AI holds immense promise, often referred to as a “treasure trove,” while simultaneously posing potential risks, likened to a “time bomb,” according to Rich Welsh, Deluxe’s senior VP of innovation and president of the Society of Motion Picture and Television Engineers.
At the HPA Tech Retreat on Wednesday, an engineering conference being held this week in Palm Springs, Welsh addressed some ongoing efforts and choices regarding AI legislation, a topic shrouded in uncertainty. “Creative works should rightfully belong to their creators,” he stated. “But how can you effectively protect them if there’s no means to verify ownership?” he pondered. “This, in my view, is a potential threat waiting to explode.
Later, he shifted the discussion towards the untapped potential hidden in the vast collections of content owned by media and entertainment firms. “Each time we produce a TV show, a movie, or a commercial,” he stated, “we generate an enormous amount of data that often gets discarded afterward or stored inaccessibly.” He emphasized that this inaccessibility is precisely where our advantage lies, as such materials are not commonly found on social media or the internet. To drive home his point, he mentioned examples like script notes, concept art, and soundtrack arrangements, which rarely become public. This, he explained to the approximately 500 attendees, is our unique selling proposition.
However, he contended that the data not accessible to the public does hold significance. “Artificial Intelligence firms cannot simply obtain this data without approaching you for it,” he explained, but cautioned that there’s a catch. “I’d wager that, for many of you, you can’t just access it either. It’s not something you have readily available.
He emphasized the necessity of labeling this content with rights details. “This aspect will grow increasingly crucial for utilizing your data,” he pointed out. “I believe that from a moral standpoint, regardless of legal considerations, this is the right course of action.
Additionally, he emphasized that participants should consider various possibilities for their archives beyond simply movies. He suggested contemplating alternative uses such as retail, virtual reality, and the metaverse. In essence, he encouraged them to think about additional AI applications that could be developed using their data and the worth it would add to their content. Lastly, he reminded everyone to always maintain ethical standards.
His presentation was among several in a busy schedule featuring various speakers discussing diverse topics related to AI. The HPA conference continues until Thursday.
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2025-02-20 02:48