Artificial Intelligence challenging Hollywood: Inexperienced individuals are venturing into AI implementation within the movie industry.
Google partners with filmmaker Darren Aronofsky's studio, Primordial Soup, to harness the power of artificial intelligence for storytelling. This partnership will see the production of three short films by emerging filmmakers, utilizing Google tools, including the text-to-video model Veo. The first film, "Ancestra," directed by Eliza McNitt, is due to premiere at the Tribeca Festival on June 13. Google's Veo 3 allows users to create videos with sound effects, ambient noise, and speech, while the new Flow film creation tool is essentially editing software that uses Google AI functions.
Google's push to integrate AI in storytelling coincides with an initiative to improve the technology's public perception. The tech giant is collaborating with filmmakers to create shorts that present AI in a more favorable light. Despite cautious attitudes from traditional studios, many newer, digitally-native studios and creators are embracing AI.
The use of AI in filmmaking raises concerns about copyright infringement and job displacement for human animators. Traditional studios are wary of using models trained on copyrighted material and fear upsetting entertainment worker unions. Daniel Neely, co-founder of startup Vermillio, noted that copyright issues remain a challenge for AI-curious studios, especially with the amount of copyrighted material being mined to teach the models.
Animation startup Toonstar, which uses AI throughout its production process, claims that leaning into the technology would make animation 80% faster and 90% cheaper than industry norms. However, many in the traditional animation business are skeptical, as they face potential job losses due to automation.
Opponents of AI argue that it isn't a replacement for human creativity, but rather a tool to enhance it. While AI-assisted content shows promise, it often lacks the authenticity of human-generated content. Google's tools show that AI is becoming more accessible, although they remain expensive for many users.
The future of AI in the film industry is uncertain, but many entertainments companies are experimenting with the technology. In recent times, Meta has partnered with horror studio Blumhouse and James Cameron's venture Lightstorm Vision on AI-related initiatives. AI firm Runway is working with Lionsgate. The movie industry, plagued in part by high special effects costs, is motivated to stay at the forefront of technological advancements.
- The partnership between Google and Darren Aronofsky's studio, Primordial Soup, involves utilizing AI for storytelling and producing three short films by upcoming filmmakers.
- Google's Veo 3 enables users to create videos incorporating sound effects, ambient noise, and speech, while the new Flow tool serves as editing software employing Google's AI functions.
- Google is working with filmmakers to present AI in a favorable light, aiming to improve AI's public perception.
- Traditional studios are cautious about using AI due to potential copyright infringement and concerns about job displacement for human animators.
- Despite these concerns, newer, digitally-native studios and creators are more open to adopting AI, like Animation startup Toonstar, which believes AI could make animation 80% faster and 90% cheaper.
- The entertainment industry, including streaming platforms like Meta and studios like Lionsgate, are exploring AI-related initiatives to reduce high special effects costs and stay competitive.
- While AI lacks the authenticity of human-generated content, its role in the future of the film industry remains uncertain, with ongoing experiments in Los Angeles and California.
