At the Sundance Film Festival, the discussion on AI in Filmmaking between EbMaster and Adobe centered around the present applications of AI in the entertainment sector and its anticipated impact on the industry’s future development.
At the helm was a discussion, led by Brent Lang, executive editor at EbMaster, which brought together Meagan Keane from Adobe Pro Video’s product marketing department, Dave Clark as co-founder and creative head of The Promise, acclaimed writer and director Paul Trillo, partner at Asteria, Jason Zada, the founder of Secret Level, and Angela Russo-Otstot in her role as AGBO’s chief creative officer.
As a passionate cinephile, I recently delved into the intriguing discussion about AI in the film industry. Keane elucidated two distinct AI categories: assistive AI and generative AI. The question on everyone’s mind is how can AI streamline the process for filmmakers and artists? Adobe is pondering over ways to utilize generative AI, focusing on eliminating hurdles and reducing the friction associated with filmmaking. In simpler terms, they are brainstorming about leveraging generative AI to make our creative journey smoother and hassle-free.
Clark views AI as a “work tool” and believes it’s crucial for artists to exercise responsibility over the impact of such technology on our creative field.
As a classically-trained artist who studied fine arts at Pratt and filmmaking elsewhere, Clark views this as an exciting prospect to share our narratives in new and innovative ways, perhaps expressing them in manners that were previously unattainable.
The panelists discussed how AI can be used for various filmmaking tasks.
Regardless of whether individuals embrace AI or not, it will influence every facet of production in some way, as it’s crucial to maintain control over the direction and impact it has.
Zada said at his company, “every single part of the process uses AI.”
In simpler terms, AGBO is investigating how artificial intelligence (AI) can be utilized, even for transmedia projects, as stated by Russo-Otstot. Essentially, the artist remains at the helm, but AI can help alleviate limitations and create new possibilities in a captivating and empowering way.
In terms of addressing ethical issues surrounding AI usage, the panel brainstormed ideas on how to preserve human creativity.
Trillo advised artists to be cautious about allowing the style present in their training data to dominate their creative vision, and not to rely on it excessively instead.
“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.
Engaging in discussions and expressing your opinions matters as it shapes the future of this technology. If you choose not to be involved, it will still progress, but perhaps not in a manner that aligns with your preferences,” Keane expressed.
Additionally, the speakers discussed the time-saving aspect of AI. In a light-hearted manner, Clark humorously remarked, “Forget about manually gathering stock photos and creating pitch decks. That’s a thing of the past! And I speak for every filmmaker on Earth,” he joked.
Keane mentioned how Adobe Premiere Pro now lets users translate captions into various languages.
Keane mentioned that an intriguing aspect regarding the possibilities of AI is its role in enabling more people to convey larger, captivating narratives, effectively making storytelling more accessible.
A key discussion during the panel centered around the potential impact of AI on jobs – both the loss and creation of them. However, according to Russo-Otstot, it’s crucial to differentiate between the film industry and others in this context.
In the realms where AI excels, such as solving complex equations or refining scientific theories, it surpasses us humans. However, when it comes to creativity – a domain that deeply resonates with our emotions, experiences, and artistic sensibilities – AI will never outshine us. Instead, we, the artists, will continue to lead, leveraging AI as a helpful tool to augment our creativity. – As shared by Russo-Otstot.
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2025-01-30 00:19