AI, Entertainment Jobs, Tariffs Fueled Discussion at National Association of Broadcasters Show

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Last week, the 2025 National Association of Broadcasters Show concluded in Las Vegas, marking the end of a bustling event that drew approximately 55,000 professionals from the media and entertainment sectors. Although this number is still significantly lower than the pre-pandemic figures (90,000 attendees in 2019), it’s evident that artificial intelligence is driving a transforming industry, accelerating technological advancements and fostering the expansion of the creator economy. Interestingly, over half of the attendees (53%) were first-time visitors, and 26% hailed from countries outside the United States.

As a movie critic, I find myself captivated by Eric Shamlin’s insightful perspective on the transformative role of AI in our industry. In a recent panel discussion, he eloquently pointed out that we are now living in the era of the generalist. This shift is not only intriguing but also exciting as it underscores a renewed emphasis on creative vision.

With the advent of AI-driven tools, the barriers to entry for aspiring creators have been dramatically lowered. Imagine, if you will, crafting epic space operas from the comfort of your own bedroom! This revolution in technology promises an unprecedented unlocking of human creativity that could potentially redefine our understanding of what it means to be a creative individual.

Previously, the realm of creativity was somewhat exclusive. However, with this technological advancement, we are witnessing the shattering of those limitations, opening up opportunities for a vast and diverse array of individuals to unleash their creative potential.

Participants discussed various aspects, including the creative control, potential benefits of AI for increasing speed and reducing costs in production, as well as challenging issues related to job displacement and data authenticity. Shamlin underlined his dedication to ensuring that AI is used ethically, not superseding artists, and advocating for a role in determining how these tools are adopted.

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The debate covered creative control, ways AI could expedite and economize production, along with tricky adoption problems such as job security and data integrity. Shamlin underscored his focus on using AI ethically, preserving artists’ roles, and advocating for a say in the implementation of these tools.

Janet Yang, president of the Academy of Motion Picture Arts and Sciences, highlighted the importance of maintaining “human creativity” during a recent panel discussion at an annual gathering, marking her initial attendance. She expressed, “We must ensure there’s a person guiding AI.” In essence, she conveyed a sense of optimism, albeit cautious, that we will discover a solution for integrating artificial intelligence into our lives effectively.

AI tools can be found throughout the vast exhibition hall, encompassing technology for content exploration, workflow management, and content generation. Karen Chupka, executive vice president of NAB Show, commented, “It’s a realm of exploration.” She added, “There’s an effort to distinguish reality from hype surrounding AI. I believe attendees are eager to learn.

As a movie enthusiast, I immersed myself in the bustling exhibition halls recently, where I got to witness demonstrations of cutting-edge AI tools and engage in thought-provoking conversations. It’s clear that these interactions are evolving rapidly. In fact, over the past year, we at Adobe have been dedicated to fostering connections within the community and working closely with organizations such as ACE and MPEG. We’ve also had rigorous business discussions with UTA, ensuring a strong bond between us.

At NAB, Adobe unveiled Generative Extend – an AI tool incorporated into its Premiere Pro video editing software. This feature is intended for tasks like elongating frames at the start or end of a clip, as well as producing “room tone” audio edits in areas where it’s currently absent. Keane stated that the primary request from Hollywood is to maintain creativity and control over the creative process. They are intrigued by AI, but mainly seek AI solutions that can handle technical aspects, allowing them to concentrate on the creative part of their work.

As a movie enthusiast, I’m thrilled about the latest addition to Avid Media Composer – the DeepEditor from startup Flawless. This innovative AI tool is designed to streamline dialogue editing and enhance performances. In fact, Flawless’ senior vice president of customer success, Peter Busch, has been discussing with organizations like SAG-AFTRA and MPEG about the application of these tools and providing necessary training.

I’ve been collaborating with the tech committee of the Editors Guild for the past couple of months, focusing on exploring a specific tool. They were keen to delve deeper into its capabilities. Flawless offered trials of their tools, while MPEG provided valuable insights. The upcoming talks revolve around training aspects. I suggested that this technology could potentially enhance job opportunities in editing. For instance, it could empower assistant editors to take on the role of effects editors, as we’re essentially performing a visual effects edit.

Amidst over a thousand exhibitors, there were numerous AI-related announcements that were hard to keep track of. Among them was Blackmagic’s latest edition of their postproduction system Resolve, now featuring AI IntelliScript for generating timelines from text scripts and an AI Audio Assistant. Also present were several emerging AI companies, such as TwelveLabs, which specializes in video analysis tools for the media and entertainment sector. At NAB, TwelveLabs revealed a partnership with Amazon Web Services, enabling them to offer their tools on the Amazon Bedrock developers platform.

Amid the ongoing trade war, the potential repercussions of tariffs on entertainment technology manufacturers and their clientele were undeniably felt at NAB. As a member of the Hollywood postproduction community, I can attest that the apprehension was tangible – it was downright terrifying. The unease is palpable; things could become unbearable in this specialized business. If prices escalate to such an extent, I believe people will simply stop purchasing products here in the U.S. We’ve already seen runaway production, and now we might see runaway manufacturing as well.

The next NAB Show will be held in Las Vegas from April 18-22, 2026. 

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2025-04-15 00:51