Mark Wahlberg is open to an AI version of himself continuing his legacy

Mark Wahlberg has said he would be open to an AI version of himself continuing his legacy after his death, adding to the debate about how artificial intelligence could change the film industry.

The actor discussed the possibilities of AI during TechCrunch Disrupt on 16 October. His comments included the potential for technology to extend an actor’s presence beyond their lifetime, while also distinguishing between using AI as a creative tool and allowing it to replace human performers and writers.

Wahlberg has previously built a career across film, television and producing, and his comments raise questions about how actors might choose to manage their digital likenesses as the technology develops.

AI-generated versions of performers have become a growing point of discussion across entertainment, with questions about consent, ownership, compensation and how a digital performance should be controlled. An actor’s face, voice and mannerisms can be central to their professional identity, making decisions about their future use particularly significant.

Wahlberg also discussed possible uses for AI within film production, including enhancing the setting of a biographical project about baseball player Pete Rose. He did not present AI as a replacement for the people responsible for writing and making films, instead drawing a distinction between technology that supports a production and technology that takes creative work away from people.

The comments reflect the tension facing the entertainment business as studios, performers and audiences consider where AI could be useful and where its use may raise concerns.

Whether actors will increasingly choose to authorise digital versions of themselves for future projects will depend on how the technology develops, alongside the legal and contractual protections available to performers.