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Emily Blunt just put in words Hollywood’s AI nightmare

Emily Blunt just put in words Hollywood’s AI nightmare
  • PublishedOctober 11, 2024

In a recent interview, Emily Blunt shared her reservations about the rapid advancements in Artificial Intelligence (AI) and its implications for the film industry and beyond. “AI is something we’re all nervous about, and it’s extraordinary what human beings have done with technology, but it doesn’t mean that you should necessarily use it. Is it for the greater good? The good of cinema? For people’s jobs? I don’t know…” said Blunt.

Blunt’s concerns resonate at a time when AI is making significant inroads into creative fields, including cinema. Just this past month, OpenAI launched Sora, a new technology capable of converting text into highly realistic videos. This technology complements OpenAI’s existing suite of tools like ChatGPT and Dall-E, which generate text and images from textual prompts, respectively.

The entertainment industry is still reeling from actor and filmmaker Tyler Perry’s decision to halt a substantial $800 million expansion of his Atlanta film and TV studios. Perry’s move came shortly after OpenAI’s announcement, underscoring the potential of AI to revolutionise traditional filmmaking. “I had no idea until I saw recently the demonstrations of what it’s able to do,” Perry told The Hollywood Reporter, acknowledging the use of AI in two of his upcoming films.

Moreover, the emergence of platforms like Pika, Runway, and VideoPoet by Google offers filmmakers tools to create video content from simple text or still images, capable of mimicking scenes from high-budget productions. Wonder Studio’s AI special effects now allow for drag-and-drop transformations of actors into fantastical figures such as robots or aliens.

These developments hint at a future where film and TV production could be largely automated, from scriptwriting by AI like Squibler and Jasper to composing orchestral scores and editing sequences without human intervention. However, this prospect raises significant concerns among industry professionals, particularly around job security for the vast majority who are not top stars.

The potential disruption to Hollywood recalls the seismic shifts experienced by the music industry with the advent of MP3 technology and home recording software. These changes democratised music production and distribution, enabling artists like Justin Bieber and Billie Eilish to rise to fame outside traditional industry channels. Today, anyone with a computer can produce music or even an Oppenheimer-length film that could pass for a major studio production.

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