A.I. Pop Culture Is Already Here

Last month, a YouTube user named demonflyingfox uploaded a video titled “Harry Potter by Balenciaga.” It showed characters from the Harry Potter films—Hagrid, Ron, Hermione, Snape, McGonagall, Dobby—as gaunt models with aggressive cheekbones (slightly yassified), dressed in gothic capes and leather jackets. Set against a catwalk-worthy electronica beat, the actors blink, nod, and speak lines from the books which have been remixed with fashion references. “You are Balenciaga, Harry,” Hagrid says, instead of breaking the news that Harry is a wizard. The video is strange and hilariously sinister. In three weeks, it has received almost five million views; a sequel, released less than a week ago, has netted more than a million and a half. Pop-culture mashups of one famous thing with another are an archetype of Internet meme-making. What’s unusual about “Harry Potter by Balenciaga” is that it was generated with artificial-intelligence tools. As the video’s creator, the Berlin-based photographer Alexander Niklass, who made the demonflyingfox channel, told me, the video demonstrates a newfound ability of A.I. to “create filmlike moments.”