AI technology is here and it is inevitably going to change the face of the creative industries, a situation that has caused some concern in the film and TV sectors in recent months. This is despite reassurances from many experts that creative roles will be the last to be effected by Artificial Intelligence-based technologies. So, reasons to be cheerful, or cause for concern? We have had a look at some of the ways that AI is currently being used in the media industries to try to answer that question:
According to Venture Beat’s Allie Shaw, a specialist in consumer technology, AI is already providing benefits to the TV advertising industry with the introduction of ‘Programmatic TV Advertising‘. This tech allows for automated personalisation of TV advertisements, meaning that consumers can be targeted more cost-effectively. In future, networks will be able to provide television viewers with more advertising that is relevant to them and less that they are not interested in seeing, due to on-the-spot demographic assessments.
It’s no secret that home entertainment providers like Netflix are already utilising AI to understand what individual consumers want to see more of, based on viewing and browsing history. Viewers’ unique profiles are then used to recommend content that should be particularly appealing, ensuring target audiences are reached effectively.
TV & film production
Concerns in the film and TV production sectors have been growing due to AI technologies that have begun to surface in editing, and even screenwriting, in recent months. In response, Director of Product Marketing at Verizon Digital Media Services, Jason Friedlander published ‘Don’t Fear The AI Future Of TV, Film‘ on MediaPost earlier this month. In it, he assures readers that AI is nothing to be feared by those in TV and film production, describing Artificial Intelligence as, “an exciting tool with the potential to push our audiovisual experiences to new heights”. He also says he believes that, “rather than replacing film editors, scriptwriters and other professionals, AI will most likely act as an assistant that suggests ideas and performs rote tasks [tasks that involve the process of learning or committing something to memory through mechanical repetition], allowing creatives to get to the business of creating”.
This is an opinion shared by Engadget‘s associate editor, Jon Fingas. In his review of AI technology used for the first time to add special effects in a recent music video production, Fingas sounds optimistic in his comments that AI, “may serve as an invisible helper that lets directors and cinematographers concentrate on their artistic vision, not technical limitations”.
We would love to hear how you feel about recent advances in AI technologies, particularly if you work in any of the creative industries. Please share your thoughts below!