Well-known artists expressed their dissatisfaction with the idea of an advertisement for the new iPad Pro device, which they saw as a glorification of artificial intelligence at the expense of humans, as it shows forms of human creativity being crushed to be replaced by Apple's tablet.
British actor Hugh Grant, for example, noted in a post on the X platform that this ad expresses "the destruction of the human experience thanks to Silicon Valley.
Grant published this comment in response to a post by Apple president Tim Cook, who on Tuesday announced the new tablets produced by the giant group.
"Introducing the new iPad Pro: the thinnest product we've ever made, the most advanced display we've ever made, and the incredible power of the M4 chip. Imagine all the things it will make possible," Cook wrote.
Apple touched briefly on artificial intelligence on Tuesday and did not mention generative artificial intelligence, but all artists fear that their work will be affected by this technology, which allows the production of all types of content (text, images, video clips, music, etc.) based on a simple request in everyday language.
Hollywood actors and screenwriters had previously gone on strike for months, demanding in particular their protection from generative artificial intelligence.
Apple's ad for the new tablet shows musical instruments, paint cans, a globe, a sculpture, cameras, books, and other objects being slowly crushed by a giant hydraulic press.
The piston then rises to reveal the iPad Pro in place of the musical instruments and other creative tools.
These scenes are set to the nostalgic pop song "All I Ever Need is You" by Sony and Cher.
"Who needs human life and all that makes it worth living? Dive into this digital simulation and give us your soul. Sincerely, Apple," read a sarcastic post by Men in Black screenwriter Ed Solomon on X.
Authors and artists have filed complaints against major companies in the field, including OpenAI (ChatGPT), accusing them of stealing their work to train their models for generative artificial intelligence.
Reed Morano, who co-starred in the series "The Handmaid's Tale," wrote in a comment on Tim Cook's post: "Look at what is happening around you, my dear (...) because this disgusting thing is really bad.
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