Creative and Marketing Execs Discuss AI’s Present and Future in Film at Sundance: ‘It’s Going to Touch Every Single Aspect of Production’

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At the Sundance Film Festival, a discussion titled “AI in Entertainment: EbMaster & Adobe’s Vision for the Future” took place among film industry leaders. They discussed the current applications of AI in the entertainment world and predicted its impact on the industry in the coming years.

At the helm was a discussion, orchestrated by Brent Lang, executive editor at EbMaster, that included Meagan Keane, product marketing director at Adobe Pro Video, Dave Clark, co-founder and creative head of The Promise, Paul Trillo, writer, director, and partner at Asteria, Jason Zada, founder of Secret Level, and Angela Russo-Otstot, chief creative officer at AGBO.

Keane outlined the two main categories of AI being discussed within the industry: assistive AI and creative AI. She mentioned that her company is exploring ways in which AI could streamline processes for filmmakers and artists, “At Adobe, we’re pondering over the concept of generative AI as a means to eliminate obstacles, to smooth out the filmmaking process,” she stated.

Clark considers AI to be a “device,” implying that as creators, we hold the responsibility for the impact of technology on our field.

Clark is a traditional artist who studied fine arts at Pratt and filmmaking. He views this as an exciting chance to express and share stories in new, innovative methods, as compared to what was previously possible.

The panelists discussed how AI can be used for various filmmaking tasks.

As an enthusiast, I wholeheartedly agree with Trillo’s perspective. Regardless of one’s interest in AI, its influence will be profound and far-reaching, impacting every facet of production we know. It’s all about maintaining our unique voice amidst this transformation.

Zada said at his company, “every single part of the process uses AI.”

AGBO is investigating various applications of Artificial Intelligence (AI), even for transmedia projects, as stated by Russo-Otstot. “The artist has the reins, guiding the journey, but AI can help alleviate limitations and it can create intriguing and inspiring possibilities in an incredibly engaging way.

During discussions about the moral aspects of AI usage, the panel proposed strategies to preserve the creative element inherent in humans.

Trillo advised artists to be cautious about allowing the styles within their training data to merge and overpower their unique vision, and also not to rely on it excessively as a support.

“You need to have artists that are still making new aesthetics,” Trillo added.

Panelists emphasized that filmmakers need to be engaged in industry discussions of AI.

Keane emphasized that active involvement in discussions about the technology’s development is crucial because, if left unattended, its progress will continue regardless, potentially shaping itself in a manner undesired by you.

As a movie aficionado, I can’t help but share my excitement about the time-saving capabilities of AI. You know, it’s no joke when I say that sifting through stock photos and compiling pitch decks will be a thing of the past for all us filmmakers out there. It’s just not going to happen again! Clark had a bit of fun with this, but the truth is, AI is here to streamline our creative processes.

Keane mentioned how Adobe Premiere Pro now lets users translate captions into various languages.

Keane mentioned that an intriguing aspect of AI’s potential is its ability to facilitate the telling of larger, more complex narratives by making storytelling accessible to a wider audience.

One key discussion at the meeting centered around the impact of AI on employment – specifically, both the potential for job losses and new positions created. In Russo-Otstot’s opinion, it’s crucial to recognize the differences between the film industry and others when considering this issue.

As a creative enthusiast, I firmly believe that while AI can excel in solving mathematical problems or perfecting scientific formulas to surpass human capabilities, it will never outshine us in the realm of creativity. The essence of creativity lies within our unique human brains, hearts, and experiences. We, as artists, will always remain at the center, leveraging AI in a supplementary manner to enhance our creative journey.

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2025-01-29 20:50