Actor-director and entrepreneur Mark Wahlberg told the TechCrunch Disrupt audience that he believes artificial intelligence (AI) can have a place in filmmaking if used appropriately. He also said he is open to having an AI reproduction of his likeness used to continue aspects of his career in the future.
Using AI to enhance production elements
Wahlberg said he may employ AI to enhance certain elements of the upcoming Pete Rose biopic, in which he will play the title role. He described the project as "a fairly expensive movie," and suggested AI could be used to bolster the stadium environment and similar production details. At the same time, he warned against relying on AI to fully replace creative roles: "I don't think you should just, you know, put an idea into ChatGPT and it puts out a script, and then you should go make that and not use real actors. But if you can use it to enhance what you're doing, I'm all for that."
Wahlberg emphasized that storytelling should remain central to filmmaking. He reflected on his experience with large, effects-driven pictures, noting he was at a fortunate moment when films like Jurassic Park and The Perfect Storm pushed computer-generated imagery forward. Now, he said, those kinds of technological milestones are harder to achieve, and he values authentic storytelling over spectacle for its own sake.
Openness to facial and body scanning via CAA Vault
When TechCrunch Editor-in-Chief Connie Loizos asked about the CAA Vault — the Creative Artists Agency facility that offers body, face, movement, and voice scans to create AI replicas — Wahlberg said he has not visited but would consider it. He said it could be appealing for his children or grandchildren to control his likeness and use it in "some good movies," depending on how the industry evolves.
He added he would not oppose an AI version of his likeness continuing his upcoming animated series Ted for decades if there is an audience for it: "I think it's cool if I'm no longer able to do it or don't exist, and if it could continue and people want to see it, I think it'd be interesting to see where things go." Wahlberg argued consumers will have broad opportunities to watch what they want, and when a real audience exists for a particular use of likeness technology, they should be able to access it.
Conclusion
Wahlberg presented a pragmatic view: he supports AI when it supplements production and strengthens storytelling, but rejects using it as a wholesale substitute for actors and creative work. He is open to exploring likeness-capture technologies for future projects such as the Pete Rose biopic and the Ted animated series.
