In an insightful SXSW 2026 segment, panelists look at the long term implications of AI in entertainment – including ethics, performer identity, and audience trust as AI content becomes harder to distinguish from human work. Reed Smith and in-house counsel discuss AI generated performances, the use of deceased artists’ voices and likenesses, disclosure requirements, and the limits of current IP and publicity-rights laws. Their shared takeaway: Sustainable innovation requires not just legal compliance, but ethical decision-making and transparency with creators and audiences.