Navigating AI Impact On Creativity In Entertainment Industry

By Pickle  May 13, 2024
Navigating AI Impact On Creativity In Entertainment Industry, Pickle Media

The arrival of Generation AI prompts resource reallocation challenges, driving questions about time management and talent engagement. Yet, specialists can leverage AI to expand value and efficiency, ushering in a new era of productivity says Dr S. Raghunath, Professor of Strategy, Indian Institute of Management Bangalore

The entertainment industry is on the razor’s edge. Literally and figuratively. As AI shaves off a whole lot of repetitive, laborious and time consuming work it also challenges the contribution of human talent specialising in various disciplines of the value chain.

There are contradictory and interdependent tensions born out of deployment of AI These pertain to evaluating and producing novel creative content. Triggering tremendous frustration in changing and re- orienting the application of human talent, time and effort in the traditional specializations involved in producing entertainment content.

We know that aircrafts had Fly-by- wire(FBW) control systems in 1972 yet the pilots did not disappear. They just went through the process of re-training to develop a different set of competencies. Similarly, the specialists in the entertainment industry are bracing up for a rejig in their roles and contributions.

The industry is experimenting with AI for enhancing agility and savings of every kind. However the specialists in the value chain are facing several dilemmas. One relates to the nature and extent of one’s own creative contributions on the one hand while promoting efficiency on the other, using algorithm based decision making while grappling with traditional ways of deciding, introducing flexibility while trying to exercise control.


In the past, movie producers and directors reached dizzying heights of acclaim supervising others who helped them produce top quality content while meeting efficiency and cost targets. As they reckon with the emerging reality of AI entering into the creative space of human endeavour, they have an opportunity to boldly innovate while addressing the operational needs of the industry.

AI powered algorithms are engaging in script writing, casting, editing, post production tasks and sound design. For instance, AI tools are making the painstaking process of editing smoother by correcting colour, lighting, suggesting cuts and transitions, while the human editor has the privilege of taking his or her final call. Machine learning helps the sound designers to analyse scenes and suggest matching sound effects and save many hours of labour in the process.

Specialists in the entertainment industry value chain have gained reputation on the prior work and record which have motivated them to deepen their expertise. The discomfort with AI is primarily stemming from the mastery of their current skills and routines, finding unlearning and relearning quite challenging. The more the threat of change is experienced in the industry there is a tendency to tighten the grip on existing approaches seeking to gain control on what is tending to become uncontrollable.

Specialists contributing their talent in their department and functions in the entertainment business have an opportunity to develop and use a bifocal lens of great reputation for bold innovation as well as delivering world class quality while maintaining financial control.

AI also has infinite possibilities for famous and busy actors. The immense possibilities of virtualization are exhilarating. Exhilarating as the actors can create digital twins and develop their digital persona for action scenes and incredibly risky scenes. And adapt to the changes of where to focus attention and re-allocate time? How to rethink the role and responsibilities of support teams? Actors in demand are trying to navigate between commitments both ongoing and new and emerging innovations in utilizing their physical presence and contributions to specific scenes in the movies.

The challenge in the advent of Gen AI involves re allocation of resources. Time, space and money drive most of the dilemmas. Alternate demands compete for resources. Challenges between multiple projects and commitments boil down to questions on how one spends time. Issues about what kind of talent we should engage emerge because there is a limited budget to spend and choices have to be made. Gen AI can be used to explore multiple and varied ways to expand value, knowing that such explorations will create new opportunities.

There is also some worry about what we receive as compensation will be split with technology advancements now morphing into Gen AI. This is a fixed pie mindset. In contrast if we consider growing the pie before splitting the pie, we have a different scenario.

Specialists can begin to think about what parts of what they do they will gladly dispense with a set of algorithms that will do the job. Specialists can become stretch experts. People who know how to do more with less effort. These developments in AI have minimised the time and expense involved in logistics and crew deployment. AI tools catering to entertainment production and post-production uses have grown as they were developed by unicorns such as Runway, Wonder Dynamics and Metaphysic. They are developing tools that cater to needs and support real workflows in media and entertainment and for creative talent throughout the entertainment content production value chain.

The skill of extracting useful results from Gen AI depends upon “Prompt Engineering”. Prompt engineers can induce Gen AI to respond precisely to a complex task. Data wrangling is another process that requires transforming raw data into a format that is easier to access and analyse. Data wranglers can clean data, remediate data and scrub data to prepare for analytics and make it useful for machine learning.

These are interesting times as the entertainment industry accepts the uncertainty, reckons with the ambiguity and finds a way to move forward. The industry may not quickly resolve all issues but it will navigate, engage and leverage AI tools.

Navigating AI Impact On Creativity In Entertainment Industry, Pickle Media


• The use of copyrighted material to train generative AI models without compensating creators has sparked significant concern, raising both legal and ethical issues.
• Artists and content creators’ rights are at stake, as their work is utilized without proper compensation, exemplified by OpenAI’s Sora video generator producing photorealistic content without acknowledgment or payment.
• The debate revolves around whether AI companies’ utilization of copyrighted material falls within the bounds of fair use, particularly scrutinized within the legal frameworks of the governments.
• Proposed legislation, such as the Generative AI Copyright Disclosure Act, seeks to address these concerns by mandating transparency and fair
compensation for the use of copyrighted works in AI training.
• Anticipated legal battles may prioritize safeguarding artists’ interests over those of Big Tech, signaling a potential shift in judicial focus towards creator rights.
• Ethical sourcing of data for AI training emerges as a crucial consideration, emphasizing the pressing need for transparency in the development processes of AI technologies.
• Critics highlight that the mere availability of content does not justify its unrestricted use, emphasizing the moral and legal imperative for AI companies like OpenAI to disclose their data sources.
• While calls to ban generative AI development are absent, there’s a
resounding demand for AI companies to prioritize honesty, trustworthiness, and fairness in their operations.

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