In the American strikes, the creative industry's fear of the effects of artificial intelligence has resulted in a tough, livelihood-threatening industrial dispute. According to a survey by Variety, the number of US filmmakers with major concerns about the impact of AI on their jobs has almost doubled from 8% in June to 14% in September 2023. New technology offered and continues to offer many advantages for our industry. Innovations enable new value creation and make us attractive on the capital market. Annoying and boring processes can be automated, making our jobs more attractive to career starters. IT solutions from Germany or with high levels of expertise in new applications strengthen Germany as a business location overall. Nevertheless, some fields of work are under threat. It is worth taking a closer look now at what AI can now do and cover.
Simple AI tools like ChatGPT have long since arrived in all areas. You hear of actors who have role profiles created based on the script in order to get a more concrete idea of the ensemble, and of scriptwriters who get new approaches and impulses in addition to tried and tested methods. AI tools have become established, especially in the generation of ideas and in the administration of processes - and all within a few months. Just a year ago, hardly anyone knew of a practical use case for artificial intelligence.
At the same time, AI has so far failed to meet many complex requirements: text to video, i.e. properly visualizing real action scenes based on a script, has so far worked rather poorly. In general, attempts to replace human creativity have often failed, even if the results so far are of course quite remarkable.
However, it is very difficult for us to process statistics and large amounts of data and to make decisions based on this. This is where the new algorithms have a big advantage. They can also handle large, similar but not identical data processing processes.
Reliable tools: It's worth taking a closer look here
Two tools stand out for optimizing workflows: IFTTT (If This Then That) and, even more well-known, Zapier. Both tools automate processes with reliable results. They also offer an additional benefit, namely learning good AI tasks, so-called prompts. Especially with ChatGPT 4, the instructions should be formulated more specifically for good results.
A recent McKinsey study identifies 53% automation potential based on AI in the administration of the creative industries.
Adobe Firefly offers widely used applications in the field of generative AI, for example in Photoshop, for using isolated elements in new environments.
Kress has published a special edition on the topic of "Artificial Intelligence: Trends and Tools from the USA" for use in editorial offices. To get started, the authors recommend starting with experiments in order to provide the initial impetus for a continuous improvement process: "...if journalists use AI to relieve themselves of time-consuming tasks, this could create time that they could use for experiments." An interesting approach that can certainly be applied to the entire creative industry. Reading the kress pro dossier is definitely recommended.
Other tools you should know
Screenplay : ChatGPT (OpenAI), Drama tron (DeepMind), NovelAI, Sudowrite
Filming preparation : Text: ChatGPT (OpenAI); 2D Image: DALL-E 2 (OpenAI), Stable Diffusion (Stability AI), Midjourney, Make-A-Scene (Meta);
3D Models: GauGAN, StyleGAN (NVIDIA), DreamFusion (Google)
Production : Text-to-Video: Gen-2 (Runway), Make-A-Video (Meta),
Imagen Video (Google), Phenaki (Google); Image to Video: Wombo;
Video-to-Video (Avatars): Soul Machines, AI Foundation, Synthesia
Postproduction : Gen-1 (Runway), Vanity (MARZ); Vanity (MARZ),
Gen-1 (Runway), Metaphysic, Flawless; Respeecher, Deepdub, Resemble AI, Papercup, MARVEL.ai (Veritone), VALL-E (Microsoft)
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(Author: Markus Vogelbacher, Photo: IFP)