Can we allow AI unleash creativity? The perspectives of filmmakers and VP of Creative

It's a fact, AI isn't going anywhere.

There is an ongoing debate over whether AI could replace writers, editors, as well as concept creators, a lot of people have accepted AI's inevitable nature and are now considering its potential to revolutionize the ways that work is conducted. In Cannes I heard different perspectives from artists like will.i.am from Black Eyed Peas fame discuss the ways in which AI will alter the world within the next 10 years. A large portion of the discussion focused on the ways in which AI rapidly unlocks the dormant abilities, and how it affects creative processes.

I've been a creative director for 20or more years, I decided to express my thoughts and use this opportunity to start a dialogue with my community.

What's happening, and how do we progress into the future?

This is the method AI is able to accomplish right now

"I was a magician before I started my career as a filmmaker. Once you're a magician you learn that the most sophisticated technologies can't be distinguished from the magic of. The idea of being a magician can be scary in the event that you do not know exactly how it works or how it works. The same way that I feel about AI for artists or a individual who earns money by the thoughts that are on your mind, and then onto screen or paper, AI is a scary aspect because it can control your activities." Ben Proudfoot, Oscar-winning short directories, found as the CEO of Breakwater Studios

Creativity is a fundamental human quality that artificial intelligence can't easily replicate.
 
  Midjourney went live on July 20, 2022. ChatGPT was launched in the month of November that same year. The past few years, we've witnessed self-defined "non-creatives" unleash creativity that is not being utilized due to the lack of skills.

The final results of a few of these projects are remarkable, and technology is evolving in such rapid speed it's difficult time believing these tools are only 1 year in age.

AI will help you to convey concepts

The ideas behind nuanced film, stories, images as well as music have been constrained by the technology as well as the knowledge required to put these ideas to realization.

In the recent year, pictures like this can be made with the usage of just a few basic keys

  Experienced creators such as the award-winning filmmaker Hashem Al-Ghaili, the opportunities are greater.
 
  Check out his AI-generated short film " Last Stand," which depicts how humankind would react should extraterrestrials came into contact with us.

  "AI is likely to make us look at things in a way that you've never thought about," says Crystal Edmonds the Director of Accounts as well as Event Activation for Magnet Media Films. "I think it's going to make us think. AI will help us understand things that we never even knew we really wanted to learn about. You're likely to see people just unlock another degree of creativeness through AI."
 
  Take a look at, for instance, Staff Pick winner Paul Trillo's short film "Thank You for Not Answering."

Instead of striving to attain realism, he intentionally leans into the dream-like aesthetic inherent to Runway's Gen-2. "As the man who sends an invitation to someone who is from the history and is overwhelmed by remnants of memories that are faded and imagining a future that could be."

A true artist, he's adjusted to the weaknesses and strengths of the medium to create something unique.

AI can help you validate your concepts

These are incredible examples of the ways in which AI is utilized to communicate the artistic perspective, AI for commercial use is, at this stage an unproven concept.

Check out the AI-generated beer commercial. This is a product of the time and it is not taken as a legitimate commercial even if it was an actual advertising.

It does, however, give more information than is needed to communicate an idea to executives more effectively than moodboard, sketch, or elevator pitch ever could.
 
  With generative AI, you can rely on the words to create the perfect image for more than 10 individuals: instead you could utilize a descriptive prompt in order to create the perfect sizzle movie, animatics or pre-visualizations, for convincing viewers to agree with the vision they see.

What is that a signification for today's creatives?
 
  Begin to learn how to create an effective AI-related call to action. AI.
 
  "I believe that the next generation will become more proficient in the technology are available to us and they will start using the generative AI to write as well as visual media," says Orlando Baeza the Chief Marketing Officer as well as Chief Revenue Officer at Flock Freight. "I believe that there's plenty of growth in jobs here, but it will have to improve the skills of our current workforce, and then this next generation coming in and evolving the process."

AI can be a fantastic way to save manufacturing time

Today, video content takes an average of between two and three months to make from beginning to end The reality is that AI can speed up the process that allows producers to become more inventive as well as giving creators more time for tasks which requires a focused effort.
 
  "I believe that one of the most pressing issues within the film industry is the price of making a film. The barriers to entry are high. It takes a lot of effort to start the film. One important aspect about the process is that it makes filmmaking more accessible to everyone," continues Baeza. "So If AI as well as machine-learning are tools that could help a person with limited resources to reach a large audiences, then it's an excellent thing to do, wouldn't you agree?"
 
  AI is already making videos more efficient to create by automating processes like editing transcription, personalization and planning. For instance, adding or removing elements from videos with background was difficult and lengthy, but now needs to be done using the Generative Fill software.
 
  "I believe that businesses will view AI as a means of efficiency and productivity improvements," says Baeza. "I think AI will become a powerful partner and will likely join organizations which are innovative."

That's what AI can't assist you with.

AI can't make when the person becomes famous.

Machine learning works by looking at previously-analyzed data and observing the patterns it had previously absorbed. In the example above, an generative AI tool can produce a gorgeous photo of a blue colored cup among the thousands of photos it's captured of blue cups.
 
  This isn't about copying the ideas that have previously worked, rather the focus is on framing issues in a new way by putting a new perspective on the old concepts and establishing connections that nobody else has done. It's the approach Steve Jobs famously said:

"Some people suggest giving the customers what they want, however this is not how I operate. Our job is to determine what customers are likely to require prior to providing them with what they need. I think Henry Ford once said, "If I'd asked my clients what they were searching for, they'd have told me they wanted a speedier horse.' People don't know the things they'd like until you present the information to them. Our task is to read the things that aren't yet visible on the paper." Steve Jobs, Co-founder of Apple

Creativity is the result of art and science and AI excels at the scientific part of this equation.
 
  Some standard, replicable best practices are used in this area and that AI can reproduce, for instance the rule of thirds, or making use of big fonts to promote a sale. But so far AI can't remain forward-looking. It's unable to take into account any virality or find a fresh, new perspective that consumers are likely to find appealing.
 
  If you're a creative person, this is great news. Make your mark with innovative ideas and use AI to bring your ideas to life.

AI can't replicate the creative process.

One of the greatest aspects of the process of producing is that matter how exact your plan is concept develops a personality that is its own when it is developed. Each person who comes in contact with the concept brings their personal views and opinions to it so that the finished product has an appeal that is not what you would have thought of.
 
  The film editor I collaborated with once said to me "You could have already shot your storyboard, but your storyboard doesn't mean anything now so I'm using the footage I've got." Even if everything was shot as planned within the storyboard, the editor may highlight specifics or alter the footage in a way which is not compatible to your original plan.
 
  Currently, I don't see an avenue for AI to replicate the process of imagination in this way.
 
  There isn't a distinctive creative perspective that AI can bring to the process in the same manner as an individual filmmaker or editor may. Therefore, even when AI can be used during the creation process -for example, to help accelerate the ideation process or edit -- humans still play a part in the process of creating.

Be curious and keep your mind open

In the end, AI is going to increase our ability to communicate our vision which is a catalyst for the next generation of artists to come out and do things we've never thought of. If I could capture the moment's essence in words, I'd say it's both nervous and excited because unlike every other time for a long time, we're looking towards the future.

Actually, I'm one man, with one opinion and set of thoughts. We should continue considering possibilities while maintaining an open mind, maintain an open-minded mind and keep the conversation moving.

If you're interested- where do you stand? How are you using AI today, and in what direction are you thinking it will take our industry?

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