Pickford AI has cast five SAG-AFTRA voice actors for “Whispers,” an interactive murder mystery series that allows viewers to communicate directly with characters during the investigation. The project represents one of the first major productions to use SAG’s newly established AI protocols, potentially setting a precedent for how talent is compensated as artificial intelligence becomes more prevalent in entertainment.
What you should know: The interactive series breaks from traditional storytelling by letting audiences influence a murder mystery investigation in real-time.
• Voice actors Stephen Chang (“The Last of Us,” “Bosch Legacy”), Tohoru Masamune (“Teenage Mutant Ninja Turtles,” “Never Have I Ever”), Brandon Soohoo (“Tropic Thunder,” “NCIS: Los Angeles”), Heavenly Reyna (“The Bold and The Beautiful”), and Jennifer Field (“General Hospital,” “Station 19”) were cast under SAG’s AI framework protocols.
• Viewers can communicate directly with the detective character during the show, creating a personalized viewing experience.
• The project is a collaboration between Pickford AI and Emmy-winning creator Bernie Su, known for “The Lizzie Bennet Diaries” and “Artificial.”
The big picture: “Whispers” will premiere at South Korea’s Busan International Film Festival on September 21 as part of the Innovation Platform before a global rollout by year’s end.
• This follows Pickford AI’s Cannes debut earlier this year, where the company showcased another interactive project called “First Date.”
• The Busan screening positions the project within the festival circuit’s emerging technology showcase, highlighting the growing intersection of AI and entertainment.
Why this matters: The production could establish new industry standards for ethical AI implementation and talent compensation in entertainment.
• Pickford AI CEO Stephen Piron emphasized fair compensation: “We want to work with the best talent in the world, and we want that talent to be paid fairly and generously. SAG provides us with a framework to do both. We hope that this project sets a new standard for how human talent can be ethically compensated as the entertainment industry increasingly embraces AI.”
• The project demonstrates how AI can enhance rather than replace human performers, with voice actors maintaining creative control while technology enables new storytelling formats.
What they’re saying: Cast members view the project as responsible innovation that protects performer rights.
• “It’s an honor to be part of Whispers, a project that points to the future of our industry,” said Tohoru Masamune. “As a long-time SAG-AFTRA professional, I have immense respect for Pickford for working hand-in-hand with the union to ensure the voice actors were treated with dignity and offered a contract that is both fair and forward-thinking.”
• “This collaboration establishes a vital model for how performers can continue to thrive as new technologies reshape the creative landscape,” Masamune added.
Company background: Pickford AI’s founders previously built and sold AI startup Dessa to Square, now known as Block, for over $100 million in 2020.
• CEO Stephen Piron and co-founder Cole Clifford gained attention at Dessa for creating an early viral AI deepfake of Joe Rogan.
• The pair expanded their AI expertise at Square before launching Pickford AI in 2024, focusing on entertainment applications.
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