Bill Simmons criticized for AI Roger Ebert reviews as OpenAI sponsors shows

In short: Bill Simmons has drawn criticism for using ChatGPT to generate made-up movie reviews in the style of late critic Roger Ebert while OpenAI also advertises on some Ringer podcasts.

What's going on

On The Ringer podcasts including The Rewatchables, Bill Simmons has used ChatGPT, a chatbot made by OpenAI, to create hypothetical reviews “in the style of” Roger Ebert. These segments are often framed as an “AI Roger Ebert” bit, with the chatbot writing as if it were Ebert.

Ebert died in 2013, and the movies discussed in these segments are ones he never reviewed. Critics of the bit say it puts new words and opinions in a dead person’s mouth without consent. It is similar to having an impersonator write a new column and signing it with a famous critic’s name.

The criticism has come from listeners and from inside The Ringer. Film podcaster and editorial leader Sean Fennessey has said publicly that he dislikes the segment and has told Simmons so, saying he would not want this done to him after death.

At the same time, OpenAI and ChatGPT have become paid sponsors on some Ringer shows, including The Bill Simmons Podcast and The Ringer Fantasy Football Show. Some ads include Simmons prompting ChatGPT on air, which has led some listeners to question the line between entertainment content and advertising.

What to watch

The key question is whether The Ringer changes how it uses AI voices and sponsorships, or adds clearer boundaries so audiences know what is a joke, what is an ad, and what is made by a person.

Source: NYTimes