AI Set to Become ‘Single Biggest Driver of Change’ in the Industry, Says AlixPartners’ Mark Endemaño, but Keep an Eye Also for ‘Spandex and Spray Tans’
08.04.2024 - 11:39
/ variety.com
Marta Balaga It’s confirmed: AI is going to be “the single biggest driver of change facing the industry,” said Mark Endemaño at MipTV. According to AlixPartners’ managing director, the creative industry is “leading innovation and looking for ways to make it work.” “Seventy-two per cent of execs say that they are ‘early adopters’ and as an industry, totally, 25% expect to take up with AI in the next year.
There are inevitable employment challenges on the horizon, however. The estimate is that by 2026, up to 21% of jobs could be impacted in some way in the film, TV and animation space.” Mentioning OpenAI’s introduction of the Sora text-to-video model – “It’s right for all these shockwaves to resonate” – Endemaño also mentioned another company, currently developing a proprietary tool that “goes from storyboard animatic to a 7-minute animation with a click of a button.” “That is mind-blowing.
They are on track to deliver it in July. It’s incredibly exciting and pretty scary as well.” Just like the entire conversation surrounding AI at the moment.
“What’s the reality of adoption of AI? I think junior entry roles will be the most impacted, and that’s our training ground. That’s how we bring people in! On the other hand, young people will be the first to adapt to using this stuff and these tools don’t operate themselves…Yet.” “If I think of it optimistically, if we are automating the boring stuff, then we have more time for the truly creative things.
But there needs to be some kind of legal reckoning. Is this effectively industrialized plagiarism? Is this the world’s biggest IP heist happening in plain sight? I do think it’s true and I have felt that for several years.” The former Disney exec Endemaño also opened up about
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