CULTURE

I recently spoke at the Sundance Film Festival on a panel about AI. Sundance is an annual gathering of filmmakers and movie buffs that serves as the premier showcase for independent films in the United States. Knowing that many people in Hollywood are extremely uncomfortable about AI, I decided to immerse myself for a day in this community to learn about their anxieties and build bridges. I’m grateful to Daniel Dae Kim @danieldaekim, an actor/producer/director I’ve come to respect deeply for his artistic and social work, for organizing the panel, which also included Daniel, Dan Kwan, Jonathan Wang, and Janet Yang. I found myself surrounded by award-winning filmmakers and definitely felt like the odd person out! First, Hollywood has many reasons to be uncomfortable with AI. People from the entertainment industry come from a very different culture than many who work in tech, and this drives deep differences in what we focus on and what we value. A significant subset of Hollywood is concerned that: – AI companies are taking their work to learn from it without consent and compensation. Whereas the software industry is used to open source and the open internet, Hollywood focuses much more on intellectual property, which underlies the core economic engines of the entertainment industry. – Powerful unions like SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists) are deeply concerned about protecting the jobs of their members. When AI technology (or any other force) threatens the livelihoods of their members — like voice actors — they will fight mightily against potential job losses. – This wave of technological change feels forced on them more than previous waves, where they felt more free to adopt or reject the technology. For example, celebrities felt like it was up to them whether to use social media. In contrast, negative messaging from some AI leaders who present the technology as unstoppable, perhaps even a dangerous force that will wipe out many jobs, has not encouraged enthusiastic adoption. Having said that, Hollywood is under no illusions that AI will change entertainment, and that if Hollywood does not adapt, perhaps some other place will become the new center for entertainment. The entertainment industry is no stranger to technology change. Radio, TV, computer graphics special effects, video streaming, and social media transformed the industry. But the path to navigating AI’s transformation is still unclear, and organizations like the new Creators Coalition on AI are trying to stake out positions. Unfortunately, Hollywood’s negative sentiment toward AI also means it will produce a lot more Terminator-like movies that portray AI as more dangerous than helpful, and this hurts beneficial AI adoption as well. The interests of AI and Hollywood are not always aligned. (Every time I speak in a group like this as the “AI representative,” I can count on being asked very hard questions.) Most of us in tech would prefer a more open internet and more permissive use of creative works. But there is also much common ground, for example in wanting guardrails against deepfakes and a smooth transition for those whose jobs are displaced, perhaps via upskilling. Storytelling is hard. I’m optimistic that AI tools like Veo, Sora, Runway, Kling, Ray, Hailuo, and many others can make video creation easier for millions of people. I hope Hollywood and AI developers will find more opportunities to collaborate, find more common ground, and also steer our projects toward outcomes that are win-win for as many parties as possible. [Original text: deeplearning.ai/the-batch/is… ]

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