In Hollywood, discussions around generative artificial intelligence (AI) have been fraught, with a history of resistance and controversy surrounding its use. However, industry leaders are now acknowledging that AI is gradually becoming mainstream in film and television. Michael Burns, vice chairman of Lionsgate, noted during the Runway AI Film Festival that many filmmakers are secretly leveraging AI tools, which are seen as essential for enhancing content creation. Lionsgate has even partnered with Runway to train AI models on its movies.
Attendance at the festival surged, with film submissions jumping from 300 in its inaugural year to 6,000 this year. Despite its growing use, generative AI still raises concerns among creatives, particularly regarding job security, as evidenced by the 2023 writers and actors strikes. However, Runway CEO Cristóbal Valenzuela expressed optimism about AI’s potential to create new job opportunities by adapting industries to technological advancements.
AI-generated videos currently span various applications, from music videos to brand ads, despite concerns about quality and authenticity. Notably, Google’s latest model, Veo 3, demonstrated impressive capabilities, raising expectations for AI output quality.
Burns highlighted that advancements in AI technologies have made it possible to produce content that meets high standards while reducing costs. Partnerships, like Lionsgate’s with Runway and AMC Networks, signify a broader acknowledgment of AI’s role in marketing and pre-visualization processes.
Educational institutions are also integrating AI into their curricula. Elizabeth Daley from USC emphasized the importance of using AI as a creative tool rather than a substitute for hard work. Overall, the dialogue surrounding AI in Hollywood points to a complex relationship that balances innovation with creative concerns.
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