NAB Speakers Debate AI’s Impact On Jobs And Artists: ‘This is The Age of The Generalist’

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The opening session at the NAB Show’s Future of Cinema Summit on Saturday highlighted a consensus among speakers that Artificial Intelligence (AI) can streamline and reduce costs in film production. However, it was emphasized that AI is not capable of handling everything. Moreover, the topic of job implications remained somewhat unclear.

According to Eric Shamlin, CEO of AI-powered production studio Secret Level and co-chair of the TV Academy’s AI Task Force, during the SMPTE-hosted summit, we are now in an era where generalists excel. Furthermore, he highlighted that this shift is bringing attention back to creative vision. In simpler terms, with the advancements in technology, people can now produce space operas from their own homes. This technological breakthrough is poised to unleash a torrent of human creativity. Previously, being creative was limited to a select few; however, this barrier has been shattered now.

Regarding the future of AI-based production, Shamlin underscored his dedication to ensuring it’s done ethically, avoiding artist replacement, and serving as a guiding force in the adoption process for these tools.

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In terms of AI tool production in the future, Shamlin highlighted his focus on ethical implementation, preventing displacement of artists, and playing a role in shaping how these tools are adopted.

Albert Bozesan, the creative director at Storybook Studios – an AI production company based in Munich – thinks it’s both more cost-effective and quicker to incorporate AI into our work processes. However, he points out that there’s slightly less scope for creative control when using AI. To illustrate his point, he mentioned that AI dialogue generation isn’t a practical solution, emphasizing the importance of human actors for their performances.

He openly acknowledged that one challenging aspect of this topic involves conversations with creatives. “My aim is to demonstrate to them how artificial intelligence can empower them to keep creating and thriving into the future. This isn’t about ignoring these tools, but rather learning to utilize them.

Chaitanya Chinchlikar, the Vice President and CTO at India’s Whistling Wood, stated that it’s challenging to encapsulate the influence of Artificial Intelligence (AI) on creative roles. He explained that for certain jobs, AI functions as a helpful aid, while for others, it is significantly transforming their work.

As a passionate cinephile, I can’t help but notice that Storybook Studios seems to be attracting an increasing number of professionals from the visual effects realm. From my perspective, these individuals are true masters of their craft. They possess the unique ability to seamlessly weave together various clips, creating narratives that resonate deeply with audiences.

Just like Shamlin mentioned, I’m finding that we’re focusing more on bringing in VFX artists, rather than as many grip and gaffer positions these days.

Regarding production timelines, Shamlin mentioned an interesting point: whereas traditional studio-animated films can take anywhere from 3 to 5 years to produce, he suggested that the process could now be completed within just 9 months. He also stressed the importance of maintaining competitive pricing and cost efficiency in this field.

He concluded that we’ve opened a can of worms with various topics such as copyrights, and it’s crucial to find a way to ensure these systems benefit everyone.

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2025-04-05 22:17