June 10, 2024

AI and Filmmaking: A Round Table Conversation

AI and Filmmaking: A Round Table Conversation

At the NAB 2024 conference, a pivotal discussion took place titled "AI and Filmmaking: Are We Doomed?" Eric Toulain of Ateliere joined a round table of experts to shed light on the evolving relationship between artificial intelligence (AI) and the film industry. With the rapid advancements in AI technology, the conversation delved into the potential impacts, ethical considerations, and the future of filmmaking in an increasingly AI-driven world.

AI: A Tool for Enhancement, Not Replacement

Toulain began by dispelling a common fear: that AI will replace human creativity and jobs in the filmmaking industry. "AI will be used as a tool to help enhance productivity and monetization use cases," Toulain explained. "It will help us make fewer mistakes. AI won’t replace humans because we still need the specificities of human skills like creativity. Some of those skills the machine is not able to replace."

This perspective sets a hopeful tone for the integration of AI in filmmaking. Rather than viewing AI as a threat, Toulain encourages the industry to see it as a complementary tool that can augment human capabilities, leading to more efficient and innovative production processes.

The pace of AI development has been staggering, and Toulain emphasized the importance of preparing for the future. "What’s going to happen in the next five years? That’s a really important question. We see the progress going faster and faster, especially in the last few months. I think it's important to set in place those guardrails, especially on the legislation side, around how we manage intellectual property."

Toulain pointed out that Europe is currently leading the way in establishing legislative frameworks to regulate AI. He stressed the necessity for the film industry to be proactive in embracing these changes to ensure that the integration of AI does not negatively impact the creative community.

Overlooked Impacts: Change Management and Human Integration

One of the key areas often overlooked in discussions about AI is change management. Toulain highlighted the importance of integrating AI tools within workflows while considering the human aspect. "How do you help your people not fear this change? How do you help them use those tools? Because there will be a point where everyone will have to use those tools and know how to use them, otherwise they will be irrelevant."

This insight underscores the need for comprehensive training and support systems to help industry professionals adapt to new technologies. Ensuring that the workforce is comfortable and proficient with AI tools is crucial for a smooth transition and sustained success.

Privacy and Intellectual Property: Ethical Considerations

The discussion also touched on the contentious issue of privacy in the age of AI. "We already gave up on our privacy two decades ago with social networks where we gave our data for cheap," Toulain remarked. "Today, data is just becoming money; it’s a currency. So, I don't see anything changing here."

However, Toulain acknowledged the complexities surrounding intellectual property (IP). He emphasized the importance of understanding what differentiates human-created art from AI-generated content. "As a human, I'm going to create art based on my own sensitivity and influences from past artists. The machine, on the other hand, is inspired by the models we give it. If we’re giving models of models, it's going to somehow create something unique at some point."

This raises significant ethical questions about originality and ownership in AI-generated art, highlighting the need for clear guidelines and protections for creators.

Synthetic Actors and the Quest for Authenticity

The conversation then shifted to the concept of synthetic actors and their potential impact on the industry. Toulain pointed out that while animation movies have long used voice actors and writers to bring characters to life, the evolution of synthetic voices and avatars presents new challenges. "Voice actors now don’t want their voices used by an engine without consent. They’re going to ask for contracts that specify 'my voice is my voice; you can't use it.'"

Despite these advancements, Toulain believes that audiences will continue to seek authenticity in content. "People will still chase for truth in the content they’re looking for and will still look for authenticity. We won’t just buy everything that is AI-generated and take it as is. We will need to sort out and find the nuance in what we consume and how we want to consume it."

Monetizing AI-Generated Content: A New Frontier

Finally, the panel discussed the monetization of AI-generated content. Toulain compared this emerging market to the rise of stock footage, Airbnb, and Uber, where individuals can contribute without full commitment. "People will be able to provide their voice or face. Now, is it going to bring a lot of money? I'm not sure. Will some people rise to the top because they have specific features that make them valuable for storytelling? Potentially."

This analogy highlights the democratizing potential of AI, enabling more people to participate in the creative process. However, it also underscores the importance of finding sustainable ways to compensate creators and ensure fair competition.

Conclusion: Embracing the Future with Caution and Optimism

Eric Toulain's insights at NAB 2024 provided a balanced view of the future of AI in filmmaking. While acknowledging the challenges and ethical considerations, he remains optimistic about the potential for AI to enhance the industry. By setting legislative guardrails, supporting workforce adaptation, and maintaining a focus on authenticity, the film industry can navigate this transformative period with confidence.

As Toulain aptly summarized, "We have to be part of this change, embrace it, and make sure that we're not impacting the rest negatively." The future of filmmaking may be uncertain, but with thoughtful integration and ethical considerations, AI can become a powerful ally in the creative journey. Watch the entire discussion in this video.

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