In the rapidly evolving landscape of Hollywood, where artificial intelligence is sparking both innovation and controversy, Vince Gilligan, the acclaimed creator of Breaking Bad and Better Call Saul, has taken a bold stance with his latest project. The new Apple TV+ series Pluribus, which premiered its first two episodes on Friday, includes a pointed disclaimer in its credits: “This show was made by humans.” This move comes amid growing debates over AI's role in entertainment, highlighting Gilligan's commitment to transparency in an industry increasingly wary of machine-generated content.
Gilligan, known for his meticulous storytelling, developed Pluribus as a post-apocalyptic sci-fi drama. The series stars Rhea Seehorn, who reprises her collaboration with Gilligan after her role in Better Call Saul. Seehorn portrays Carol Sturka, an Albuquerque-based author who is one of just 12 people on Earth immune to an extraterrestrial virus. This virus transforms the global population into a relentlessly optimistic hive mind, creating a dystopian world where individuality is threatened.
The disclaimer appears following a list of acknowledgments from the producers, serving as a subtle yet firm declaration against AI involvement. According to a report from Deadline, this choice reflects Gilligan's broader views on the technology. In a recent interview with Polygon, Gilligan stated, “I have not used ChatGPT, because as of yet, no one has held a shotgun to my head and made me do it.” He further emphasized, “I will never use it. No offense to anyone who does.”
Gilligan clarified that AI was not on his mind during the initial conception of the series. “I really wasn’t thinking about AI [when I wrote Pluribus], because this was about eight or 10 years ago,” he told Polygon. This timeline places the origins of Pluribus well before the current surge in AI tools like ChatGPT, which have permeated creative industries since their widespread adoption around 2022.
The timing of the premiere coincides with heightened scrutiny of AI in media. Just this week, Coca-Cola faced significant backlash for an AI-generated holiday campaign, drawing criticism from consumers and industry watchers who argue that such efforts undermine human creativity. Similarly, the entertainment sector has voiced concerns over AI creations like Tilly Norwood, an AI-generated actor featured in various projects. Eline Van Der Velden, the creator of Tilly Norwood, addressed the backlash in a Deadline interview, revealing plans for another 40 AI actors in the pipeline. She explained, “They will never replace real actors,” emphasizing that AI serves as a tool rather than a substitute.
“As artificial intelligence becomes less discernible and more prevalent, Vince Gilligan is setting an example about transparency in Hollywood,” noted the Deadline article, underscoring the broader implications of such disclaimers.
This isn't the first time AI has stirred controversy in film and television. Recent developments include AI's use in generating scripts, visual effects, and even performances, prompting unions like the Screen Actors Guild and the Writers Guild of America to negotiate protections against unchecked AI encroachment. The 2023 Hollywood strikes, which lasted for months, included demands for safeguards on AI usage, reflecting fears that jobs for writers, actors, and crew could be at risk.
In the case of Pluribus, the human-made assurance aligns with Gilligan's track record of authenticity. The series, produced for Apple TV+, builds on themes of isolation and societal conformity, drawing parallels to real-world discussions about technology's impact on human connection. Seehorn's character, Carol, navigates a world where optimism is enforced, a concept that resonates with critiques of AI-driven content that often prioritizes efficiency over nuance.
Industry observers have praised Gilligan's approach. While no direct quotes from other producers were available in the sources, the Deadline report highlights how this disclaimer sets a precedent. It comes at a time when other projects, such as the upcoming Predator: Badlands, are tracking strong box office numbers—reportedly stalking the franchise's second-best Friday with a $33 million bow—yet none have adopted similar transparency measures regarding AI.
Beyond entertainment, the AI discourse extends to other sectors. For instance, musician Olivia Rodrigo recently slammed Donald Trump’s Department of Homeland Security over an ICE video that used her song without permission, adding to the tapestry of intellectual property concerns amplified by AI tools capable of mimicking voices and styles.
Looking ahead, the reception of Pluribus could influence how other creators address AI. With the series' trailer introducing Seehorn's unhappy Carol character, and early episodes now streaming, viewer feedback may shape the conversation. Apple TV+ has not commented on the disclaimer, but the platform has invested heavily in original content, including shows that experiment with technology, though Pluribus stands out for its explicit rejection of AI assistance.
The broader implications for Hollywood are significant. As AI becomes more integrated, transparency initiatives like Gilligan's could become standard, helping to assuage fears among artists and audiences alike. Reports from Deadline suggest that while some embrace AI for efficiency—Van Der Velden's plans for more AI actors indicate growth in that area—others, like Gilligan, draw a firm line.
In related news, a settlement was reached in the dispute over rights to Jeopardy! and Wheel of Fortune between CBS and Sony, ending a war that had implications for content distribution in an era where AI could potentially automate game show elements. Such resolutions underscore the industry's efforts to maintain control amid technological shifts.
As Pluribus continues to roll out episodes, its “made by humans” ethos serves as a reminder of the value placed on human ingenuity. Whether this sparks a trend or remains an outlier, it captures the current tension between innovation and tradition in creative fields. Industry watchers will be monitoring how audiences respond, particularly in light of ongoing AI backlashes like the Coca-Cola incident.
Ultimately, Gilligan's stance may encourage more open dialogues about AI's place in storytelling. With no confirmed plans for AI integration in future episodes, Pluribus positions itself as a bastion of human-driven narrative in a digital age.