Weekly Column: The Importance of Managing Artificial Intelligence

In his capacity as a Columnist for California Sports Lawyer®, Founder Jeremy Evans has written a column about the importance of managing artificial intelligence (AI) for the future of the entertainment and sports industries and beyond.  

You can read the full column below.


Often Hollywood does a good job at producing and distributing films that have a way to predict human behavior. The human genome is one that often tries to outdo itself and will often create things and situations that may create greatness and cause harm. History is replete with examples of people using inventions or technological innovations for both good and bad.

More often, an invention as an idea is a good thing, but the application becomes the cause of controversy or societal problems. Social media, for example, is a wonderful platform that can be utilized to connect with people and keep in touch in another form of communication. At its best, people feel more connected. At its worst, social media is an advertising-driven medium that collects and sells data on people using the platform to sell more stuff and can be a place to make people feel more disconnected by comparing themselves to the perfect lives of everyone else. Maybe someone should invent the bad news version of social media. Then again, the daily news can have a tendency to do that so social media tends be a reprieve.

The management of things, people, and the effect of ideas is what matters as a result. The best laid intentions are, well, you know the story. Artificial intelligence has great potential, humanlike potential, but it should be managed for the best results.

In sports, artificial intelligence is being used to help write sports stories as game recaps. It possibly takes away from the mundane of things. It could also possibly be doing a disservice to the people who once wrote those stories. There is something to be said about repeating tasks and working towards perfection to reach excellence. There is value is working to learn.

In entertainment, there is dispute over whether artificial intelligence platforms like ChatGPT should be used to help write film scripts and television dialogue. It is a dispute that is about copyright ownership, specifically two words, “original” and “author”. These are two aspects that have been held by humans on Earth only throughout history. In other words, the ability to think. Case law and copyright policies restrict ownership to humans now, but as artificial intelligence grows in use and influence, there is certain to be a call to recognize artificial intelligence as a creator more often.

The problem is that a computer, no matter how much knowledge it gains, can never act or think like a human (or be human) in every circumstance unless programmed to do so. When artificial intelligence grows to a point of reacting more like a human, the real question for humans is about acceptance. If people accept that artificial intelligence is just as good as a human and is considered to be its equal or superior, and a majority of people or those with the most influence believe it is so, it will be so. Again, management of expectations and usage is as important as the invention itself.

Artificial intelligence is a value proposition. As humans, we get a choice. We get to choose how technology manages our lives or how we manage it. Artificial intelligence could very well increase human capacity and allow people to grow beyond the mundane, but sometimes it is the mundane, the process, the hard work, that gets people to grow in knowledge. To lose the experience is to lose the application. This is the danger of not remembering things and passing ideas and experiences to the next generation or relying on that something that does not last.

The wish here is that human life and experience is always weighed and seen as the highest value. Application and management will continue to be most important, balancing the old and new way of doings. It is a difficult task as efficiency is often the beacon of invention. However, with the right guidance, artificial intelligence could be helpful. It just might be applicably different industry by industry, country by country, and person to person.    


About Jeremy M. Evans:

Jeremy M. Evans is the Chief Entrepreneur Officer, Founder & Managing Attorney at California Sports Lawyer®, representing entertainment, media, and sports clients in contractual, intellectual property, and dealmaking matters. Evans is an award-winning attorney and industry leader based in Los Angeles and Newport Beach, California. He can be reached at Jeremy@CSLlegal.com. www.CSLlegal.com.   

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Jeremy M. Evans is the CEO, Founder & Managing Attorney of California Sports Lawyer® representing entertainment, media, and sports clients and is licensed to practice law in California.