You'll soon be able to talk to something kind of resembling Marilyn Monroe, via AI

Inviting any old random on the Internet to engage with an artificial intelligence of the most infamously oversexualized star in the history of Hollywood: what could go wrong? Marilyn Monroe is the latest deceased star to be nonconsensually exhumed for the purpose of… well, it’s not really clear what the purpose is, in this case. According to the ominously named AI company Soul Machine, “Digital Marilyn is a powerful example of how AI can go beyond entertainment to inspire and educate.” Inspire people to say completely inappropriate things to a computer graphic, maybe, and who the hell knows what kind of educating will be going on!

The Digital Marilyn project, which is being previewed on Friday at SXSW, “showcases our Biological AI, bringing an iconic personality to life through engaging dialogues and emotional intelligence,” Soul Machine CEO and co-founder Greg Cross said in a statement (via Variety). “It’s more than nostalgia; it’s a glimpse into the future of immersive interactions.” This literally soulless recreation of the star has obviously been signed off by Authentic Brand Groups, which manages the rights to Monroe’s image and likeness. “Marilyn Monroe remains a timeless icon, inspiring generations with her talent, charisma, and enduring legacy,” Dana Carpenter, EVP of entertainment at Authentic, said in a separate statement. “We are thrilled to partner with Soul Machines, whose cutting-edge technology is the perfect match to bring Marilyn to life in the AI age. While Marilyn Monroe can never be replaced or duplicated, Digital Marilyn opens exciting possibilities for multiple generations of fans to engage with her in a whole new way, fostering a deeper connection and appreciation for her enduring spirit and the mark she left on the world.”

Digital Marilyn is part of Soul Machine’s “Digital People” AI endeavor. In terms of graphics, these “digital people” look about equivalent to the ones this writer remembers in early 2000s Nancy Drew computer games. That is to say, they are mostly still cartoonish with just enough human characteristics to qualify as uncanny valley. But the sales pitch for Soul Machine is not the graphics but the “Digital Brain™” which “is modeled on human systems like Sensory, Nervous, and Motor.” This is supposedly how the company’s avatars like Digital Marilyn are “capable of engaging in natural, dynamic conversations that feel authentic and responsive.”

Soul Machines wants to sell other companies on this technology, suggesting you make your own “Digital Person” to serve as a website assistant, brand ambassador, financial advisor, influencer, “and much more!” It has also already partnered with a few celebrities, including Carmelo Anthony, Jack Nicklaus, Mark Tuan and Francis Ngannou. Unlike a chatbot wherein you exchange texts with the AI, if you sign on to have a conversation with one of these Digital Celebs, you’ll be prompted to turn your camera and microphone on for a real conversation. (“For the Digital Person to be able to interact with you in an authentic and human way, their Digital Brain™ needs to collect and process information about your expressions.”) A disclaimer asks that you “please be patient if I’m slow to respond or surprise you with the occasional oddity,” and the company warns that it is not responsible for the conversations you have with its “autonomous” digital people, nor do the digital people’s conversations represent the beliefs of Soul Machine. “The GPT integration is designed to showcase the power of technology—therefore the conversation content should not be taken as advice or guidance of any kind, and Soul Machines will not be responsible for any loss suffered as a result of reliance on such content, or use of this experience in any way,” reads the disclaimer.

Sometime in the near future after clicking “I agree” you’ll be able to have a conversation with a lifelike, or lifelike-ish, Marilyn Monroe. “It’s as if the spark of Marilyn herself has been translated into the AI age, offering a unique and deeply personal connection for both devoted fans and curious newcomers,” Soul Machine promises. As for why the company chose to resurrect this particular celebrity, “Her impact transcends generations. Her artistic brilliance, unwavering individuality, and enduring cultural influence continue to inspire artists, fashion designers, musicians and writers worldwide,” is the explanation.

That’s all true—Monroe has long been a subject of intense fascination, often in an unhealthy and exploitative way. (See the movie Blonde, both for depictions of the exploitation and, arguably, as an exploitation of Monroe in itself.) But Soul Machine’s apparent mission statement is to deliver the “full capabilities of human and machine collaboration in an ethical, responsive, and unprecedented way.” A statement from Cross on the website reads, “At Soul Machines, our AI technology is focused on how we can deepen engagement and connectivity between celebrities and fans across the globe. Our technology is never used to replace entertainers, and we partner directly with the world’s leading talent and their estates to ensure it is a true partnership that is approved by, and benefits, the artists we work with.”

The problem here is, Marilyn Monroe hasn’t approved and certainly doesn’t benefit from becoming a Digital Person. Nor, really, do fans benefit from speaking to an artificial intelligence version of her. It’s not her intelligence, and it’s not her soul. By Soul Machine’s own disclaimer, you shouldn’t rely on Digital Marilyn to “educate” you with any degree of accuracy. If you’re “inspired” by talking to a computer, well, that’s great, but you don’t have to pretend it’s Marilyn Monroe. Digital Marilyn can’t do much beyond mimic “Marilyn’s signature voice and style.” Soul Machine says she’s “a glimpse into a future where digital connections are meaningful, personalized, and emotionally intelligent.” But we have real people and real art for that. Try watching Some Like It Hot instead!