The AI boom is affecting multiple markets, including the film and television entertainment industry. Now, the Writers Guild of America is in talks with studios and streaming platforms to discuss how to face the impact of artificial intelligence on the industry.
AI technology is already beginning to influence the Hollywood model, and it is likely that in the near future, people walking into movie theaters will see more content generated by AI technology.
At present, artificial intelligence technology has affected Hollywood's content production and distribution models in many aspects such as screenwriter writing, film production, special effects, audience preference analysis, language translation and distribution. For example, a company called Flawless uses generative artificial intelligence technology to adjust actors' facial expressions and make them change their lip shape, which solves the problem that actors' lips are out of sync with dubbing when audiences watch foreign movies.
At the same time, this artificial intelligence technology can not only reduce the translation cost of the film, but also remedy the wrong lines when the actors pronounce the wrong lines, thereby reducing the remake rate, greatly improving production efficiency, and reducing production costs.
Napark, senior vice president of the U.S. division of a technology company: In the near future, I think you can see that the speed of [film] production will increase by 4 times, and the production cost will be reduced, and the cost will be reduced by 40%.
Although the benefits of artificial intelligence technology are obvious, in Hollywood, there is still a lot of resistance from practitioners.
This includes quite a few actors resisting deepfakes in artificial intelligence. At the same time, the Hollywood Screen Actors Guild has previously said that it will restrict the use of virtual actors. In addition, numerous script editors have also expressed concerns about the copyright of AI-generated content.
With the development of artificial intelligence, Hollywood's attitude towards technological progress has also changed, including the American Writers Guild recently changed its previous position of "prohibiting artificial intelligence from participating in the writing of works", but proposed to allow artificial intelligence to participate in the writing and creation of scripts without affecting the income of screenwriters, but stipulating that human screenwriters will still be regarded as the first screenwriter. So while there are divisions within Hollywood about the emergence of technology, the industry is adapting.
At present, generative artificial intelligence technologies such as synthesized speech and deepfakes have been used in many Hollywood works. With the rapid development of artificial intelligence technology, Hollywood and many industries are also calling for clearer regulations.
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(Edited by Peng Lin)