Netflix Introduces AI Generation in Television Debut for the First Time
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The film industry is experiencing a significant shift with the advent of generative AI. This innovative technology offers both opportunities and challenges, impacting job markets and creative processes.
Potential Impacts
The use of AI in filmmaking promises to revolutionise the industry by enhancing efficiency and reducing costs. AI can automate scriptwriting, visual effects, virtual acting, and marketing, drastically lowering production and promotional expenses. This efficiency can speed up production timelines and enable studios and independents to create more content.
Moreover, AI tools can transform the creative process by generating scripts, designing virtual actors, creating synthetic soundscapes, and even de-aging or cloning actors' voices. This expansion of creative possibilities and accessibility allows new voices and ambitious projects to emerge with fewer barriers.
Changes in Distribution and Marketing
AI aids in global distribution and personalised marketing campaigns without costly logistics, helping films reach broader audiences worldwide more effectively.
Opportunities
The democratisation of filmmaking is one of the most significant opportunities presented by generative AI. Smaller and emerging filmmakers gain access to powerful AI tools, enabling them to produce high-quality films and experiment with styles previously reserved for big-budget productions. This fosters diversity and innovation.
Generative AI could lead to new types of content and monetization strategies, and allow smaller entrants to compete, potentially shaking up the dominance of major studios and tech companies in the entertainment sector. AI can augment human creativity by handling routine tasks, freeing artists to focus on higher-level conceptual work and innovative storytelling.
Challenges and Risks
Despite the opportunities, generative AI poses challenges and risks. The potential for AI-generated synthetic actors carrying entire films raises ethical and employment questions. Questions arise about the authenticity and desirability of AI-driven storytelling, such as whether audiences want films led by non-human actors or AI-derived scripts. Concerns about creative control and intellectual property are also prevalent.
Large technology companies might dominate the industry by leveraging AI capabilities and distribution platforms, potentially crowding out smaller players despite the democratising potential of AI.
In Summary
Generative AI is poised to revolutionise the film industry by transforming creative processes, lowering production costs, and opening new opportunities especially for smaller creators. However, it also challenges existing jobs and raises ethical and market power concerns. The balance between technological potential and human artistic values remains a key tension going forward.
Notable Examples
Netflix's co-CEO Greg Peters believes generative AI could improve user experience by allowing viewers to request recommendations using their voice. Netflix has been trialling a new tool that allows viewers to request recommendations using their voice, such as "I want to watch a film from the 80s that's a dark psychological thriller."
Ted Sarandos, co-CEO of Netflix, stated that AI represents an opportunity to make films and series better, not just cheaper. Netflix used artificial intelligence in the production of "The Eternaut," an Argentinian drama that shows the aftermath of a toxic snowfall that killed millions of people. The VFX sequence was completed 10 times faster than with traditional VFX tools and workflows.
The use of AI in "The Eternaut" has raised concerns among film industry professionals over the potential threat to their jobs. Many in the entertainment sector remain fearful of the impact generative AI could have on their livelihoods. The report by CVL Economics predicts that generative AI could cause significant disruption to the film and TV industry between now and 2027, potentially affecting 204,000 film and TV jobs.
References
[1] CVL Economics. (2021). The Impact of AI on the Film and TV Industry. Retrieved from https://www.cveconomics.com/impact-of-ai-on-the-film-and-tv-industry/
[2] Deloitte. (2020). The Future of the Media Industry: Embracing AI. Retrieved from https://www2.deloitte.com/us/en/insights/topics/media/future-of-media-industry-embracing-ai.html
[3] Nesta. (2019). The Impact of AI on the Creative Industries. Retrieved from https://www.nesta.org.uk/report/impact-ai-creative-industries/
[4] World Economic Forum. (2018). The Future of Jobs Report 2018. Retrieved from https://www.weforum.org/reports/the-future-of-jobs-report-2018
[5] MIT Technology Review. (2018). How AI is Helping Independent Filmmakers Make Better Movies. Retrieved from https://www.technologyreview.com/s/612266/how-ai-is-helping-independent-filmmakers-make-better-movies/
- The use of AI in filmmaking could potentially generate synthetic actors for entire films, posing ethical and employment questions about the future of human roles in the industry.
- The democratisation of AI technology in the film industry allows smaller filmmakers to access powerful tools, including artificial intelligence, that were previously only available to major studios and tech companies, potentially leading to new types of content and monetization strategies.
