function central to AI transformation. If AI is treated as an employee-like resource that affects experience, workflow, and culture, HR becomes its logical home. REINVENT HR: INTRODUCING THE CHIEF RESOURCE OFFICER But if AI really is joining the workforce, HR must evolve beyond managing just human resources. In the agentic era, the function becomes responsible for orchestrating all faculties: human and digital. Enter the chief resource officer (CRO). This is a new role that would reflect AIs real place in a company, responsible for integrating AI into workforce planning, ensuring ethical and effective use, and promoting a culture that encourages augmentation over replacement. Mic drop, I know. Now hear me out. Weve seen similar transformations before. The chief revenue officer didnt exist until CFO priorities shifted, and suddenly organizations needed a new leader to capitalize on growth opportunities. AI represents a similar inflection point, one that expands HRs mandate rather than diminishes it. THE REAL CHALLENGE? UPSKILLING THE C-SUITE The biggest barrier to this shift will be leadership readiness. Many existing HR managers are not yet AI experts, and theyre often stereotyped as preferring traditional processes and workflows. But as companies adopt agentic systems, CROs will become core stakeholders. Theyll need fluency in data governance, workflow management, and experience design. Any AI work integrations must be human-centered and, from an agentic perspective, negate the chances of garbage in/out. As a result, CRO training and upskilling, whether performed in-house or with the help of an external partner, become more important than ever. The risks of unwittingly fostering an AI knowledge gap are real. At Gather, we partnered with a major global financial services company whose lifecycle management systems werent communicating properly with its AI capabilitiesresulting in churn, operational escalations, increased risk, and inconsistent messaging to card members. But the problems were organizational, rather than technological. Gather interviewed five core user groups to map the complete automation lifecycle (intake to execution), identifying opportunities to improve efficiency and consistency. Then, we created assets to showcase automation use cases and build stakeholder awareness, introducing structured data models for better reporting, governance, and reuse. So far, the changes have proved a huge successpowering significant progress for the businesss automation adoption goals. DESIGN A HUMAN-CENTERED AI FUTURE Thriving in the agentic era starts with asking another quickfire question: What work must remain human? Creativity, empathy, judgment, and relationship-building remain irreplaceable, and these are the areas that determine long-term business success. So, a new CRO must: Bring HR into AI strategy early Upskill executives together, not in silos Treat AI as a collaborator rather than a cost-reduction tool Design systems where both humans and agents can thrive Far from diminishing HRs role, AI will expand it. As agentic systems take on more responsibility, HR and the chief resource officer will become some of the most important stewards of the modern workforce. Ultimately, AI wont replace peoplebut it will replace organizations that fail to redesign around them. Justin Tobin is founder and CEO of Gather.
Category:
E-Commerce
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