Actor Joseph Gordon-Levitt addressed pressing issues surrounding artificial intelligence and workers’ rights at a recent panel during the Sundance Film Festival in Park City, Utah. Speaking on January 25, Gordon-Levitt stressed the importance of fair pay in Hollywood’s evolving AI landscape, emphasizing the need for ethical standards as technology increasingly impacts creative industries.
Criticism of Tech Industry’s Role in Misusing Technology
Gordon-Levitt sharply criticized the technology sector, describing it as dominated by powerful entities that exploit systems for profit at the expense of users and creators. At the event co-hosted by The Hollywood Reporter, Autodesk, and the Berggruen Institute, he likened these companies to “a bunch of Lex Luthors,” drawing a parallel to the villainous character from the Superman comics to illustrate his view of tech giants as harmful forces.
He reflected on the early optimism of the 2010s when the tech industry was seen as a positive force for social change but concluded that platforms like Facebook and X (formerly Twitter) were optimized to maximize user engagement for advertising revenue rather than fostering genuine human connections.
“In 2010, we all thought [those in the] industry were heroes — the smartest, brightest minds who were going to fix this messed-up world with their incredible technology … but what came of all those posts about the Arab Spring? What came of all those posts about Occupy Wall Street? They weren’t productive because they took place on platforms that weren’t designed for human connection.” – Joseph Gordon-Levitt, Actor
He argued that today’s AI companies disclaim comparisons with social media firms, claiming their technology solely aims to assist people. However, he pointed out that the financial benefits of AI innovations are concentrated in the hands of a few large corporations.
“Today, AI companies are saying ‘Don’t put us in the same bucket as these social-media companies. AI is just here to help!’ And now, 100 percent of the value of [new AI tools] is going into four or five companies.” – Joseph Gordon-Levitt, Actor
Gordon-Levitt’s Advocacy for Ethical Technology Use and Artist Compensation
Having launched the collaborative media platform HITRECORD 16 years ago, Gordon-Levitt has built a reputation for championing ethical approaches to technology in entertainment. Alongside creators such as Daniel Kwan and Janet Yang, he co-founded the Creators Coalition on AI, an advocacy group focused on addressing how AI affects artists’ livelihoods and identities.
Gordon-Levitt highlighted that AI relies heavily on the contributions of human creators, urging the development of systems to ensure ongoing compensation for their work. He challenged the misleading name “artificial intelligence,” explaining that AI essentially repurposes human-generated data rather than creating independently.
“It’s called ‘artificial intelligence,’ but let’s call it ‘collective,’”
“And it doesn’t work without all that human input … [so] we need to build a system for ongoing compensation.” – Joseph Gordon-Levitt, Actor
Concerns Over AI’s Impact on Society and a Cautious Hope for the Future
During the Sundance panel, Gordon-Levitt also warned about the risks AI poses to children through predatory and addictive algorithms. Despite these dangers and his critical stance, he remains cautiously optimistic about the future of technology if ethical standards and fair practices are implemented.
Gordon-Levitt’s vocal demands reflect growing anxiety among Hollywood artists and industry leaders over AI’s role in reshaping creative work, signaling a pressing need for actionable policies that protect those whose contributions underpin the very technology transforming their fields.
