Are there ways to let AI unlock the creative power of humans? The perspectives of filmmakers and Vice President of Creative

No one can argue with that, AI isn't going anywhere.

There is an ongoing conversation about whether or not AI can take over editors, writers, or concept art directors, a majority are accepting AI's inevitable nature and are now pondering its potential to revolutionize the way work is being done.
In Cannes, I heard the perspectives of creatives such as will.i.am of Black Eyed Peas fame discuss the way in which AI will change our world over the coming 10 years. The majority of discussions about the way that AI is rapidly unlocking the potential of people and their effects on creative processes.

Being a creative director for 20plus years, I was looking to voice my opinions and see this opportunity to engage in a conversation with the community.

What's the current situation? And where do we go from here?

This is what AI could accomplish today.

"I was a magician before I started my film career. Pretty quickly, when you're a magician, learn that any sufficiently sophisticated technology can't be distinguished from the art of. It can even be terrifying if you don't know how it's working or what's going on. The same way that I am with AI being an artist or a businessperson who makes money putting something that's in your mind onto the page, or onto the screen, AI is a scary issue because it may take over your work."   Ben Proudfoot, Oscar-winning short Doc directory, Found and the CEO of Breakwater Studios

Humans are naturally creative. It's a characteristic, and one AI cannot easily duplicate.

Midjourney was launched in July 2022, and ChatGPT was launched the following month in November of that same year. In the past, we've witnessed self-described "non-creatives" unlock creative ideas that have been left untapped because of skill gaps.

The results of some of these projects are quite impressive, and the tools have developed in such rapid speed that you'd have a hard time believing the fact that they're only one year older.

AI helps you convey ideas

The concepts of nuanced stories, images, movies or even music have been restricted by the techniques and skills needed for bringing these concepts to fruition.

In the recent year, images like this could be created with the use of a couple of simple keys:

If you have a proven creator, such as the award-winning filmmaker Hashem Al-Ghaili, the potential is much greater.

Think about his mostly artificially-generated short film " Last Stand," which depicts how humanity might react if extraterrestrials came into contact.

"AI is going to have us look at issues in ways we never thought to think of," says Crystal Edmonds, Head of Accounts and Event Activation at Magnet Media Films. "I believe it will make us think. You'll learn about things that we never even realized we needed to know about. I think you're going to discover that people are able to unlock an entirely new level of creativity through AI."

For instance, Staff Pick winner Paul Trillo's short film "Thank You for Not Answering."

Instead of shooting for realism He consciously focuses on the dream-like aesthetic inherent to Runway's Gen-2. "As an individual who leaves a voicemail to an individual who is from the past, he is flooded with fragments of his fading memory, and imagining the life which could have been."

As a true artist is able to adapt to the strengths and limitations of his medium in order to make an original piece.

AI is a great tool to validate your concepts

There is no doubt that while these are stunning examples of ways AI can be employed to convey an artistic idea, AI for commercial use is at present, a gimmick.

Take a look at this artificially-generated beer commercial. This commercial is from the moment, and isn't able to be considered a serious ad even if it were a legitimate ad.

The presentation does give more than enough details in order to convey an idea to executives far more effectively than any mood board, sketch, or elevator pitch has ever.

Thanks to generative AI technology means that you no longer have to rely on your words alone to draw an appealing visual for ten or more people. Instead it is possible to use a descriptive prompt to create the ideal sizzle movie, animatics or pre-visualizations, to convince viewers to believe in a concept.

What is that a signification for today's creatives?

Learn to write an effective prompt for AI.

"I believe that the next generation will upskill into the technologies that are at our disposal and begin using generative AI for both visually and in written form," says Orlando Baeza chief marketing officer as well as Chief Revenue Officer of Flock Freight. "I actually think there's plenty of growth in jobs here, but it will have to upskill our existing workforce as well as the new generation coming in and evolving the process."

AI could save production time

Today, video production takes an average of two to three weeks to produce from beginning to end however AI has sped this process, allowing creators to be more creative and allowing production professionals more time for work that demands a focussed approach.

"I believe that one of the biggest problems within the industry of film is the cost to create a film. The barriers to entry are high. entry to make a movie -- one unique aspect of is that it democratizes filmmaking," continues Baeza. "So If AI as well as machine-learning tools will help a person who has only a few resources to reach large audience, then that's an excellent thing, isn't it?"

AI has already made the process of making videos simpler through automation of processes such as editing, transcription, personalization, and the scheduling. Like, for instance adding or removing objects from the background of videos used to be an arduous, lengthy process and now just requires using the Generative Fill tool.

"I believe that organizations will view AI as efficiency and productivity improvements," says Baeza. "I think AI will be incredible partners and could be part of innovative organizations."

This is what AI cannot aid you in.

AI will not help you go viral

Machine learning operates by analyzing existing data, and then analyzing the patterns of what it had previously eaten. For example, a generative AI tool can create a stunning picture of a blue-colored cup, based on the many thousands of images it taken of blue cup.

However, creativity doesn't mean repeating what's worked before but rather, it's the process of framing ideas with a fresh perspective, putting a new perspective on the old concepts or establishing a connection no one else has previously done. In the words of Steve Jobs famously said:

"Some people say give the customers what they want but that's not my approach. The job of us is to know what they're going to want prior to giving them what they want. I believe Henry Ford once said, 'If I'd ask clients what they would like I would have gotten the fastest horse. They don't understand what they want until you demonstrate the item to them. It is our job to translate things that are not yet on the page."   Steve Jobs, Co-founder of Apple

Creativity can be described as a blend of art and science and AI is really adept when it comes to the science aspect of this equation.

There are some standard, reproducible best practices that we use in the area and that AI could duplicate, like the rule of threes or the use of a bold red font when promoting the sale. But so far, AI isn't able to remain forward-looking. It can't account for virality or identify the new and innovative approach which customers would love.

For creatives, that's good news. Differentiate yourself with creative ideas, then use AI to assist in bringing those ideas to life.

AI cannot duplicate the artistic process

One of the great things about the creative process is that -no regardless of how precise your idea is -- your idea develops a personality of its own as it's produced. Everyone who touches the concept brings their personal ideas and perspectives to the idea, and the final product has a quality to it that you couldn't have predicted.

A film editor I worked with once told me, "You might have shot your storyboard but your storyboard doesn't mean anything now so I'll use the footage I've got." Even if all was shot as planned within the storyboard, that film editor might highlight details or alter the footage in a way that was not in line with your originally planned plan.

Presently, I'm not able to see an avenue for AI to replicate the creative process in such a method.

AI doesn't possess a distinct artistic perspective it can add to the process in the same way that an individual filmmaker or editor might. Therefore, even when AI is utilized during the creative process --in order to accelerate ideas or edits -- humans remain a part of the creative process itself.

Be curious and keep an open mind

The throughline is that AI can accelerate our ability to share our ideas, and it's a catalyst for the next generation of creators to emerge and do feats you've only dreamed of. If I had to describe the moment in a phrase that would describe the moment, it would be anxious excitement, because unlike any other time for a long time, we're looking towards the future.

In reality, I'm one man, with one set of thoughts and opinions. I believe we must continue exploring the possibilities with playful curiousity, and keep an open mind, and keep the conversation going.

In the meantime, I'm interested to know -what do you think of where you are? How are you using AI today, and in what direction do you believe it will take us?