A new poll by the National Research Group (NRG) has revealed that 42% of television and film production professionals are worried about artificial intelligence (AI) technology “harming” people in the entertainment field. On the other hand, close to one-third (32%) of the professionals polled said they believe AI technology will benefit them.
The remaining 24% said they believed AI would not have an impact or that they still didn’t know the potential impact of the disruptive technology on the entertainment industry. With AI technology advancing significantly over the past couple of years, many professionals across various industries have felt an increasing sense of disquiet over the potential of being replaced with AI.
After only a few years in the market, generative artificial intelligence tools have shown that they can disrupt creative industries in a major way. AI generative text, art and now video are becoming increasingly indistinguishable from the real thing, and many worry that humans could soon be removed from the equation in favor of AI.
The February 2024 poll surveyed more than 1,500 “creative class professionals” aged 18 to 64 who work either part-time or full-time in positions that call for “high degrees of creativity and autonomy.” This accounts for roughly 31% of America’s labor market.
TV commercial director Michael Malagon notes that while generative AI is a powerful tool, its potential is enhanced even further when it is used by creative professionals with storytelling knowledge and experience. Creatives such as writers and directors can use their intimate understanding of storytelling coupled with skills they’ve built up through the years to use AI-generated tools and content more effectively.
Consequently, Malagon believes that people will remain critical to the creative filmmaking process even with the advancement of generative artificial intelligence. On the other end of the spectrum, filmmaking duo Daniel Scheinert and Daniel Kwan who directed the award-winning film “Everything Everywhere All at Once” aren’t as enthusiastic about generative AI.
During a recent SXSW talk, Kwan said that he was “terrified” of artificial intelligence. Still, it will likely be a long time before directors lose their jobs to AI.
In the meantime, however, freelancers are much more likely to be impacted by generative AI. The survey showed 49% of the creative class freelancers polled said that AI will reduce the amount of available work, and those in the music industry and creative writing fields were most concerned about losing work to AI.
Entities such as Momo Inc. (NASDAQ: MOMO) are bringing innovative AI solutions to the market to enrich not just video sharing but also ease radio and TV production. Those concerned about losing work to AI may need to change their focus and appreciate the ways in which these technologies can ease or even improve the work that they do.
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