So this was a topic that I didn't expect to make so soon, in fact, I was going to make a blog this week about the best AI tools to use for filmmakers but recently I saw some quotes about AI in the film/TV industry and I had to share my thoughts on this. I will share the quotes here but I want you to be aware that my opinion is not aimed specifically at any one person but a more widely discussed topic of the use of AI in the creative industry.
The quote comes from an exclusive interview from the Russo Brothers with the publication Collider. It's a long interview with a multitude of topics being discussed but I want to highlight their quotes when asked "When Will AI Take Over the World... of Entertainment?"
"RUSSO: This is like a mind-bending question, right? I mean, we've had conversations about how it can be used, and look, Gen Z is very unique because it's a generation that has– If there were incremental movements in technology over the last, say, 100 years, 150 years, they were the first generation with an exponential movement, right? So there's a real possibility now for technology to become a really important factor in our lives because it's been embraced by Gen Z, and they grew up with it, they understand it, they know how to use it. That's important, right? We're not in a world where, you know, your uncle doesn't know how to send emails anymore. We're in a world where the entire generation has a facile expertise in it, and is also not afraid of it."
"So potentially, what you could do with it is obviously use it to engineer storytelling and change storytelling. So you have a constantly evolving story, either in a game or in a movie, or a TV show. You could walk into your house and save the AI on your streaming platform. “Hey, I want a movie starring my photoreal avatar and Marilyn Monroe's photoreal avatar. I want it to be a rom-com because I've had a rough day,” and it renders a very competent story with dialogue that mimics your voice. It mimics your voice, and suddenly now you have a rom-com starring you that's 90 minutes long. So you can curate your story specifically to you."
(Source: TAMERA JONES, "Joe Russo & 'Fortnite's Donald Mustard Weigh In on the Future of Storytelling, Gaming & Entertainment [Exclusive]", Collider, 24th April 2023)
You won't find anyone who embraces the use of using technology more than me, especially AI and how it can help accelerate the human race in all industries and walks of life but to have AI create entire films and shows based on a person's preferences and previously watched content sounds like a page ripped straight out of George Orwell's 1984. I believe that using AI to improve, revise and enhance films and TV is the best way forward as there are some brilliant use cases and tools which I will go over some of my favourites in a future blog post of mine. But my real issue lies with 2 points.
Point 1: The creative workforce
One of the main concerns surrounding the use of AI in the creative industry is the impact it may have on the creative workforce. While AI may be able to create competent stories and films, it could also devalue the hard work and expertise of those in the industry. This could make it even harder for newcomers to break into the industry and could lead to executives seeing creative professionals as disposable if they can get AI to do the job just as well, if not better, and without having to pay a decent wage and benefits.
Point 2: The philosophical issue
Another concern is the philosophical issue of what counts as "original." While some may argue that nothing is truly original and that everything is just an adaptation of someone else's work, others believe that there is a certain level of originality in the creative space that cannot be replicated by AI. This could lead to unintentional copying of someone else's work or the creation of generic cliches that would not be present if a human were doing the task
Conclusion
While the use of AI in the film/TV industry may have its benefits, such as improving, revising, and enhancing films and TV shows, it's important to tread carefully and not let AI completely take over. We need to embrace the power of AI while also being mindful of its limitations and the potential impact it may have on the creative workforce and the art itself.
Personally, I tend to side with the actual creative people in the industry. AI is an extremely powerful otherworldly being that has landed on Earth, and it's not going anywhere - so we need to embrace it, but we also need to be very careful with what we allow it to do. In the film/TV industry, AI can certainly be used to great effect in a number of ways - but we shouldn't use it as a way to get rid of the heart and soul of what makes films and TV such incredible, moving, and inspiring escapism for so many people.
Thank you!
Sources:
Russo Brothers Interview: Joe Russo & Donald Mustard on Future Storytelling, Gaming & Entertainment (collider.com)
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