Author| Akagi bottle
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The first "Divine Comedy" created by AI became popular less than a month, and was boycotted and removed by record companies and streaming media, which is not the first time that the "cyber battle" has begun.
Once the AI song, titled "Heart on My Sleeve", was released, it attracted more than 20 million views on Spotify, TikTok and Twitter, and a number of self-media re-created it. One of the important reasons for the song's popularity is that its creator, the "ghostwriter" account, clone the voices of well-known rapper Drake and musician "Potted Brother" The Weeknd, and continue to use it in the creation. Record companies quickly took legal action against it, and streaming platforms including Spotify, Apple Music and Tidal pulled the AI work.
On the other hand, in China, on the one hand, AI musicians are "cloned" in full swing, and netizens are hilarious to themselves. There are all kinds of creative content active on station B, with AI Sun Yanzi's version of "Rainy Day" playing more than 830,000 and AI Xu Song's version of "Lemon" playing more than 200,000, allowing netizens to "see the black in front of them", "this listening is sung in person", "How many albums can be released from the cover song?" "Don't be too outrageous".
On the other hand, the iteration of AI technology has led to the anxiety of the original artist losing his job, and the AI-generated image has won the Sony World Photography Award. The industry had to fall into a dual situation of excitement and panic. In a short period of time, AI has rapidly invaded many industries, entrepreneurs have used it to carry out change and innovation, but artists have different opinions on this, how far is this "lightspeed" technological innovation progressing now? Specific to the publicity and original artist positions, what kind of form has been fermented?
The popular AI music creation, is it co-creation or panic?
In the face of unauthorized use of voices, overseas markets reacted quickly. Because the song "Heart on My Sleeve" suddenly became popular, many netizens called it a "high-quality single". Universal Music Group, the record label representing the two artists, argued it "violated both our agreement and copyright law." Streaming platforms should ensure that AI-generated music doesn't harm artists. ”
Universal Music took Spotify and Tiktok down, saying in the announcement: Do you want to be on the side of the creative expression of artists, fans, and humans, or on the side of counterfeiting, fraud, not paying artists, and denying artists?
Musicians' attitudes are polarized, with some scorning unauthorized copyright appropriation like Universal and others voluntarily joining the mega co-creation on the premise of win-win. Musician Holly Herndon allowed the company to sell the rights to her AI voice, and people could make "her" sing songs just by giving them money.
Singer Grimes said on Twitter that she would love to use her voice as long as she could give royalties. "If I make a successful AI song with my voice, then I'm going to get 50% royalties. This price is also the money I agreed upon when working with other artists. Don't worry, feel free to use my voice. Don't worry about legal constraints. ”
In contrast, in China, no musician as the protagonist has expressed his position, and netizens not only spontaneously combine the voice of their favorite musician with their favorite classic songs, but also teach fans how to produce this kind of AI audio. However, with the use of a large number of musicians' voices and the spread of cloned musicians' songs, the proposition of "AI song infringement" will inevitably be publicly raised and dealt with in the future.
AI "ghostwriter", backstabbing original artist
Outside the music field, the original painting circle is more controversial against AIGC.
The Internet company Xiaozi, which is engaged in animation publicity, has been connected to the AI system, "but it is all about production, and there is no practical application yet." Xiaozi told Entertainment Unicorn that the current company's use of AI is more in animation than creation, "because the content is most afraid of plagiarism." ”
Xiaozi can clearly perceive, "The current public opinion of AI painting is not very good, in essence, it is still because of 'plagiarism'." ”
Game artists are the core personnel of game art, responsible for designing characters, scenes, props, etc. in the game. They need to have a rich imagination, drawing skills and aesthetic literacy. The high-quality images generated by AI painting software in just a few seconds are enough to cause a huge impact on the original artist's profession from the perspective of efficiency, and many companies have begun to use AI painting software to assist or replace the work of original artists, thereby shortening the development cycle and saving labor costs.
Earlier this year, Huang Yimeng, founder of Xindong Network, broke the news on Twitter, "Recently chatted with two game teams, and the team one cut the original art outsourcing company, and the second team cut the translation outsourcing company. "AI is actually starting to affect a lot of people's jobs." The technical director of a game art outsourcing company also revealed that his company has laid off half of its original artists in the past month, because "using AI to complete the solution can increase work efficiency by at least 50%." ”
Some people in the game industry lamented in the circle of friends, saying that they recently visited a 50-person original art company, which has been "downgraded" from the past to retouching AI, and Party A produced more than 100 AI characters a day, and the company had to "kneel and take orders to work for AI". Even next month, more than 20 original painters will be cut.
At the same time, some artists have risen up in the hope that credible platforms will be ready for the arrival of AI and protect the rights and interests of creators. In March, German artist Boris Eldagsen's work "False Memory: Electrician" won the Sony World Photography Creative Award. He ultimately declined to accept the award, "wondering if the competition is ready for the entry of AI images." They didn't. The photography community needs an open discussion: what we want to think of as photography and what is not. ”
Photographer Beiming believes that AI cannot replace photographers, because "AI has no soul, and AI that imitates it by giving it a large number of other people's works to complete training and imitate according to what is "fed" to it will reflect its limitations and homogeneity after a certain period of time, which also determines that it will only be a tool."
Coincidentally, the domestic LOFTER interest community is suspected of using the original artist's work of the platform because of an avatar generator launched in early March, although on the night of the launch, LOFTER urgently released the "Explanation on the Function of the "Old Fuge Painting Machine", but there are still a large number of "wives" running away angrily.
Compared with the questioning of the originality of AI, AIGC still needs human assistance and correction at this stage. For example, it was difficult for AIGC to generate hand details before, and under the existing technical conditions, tens of thousands of image samples are usually required to enable AIGC to have the ability to generate high-quality hand detail images. But now it has quickly improved that.
The AIGC, which is "limited assistance", is heading for a bright future?
"Manufacturers that have boldly invested in AI content creation are now basically in the form of AIGC creation + human designer assisted fine-tuning. About 80% rely on AI, and the rest is manually assisted refinement. Feng Bao, a game industry practitioner, said.
Whether in various fields such as KV design of events, 3D of light skeuomorphic icons, storyboard design of continuous screens, etc., AIGC is leading a wave of change, and this change naturally leads the layout of the company's strategic level. For example, BlueFocus completely stopped outsourcing expenses related to creative design, scheme writing, copywriting, and short-term employees this month. Switch to AIGC. In the email, it called it "to curb the hollowing out of core capabilities and to lay the groundwork for full embrace of AIGC." ”
"Regardless of the quality improvement, the efficiency increase is absolutely significant. For example, 3D effects with a lot of detail usually require a long time to model and render, and the cost of one is about 800-1200 yuan, and it takes 2 to 3 days to complete. Using AI to generate materials can greatly reduce costs, and the time can be reduced to 2 to 3 hours. Many Internet companies have begun to land AI painting content, Feng said.
Some industry insiders have also said that the layoffs may just be the beginning. In addition to the original artist, the next one may be the modeler. In fact, there are already a number of emerging positions in China that are becoming hot new jobs, including AI trainers through optimization rules, application models, and product implantation.
At the same time, the Prompt engineer job has also become a hot spot. Tips Engineers help AI better understand requirements by training large language models, and simplify complex tasks to help employees use AI tools to improve productivity. A month or two after ChatGPT was launched, Prompt engineers have reportedly become a hot, high-paying job in Silicon Valley. AI research company Anthropic pays prompting engineers a whopping $335,000, who write five different prompts and interact with ChatGPT about 50 times a day. For prompt engineers, more important than programming knowledge and machine learning skills are logic and aesthetics.
Entertainment unicorns searched recruitment software and found that some domestic companies have recruited such positions. It usually requires not only computer-related majors, knowledge of online and offline AI models, but also a certain ability to appreciate and create, and film art, pop music, and even classical piano music, comic book plain face and other painting arts. It is a compound talent. Interestingly, one overseas practitioner said that the best tip engineers are philosophers. "Good tips include writing extremely clear explanations and figuring out what caused the misunderstanding and how to avoid it."
At present, large game companies have already begun to apply AI-related technologies to intelligent NPCs, scene modeling, AI painting, plot and dubbing in games. Help NPCs get richer micro-expressions, achieve global restoration of rain and snow, and detail processing, help improve player immersion interactive experience.
In the past, the application of AI in variety show production mainly revolved around stage construction, dimensional idols, and artificial intelligence, such as "2060" and "Cross-dimensional New Star". This year, we can already see more diversified and intelligent content attempts, such as the variety show "Mao Blood Wang" began to try to use Chat GPT to write scripts. Another variety show producer revealed that the current AI technology has begun to be applied to the filming of the program, which needs to be explored and revealed in the future. When AI innovation is involved in various tracks from Internet technology giants, when AIGC hits the wave of cost reduction and efficiency increase, this wave of rapid and dodging will continue to sweep, and the industry may use the monthly cycle to welcome a baptism of technology.