For a lot of in Hollywood, AI has been a swear word. Which may be altering.
In response to a brand new examine by the expertise company UTA, 73 p.c of leisure and advertising and marketing creatives imagine generative synthetic intelligence “will elevate content material,” and 75 p.c of these at the moment utilizing AI say they’re “creating higher-quality work” with it.
This (and different findings) led United Expertise Company to declare this to be “a profound turning level in AI’s adoption in advertising and marketing and leisure.” The industries UTA companies (and UTA IQ research) are shifting from “worry and resistance” to “curiosity, pleasure, and cautious optimism,” the report reads, as “revered leaders and professionals brazenly talk about utilization.”
For this examine, UTA interviewed 293 artistic professionals within the advertising and marketing and promoting fields and 209 within the leisure area. The survey was performed in mid-Could 2024.
The advertising and marketing creatives had been extra bullish on AI than the leisure creatives, however not overwhelmingly so. Greater than three-quarters (76 p.c, to be precise) of the leisure creatives interviewed for the examine stated AI will “make extra issues attainable.” Certain, however do you prefer it?
Forty-five p.c stated they’re “curious” about AI; 25 p.c stated they’re “excited.” However greater than half (56 p.c) imagine AI will positively influence their day-to-day work.
In fact, not all AI use is created equally, and thus not all might be accepted. In leisure, its use in storyboarding or growing idea artwork could not ruffle as many feathers as if AI had been used for visible results of scriptwriting. Seventy-one p.c of these polled by UTA help elevated regulation of AI.
“There has all the time been worry and uncertainty round new expertise. Painters fearful they’d get replaced by images, films by theater, TV by films. As an alternative, new artwork types had been born. Human creativity has all the time discovered a means, and this survey reveals immediately’s creators are persevering with that lengthy custom of molding expertise to their benefit,” Joe Kessler, the pinnacle of UTA IQ, stated in a press release shared with the media. “From automating rote duties to serving to discover near-infinite variations on an concept, AI may help creators discover the boundaries of what’s attainable and maximize our most treasured commodity as people — our time.”
IndieWire lately reported that generative AI is increasingly being taught in top film schools, and others have pushed back on the notions that AI will drastically reduce costs in film and TV manufacturing or exchange creatives altogether.