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Issue link: https://digital.macdirectory.com/i/1513481
the creative engine and we’re going to boldly suggest that everyone takes advantage of all of the tools available. That includes selective the use of generative AI. We know, we know WGA, DGA, SAG-AFTRA, trades, union groups and yes even we are concerned because we’ve all seen the AI-based movies. None of them seemed to have the happy ending that everyone wants. When computers were introduced folks swore they were evil. Turns out they can be used to create love stories/sonnets and send them to people around the world. They can also be used to create death threats/divorce filings/military attack plans and other things to ruin/kill people/property/more. The same will happen with Generative AI by design and accident. So, let’s approach its use strategically and cautiously where it can show the greatest benefit(s) for all of the industry instead of jumping in the deep end and using it for…everything. Researchers have used machine learning to identify hit songs with 97 percent accuracy (https://tinyurl.com/3e7bzszn). We have 5,000 years of written history and more than 150 years of film history with data that can determine if a video story has a chance of being something that will resonate with people or be a money/talent sucking flop. AI at the outset Every studio has some person who makes a lot of money greenlighting projects. He/she uses all of the data they can find to determine if it gets the funds it needs or gets thrown in the garbage. If a film is a hit the greenlighting boss (or team) takes all the credit for picking the right producer, actors, creative/production teams and rakes in a bonus. If the project falls short, they say, “The data/analysis failed,” “fire” it and keep their job. Think of the time and money the studio could save by having a really great AI tool that reviewed all of the data, made a go/no go decision so the creative team could produce content people want to enjoy, and streamline the studio overhead. Time, money saved, and everyone is happy including the audience…freakin awesome! Audience Appeal The importance of the second-best use of generative AI was proven during the strike when creative team members were “discouraged” from going out and promoting their work to encourage people to see the project at the theater or on their home screen. Tech companies have proven time and again making a better product doesn’t guarantee its success. It has to be creatively and scientifically promoted so it appeals to just the right people. Some folks like horror, drama, romcom, superhero, western, documentary, animated films. Others not so much. “Everyone” knows that streamers scrape and save every bit of audience data and that data can be invaluable in convincing men, women, kids that they’re going to miss something really special if they don’t catch that film/show. The right generative AI tool can help marketing creatives develop visual/verbal/written