The iconic Cher has spoken out against the growing use of artificial intelligence (AI) in the entertainment industry, even suggesting that it should be outlawed. At 77, she’s still got her finger on the pulse and she’s not shy about sharing her opinions.
When the Associated Press asked Cher about AI, she didn’t hold back. She revealed that she was taken aback when she heard an AI-generated version of herself singing a Madonna song. “It was kind of shocking,” she said. “They didn’t have it down perfectly.”
But her concerns run deeper than just a less-than-perfect rendition of a song. Cher, who has spent her entire life carving out a unique identity for herself, feels threatened by AI’s potential to mimic and steal her persona – both as an actress and singer. She finds this alarming trend “out of control”.
These comments come amidst increasing use of AI in generating music tracks using recognizable vocals from past and present artists without their consent. This issue isn’t confined to the music industry either; there is growing anxiety among actors and screenwriters about AI potentially taking over their roles without fair compensation.
This summer, there were reports that Google was in discussions with major music labels about licensing artists’ voices and tunes for AI-generated songs. The proposed agreement would allow artists to opt out if they wish.
While some musicians have embraced AI’s regulated use, Cher is firmly against it. She argues that it undermines the efforts and accomplishments of artists: “I’m telling you, if you work forever to become somebody – and I’m not talking about somebody in the famous, money part – but an artist and then someone just takes it from you, it seems like it should be illegal.”
But don’t get her wrong; Cher isn’t against all technological advancements in music. Her hit track “Believe” (1998) is known for its pioneering use of auto-tune technology – or as she referred to it during its inception, “a pitch machine”. She fondly recalled the excitement when she and her longtime producer Mark Taylor first used this new tech: “It started and it was like, ‘Oh my God, this is the best thing ever.”
In the midst of all this tech talk, Cher’s also busy promoting her new festive album, “Christmas”, and a 25th-anniversary edition of her Grammy Award-winning album “Believe”, due out next month. Even at 77, this diva shows no signs of slowing down.