Generative AI: Content Apocalypse or Creative Renaissance?
Paris Schulman, CEO Rite Media
Wander into any gathering of the creatives these days and you might find the usual gossip and industry chatter has shifted toward a more doom-like tone; the collective hyperventilating about the inevitable AI apocalypse. You’ll learn that entertainment industry jobs will soon be shrink-wrapped and the essence of human creativity will undergo a facelift so extreme, we might not recognize it when we pass it in the hallway.
As the founder of RiTE Media, a creative content studio known for developing and executing ambitious tech initiatives for well over a decade, I’ve had a front row seat to the transformative power of innovation in filmmaking; from high-speed cinema, automation/motion control, to virtual production and mixed reality. I won’t bury the lead… the concerns about AI are valid, especially around the rise of deep fakes (that’s a whole different topic). Today, I want to share my insights specifically on the future of content creation… of course the challenges, but also opportunities presented by GenAI, and find the silver lining amongst the chaos.
The Journey to GenAI
If you’re like me and grew up reading futurist authors like Ray Kurzweil and Max Tegmark, the thought of computers teaching themselves to be creative would have seemed both inevitable and total science fiction. Thanks to the compounding nature of machine learning, the line between sci-fi and reality is not just blurred but obliterated. Creative AI was generally considered a pipedream until the 2010s when deep learning took a quantum leap due to a dramatic increase in computational power and the explosion of big data, which provided the fuel for training complex neural networks. In parallel, advancements in deep learning algorithms and the collaborative spirit of the open-source community accelerated innovation even further.
Demystifying GenAI: The Fear vs. The Reality
In February 2024, OpenAI dropped a slew of very impressive clips [still in research phase] of their new text-to-video AI model SORA on social media. Mere days later, Tyler Perry announced in the Hollywood Reporter he was halting his $800M Atlanta studio expansion, blaming GenAI for his move. This article was shared around to every person and their grandma. What followed was an avalanche of collective panic talk throughout creative circles. Yes, GenAI will disrupt traditional roles and industries. Yet, I argue net-net, this seismic shift isn’t a death knell for creativity; it’s a transformative leap into new realms of artistic possibility.
Commissioned by The Animation Guild (IATSE Local 839), Concept Art Association, The Human Artistry Campaign, and The National Cartoonist Society Foundation, this infographic is based on a comprehensive study by CVL Economics, exploring Gen AI’s profound impact on entertainment industry jobs.. Find the study here.
Creative Inflation
As text-to-video becomes ubiquitous, we’re now about to be inundated with wildly bizarre visuals. The Internet is about to undergo a meme renaissance. This transition will feel like creativity inflation, as if the Federal Reserve is printing too much premium content for our minds to comprehend. Sadly, this explosion of creativity isn’t without its casualties, particularly at the entry level of many professions. AI assistants are streamlining our workflows to the point where the traditional entry level jobs are becoming obsolete. Everyone will be forced to build our own creative voice. For instance, those who used to be CG animators will accelerate their careers by building their own GenAI models to kick out incredible original renders.
The real game-changer here is how GenAI is making our interactions with computers more human-like, all thanks to advancements in natural language processing. The art of fine-tuning your LLM (Large Language Model) to grasp your creative vision can dramatically elevate the uniqueness and marketability of your output. This shift isn’t just about making old tasks easier; it’s paving the way for novel forms of communication and storytelling that were previously unimaginable.
AI in Content Advertising
At the time of this writing, brands are tiptoeing lightly in this space given ambiguity around the legalities of AI data training and copyright. However, we’ve already seen some early hints of AI commercials like Wes Walker’s UnderArmor ad, “Forever is Made Now.” Though it was met with controversy surrounding the origins of the footage used for the model, we all can see clearly that commercials will never be the same again. The days of cushy physical production sets and large crews are not necessarily over, but they are going to be downsized, budget cut, and become more niche. On the upside, the efficiency associated with content creation will be elevated to near epic proportion.
‘Forever Is Made Now’ by Under Armour inspires the relentless pursuit of greatness in the here and now.
I don’t anticipate large language models taking over the jobs of creatives. In fact, AI will be a valuable tool in gathering consumer behavior trends and informing the creative directors. Brands will use internally-trained and collected data to identify market opportunities that will need to be translated creatively. Many product-based commercials will be made on the computer versus traditionally with cameras and lighting. There will be more content than ever blasted across social platforms, being created faster, cheaper, and more captivating.
AI in Filmmaking
Storytelling thrives on authentic human experiences, something AI, for all its advancements, can’t replicate. It can produce content, but genuine storytelling—with its depths of struggle and joy—remains uniquely human. AI’s role is more of a creative collaborator, streamlining processes like storyboarding and editing, making pre-visualization swift and aligning cinematic visions with digital precision. This revolutionizes animation and reduces production costs, yet the core of storytelling’s value remains in its originality. I may be biased here, but I think the craving for real human connection persists. Audiences value the tangible presence of actors, both on-screen and in the real world, anchoring the live-action genre in genuine human performances. Of course I could be wrong, but I don’t see the demand for photorealistic versions of Pixar movies taking over gritty filmmaking anytime soon. AI enhances, but can’t replace, the magic of human storytelling.
Commissioned by The Animation Guild (IATSE Local 839), Concept Art Association, The Human Artistry Campaign, and The National Cartoonist Society Foundation, this infographic is based on a comprehensive study by CVL Economics, exploring Gen AI’s profound impact on entertainment industry jobs.. Find the study here.
Next Decade: The Overton Window of Authenticity
Virtual Production (VP) will play a growing role in how we execute content production. VP essentially merges physical sets with digital landscapes, expanding creative possibilities beyond traditional limits. Enhanced by Generative AI, this workflow offers accessibility and streamlined cost benefits not only to big studios but to a wider creative community.
As the line between how we create and experience content becomes increasingly blurry, I believe augmented reality will be the next silver screen. We’re yearning not just to witness stories but to live them, to experience them with a visceral intensity. What’s murkier, however, is the fate of our tried-and-true methods of filmmaking — the magic of capturing real people and places using lenses, lighting, big set builds, exhausting 12-14 days. Predicting this is tricky; it hinges on audience desires, which, in turn, is linked to the economics of producing content. The creators and brands who thrive in this rapidly changing arena will be agile enough to pivot slightly ahead of the times. In a world where high-quality visuals are the expectation at any price, the true differentiators in content will be authenticity, original perspective, and boldness.
Navigating this new era, we’re committed to venturing beyond the known, to extend the boundaries of imagination, and to support creators in achieving their most ambitious visions. The future may be uncertain, but I’m hopeful about what lies ahead, convinced that together, we’re crafting a legacy of innovation and unparalleled creativity.