Industry Insider: Generative A.I.
During the Hollywood strikes, many problems were put on the table – livable wages, working conditions, residual checks, streaming, etc. – but a new, and unique, issue was presented that had many writers, actors, and cinephiles alike concerned: Generative AI.
Generative artificial intelligence can be defined as a computer system capable of creating images, videos, scripts, etc., without the need for human involvement. In other words, AI can create original ideas through data input and little to no human interaction.The creation of AI has undoubtedly concerned many across all professional fields, and Hollywood is no different. After the Hollywood strikes, however, there seems to be a unique impasse amongst the entertainment industry. Many believe that it can be used to aid production by its development of new tools that add to both the creative and behind-the-scenes processes. Others believe that it is a dangerous approach to innovation as many studios will rely on its accessibility, putting others out of work. In this article, A Hot Set will analyze Variety Intelligence Platform’s article Generative AI in Film and TV to understand how this new frontier has entered Hollywood and the subsequent attitudes and effects of its implementation.
Although not fully integrated into Hollywood, many studios have begun beta-testing the various implementations of generative AI in film and television. This includes AI tools in previsualization, production, and post-production, and content localization.
With previsualization, there are various ways a studio can implement generative artificial intelligence – one of them being concept art. Concept art is the practice of creating designs for characters, environments, and overall themes and visualizations for the film or series. Normally, concept art would include stock art, references from the web, and artist creations; however, with AI, there can be a new way of creating original and fast concept art that can be more specific to the director or writer's creative imagination. According to the Variety article, “AI imagery is also being used to facilitate and speed up the back-and-forth process between stakeholders on a production, toward aligning on the concept before an artist renders the final assets themselves in detail.”
It is evident through the category of previsualization, that generative artificial intelligence can be used alongside human intelligence, creating a more effective production process. Working alongside artists, AI can be used as a tool to speed up busy work. Some are concerned, however, with the implementation of AI in concept art. Specifically, with how generative AI looks. While AI images are generally effective in producing eligible art, there are distinctive features of an AI-produced image, which creates inaccuracies with body and structure – elements that are crucial to informing artists of the mechanics of a character or object movement for VFX, prop builder, or a 3D model. Thus, with previsualization, it might be more wise to stay with human creation rather than generative AI.
Amongst the various ways that generative artificial intelligence can be involved in Hollywood, AI in production and post-production seem to be the most controversial; however, it may not be as much of a pressing concern as many think it to be. In Hollywood, both OpenAI and Google have engaged with the production side, using the AI video models Sora and Veo to test video generation. These computer models can be compared to more updated versions of CGI (Computer-Generated Graphics). While the idea is being tested, and potentially, implemented, professionals have found that artificial intelligence has not been able to replace the accuracy and look of physical cameras; the quality and controllability of AI are too unreliable, making investing in the norm to be more substantial. Video generation, however, can be used in other ways.
The Variety article states that “video models will allow production to cheaply and easily make B-roll [footage that isn't the main action] or insert shots used in place of stock footage… [and] further enable ‘footage’ otherwise unachievable with camera or traditional VFX…” AI can be used to work alongside artists rather than replacing them. With the implementation of generative artificial intelligence, many productions can help further the scope of creativity by allowing AI to be used in a non-intrusive way.
Generative artificial intelligence is in Hollywood – that much is clear. With its current use in all aspects of filmmaking, it can be concluded that it will not be leaving anytime soon: “Fully 79% of U.S. M&E decision makers noted their company was either exploring, testing or actively deploying generative AI – with nearly half (49%) having implemented it in a few or several areas of business.” Ultimately, implementation will not only change jobs and compensation value, it will create changes to creative skill sets. According to the survey conducted by Variety, most workers believe that generative AI can be used in almost all aspects of creative task that was listed; however, there still seems to be skepticism over how well AI can perform a task compared to a human.
Perceived Effectiveness of Gen AI for Creative Tasks (percentag)
This skepticism and overall lack of ability have allowed AI to be integrated into Hollywood. However, this does not mean that ethical implications are not being evaluated; both consumers and workers alike believe that “permission should be required for AI training or common scenarios where gen AI is used for style likeness replicas.” There is also the legal implication with generative AI that prevents it from being used to output living artists' styles, likenesses, and copyrighted intellectual property.
Ultimately, Generative AI has found its place in Hollywood, although not as swiftly as initially anticipated. Its integration has primarily served functional roles such as producing concept art, filling gaps in B-roll footage, enhancing VFX capabilities, and more. Despite these advancements, there are notable limitations. Both consumers and industry professionals remain skeptical, which has tempered the rapid adoption of AI technologies.
However, there is recognition of the potential benefits generative AI can bring to the creative process. By fostering a collaborative approach between filmmakers, production executives, and AI developers, there exists an opportunity to harness this technology effectively without overshadowing the human element of filmmaking.
