Melody Hildebrandt, Fox’s chief technology officer, said at TheGrill conference on Tuesday that Hollywood studios need to approach artificial intelligence as a “peer” rather than a subordinate of Big Tech. “There’s an incredible opportunity, but I think we really need to consider ourselves on par with Big Tech in leveraging it,” she said.
Hildebrand spoke on TheGrill’s panel “The Next Frontier: How AI is Reshaping Studio Systems” with Yves Bergquist, Director of AI and Neuroscience in Media at the USC Entertainment Technology Center .
While Hildebrandt expressed strong belief in the usefulness of AI, he pointed out that the entertainment industry cannot be limited to content creators being sucked up by AI.
“Again, there is a real risk that we end up just being an input,” Hildebrandt said. “And I think we’ve been through this rodeo a little bit before with a short-term view in terms of technology, but we really want to take a long-term view and participate as an equity owner throughout the development. We need to put the right guardrails around technology so it can be leveraged in an equitable way. ”
Bergquist explained how AI is already deeply integrated into filmmaking beyond just effects. He said a studio executive recently told him and others, “There’s not a single shot that this studio releases that doesn’t have AI influenced in some way.”
Hildebrandt foresees a future for the industry where entertainment producers are on the offensive to use AI to expand their capabilities and stay competitive in larger markets.
“I think we need to embrace and experiment with the use of technology,” Hildebrandt said. He noted that there are uses of AI that Fox is already implementing that could “actually increase competitiveness, enhance storytelling, increase content packaging, and improve employee productivity and performance.” “I believe we can improve this,” he said.
Hildebrandt shared how AI is being secretly shared across projects in ways that many viewers are unaware of, such as on FOX sports broadcasts. Hildebrandt also noted that Fox is encouraging employees across the organization to use AI in their daily work, using ChatGPT’s customization options to automate key parts of their workflows and deploying AI across the company. I gave an example of a staff member who works with metadata. various systems.
Hildebrand also wants to see a defensive approach to how AI companies try to seize content without permission, noting that studios are starting to license content to AI technology companies. She believes there is a “real chance” but added: Training is based on content. ”
Focusing on how AI can change who creates entertainment projects of the future, she explores how AI tools are being used by people who started out by releasing short-form content on platforms like YouTube and TikTok. We have pointed out if and how you can use these generation tools. It’s about producing an entire movie on a tight budget with the help of a company like Fox.
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