‘A chilling prospect’: should we be scared of AI contestants on reality shows?

Netflix’s hit show The Circle recently introduced an AI chatbot contestant, a potentially worrying sign of where we’re heading

According to his profile, Max, a contestant on season six of the Netflix reality show The Circle, is 26 years old, brunette and into his Australian shepherd, Pippa. He is a veterinary intern from Pismo Beach, California, and a bit cheeky – “single, but my dog is taken”. He enters into the Circle chat, the fake social media service contestants use to vie for $100,000, posting either as themselves, an embellished version of themselves or a fully fake identity, with ease. “I like this guy! He seems so real,” says Lauren, a fellow twentysomething hoping to build enough online alliances and secure enough positive peer reviews to win, upon seeing Max’s profile.

You just know the producers ate that up, because “Max” is the front for an AI chatbot, a new gimmick to up the ante in this middleweight reality show. The Circle has nowhere near the following of Love Island, but hasn’t sunk to the bottom of the streaming service slush pile – and is the latest example of artificial intelligence’s seemingly inexorable creep into our entertainment. As we continue to determine the line for use of AI in film and TV, from the recent AI-generated promotional posters for A24’s Civil War to, far more egregiously, suspected use of AI-manipulated old “photos” in the Netflix documentary What Jennifer Did, The Circle seeks to wring some low-level fun out of all this existential anxiety. Max, we’re told by the relentlessly cheery host Michelle Buteau, is open-source generative AI trained on previous seasons of the show. He’s essentially a glorified ChatGPT, which already feels like old news in the warp-speed trajectory of widespread AI use, but with fake profile photos provided by the comedian Griffin James.