{"id":361256,"date":"2025-08-21T05:15:15","date_gmt":"2025-08-21T05:15:15","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/361256\/"},"modified":"2025-08-21T05:15:15","modified_gmt":"2025-08-21T05:15:15","slug":"publicists-turning-to-ai-for-metrics-streamers-dont-offer","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/361256\/","title":{"rendered":"Publicists turning to AI for metrics streamers don’t offer"},"content":{"rendered":"

Remember when Maya Hawke said<\/a> casting directors were making their decisions based on \u201cthe amount of collective followers\u201d a group of actors had on Instagram? That strategy seems almost quaint compared to what\u2019s apparently going on now. A new Variety report<\/a> claims that some agents and managers have started using AI tools like Grok and ChatGPT to analyze their clients\u2019 popularity. It\u2019s not necessarily surprising considering the ways AI has seeped into almost<\/a> every<\/a> aspect<\/a> of the industry, but it still feels like something ripped from that \u201cNosedive<\/a>\u201d episode of Black Mirror.\u00a0\u00a0<\/p>\n

The report uses Priyanka Chopra Jonas, who recently appeared in Prime Video\u2019s Heads Of State<\/a>, as an example. Chopra Jonas\u2019 reps apparently used Grok and ChatGPT to analyze online reactions to the film and found that their client generated 50% to 60% of the movie\u2019s buzz, while co-leads John Cena and Idris Elba only accounted for 20% to 25% respectively. If you\u2019re wondering how Chopra Jonas\u2019 team generated those numbers, the trade attributes them to \u201cvolume,\u201d \u201cheadlines,\u201d and something it calls \u201cquoting intensity.\u201d It doesn\u2019t really sound like an exact science to this writer, but Chopra Jonas\u2019 manager Anjula Acharia sees it differently. \u201cI don\u2019t think she would normally be credited for [the film\u2019s success] because she\u2019s not the lead. She\u2019s not a \u2018head of state.\u2019 But in this case, the data doesn\u2019t lie,\u201d she said.\u00a0<\/p>\n

Acharia isn\u2019t the only agent using AI as proof of their clients\u2019 ability to sell a film. Multiple reps have apparently adopted the technology as a way to get around the black box streamers tend to keep their viewership data locked up in. Variety claims these streamers have also been using AI data for \u201cat least two years\u2026 in their bid to assess who and what has value.\u201d \u201cYou can really see where the cultural heat is building, and it gives you that data really fast,\u201d Acharia commented. The report does allow that this data can be manipulated by buying bots or otherwise, but claims that advances in the technology also make fake buzz easier to spot than ever.<\/p>\n

Of course, AI technology can also be manipulated by outside forces such as, for example, its owners<\/a>. It makes sense that managers and agents would want to beat the streamers at their own game, but it\u2019s equally troubling to put the future of film casting in the hands of a bot that once dubbed itself MechaHitler<\/a>. <\/p>\n