According to related media reports, the recent outbreak of the Hollywood writers' strike, there are two reasons: one is the traditional writers and streaming media platforms in the division, collaboration mode contradiction intensified, and the other is the ChatGPT and other representatives of the AIGC boycott. In the view of the screenwriters involved in the strike, AIGC treats their work as training data, but they do not receive any royalties; at the same time, the existing AIGC-generated videos, play texts and other content, the level is low, and even contains a large number of errors, and many screenwriters are dissatisfied with being reduced to modifying these poor quality content "tinkerer ".
It can be seen that AIGC is currently facing at least two major problems, one is the protection of copyright and other rights and interests and the distribution of benefits, and the second is the collaborative relationship with human beings.
In China, AIGC has also been used to some extent. In Chinese short video platforms such as ShakeYin and B Station, there are already many content such as pictures of people generated with AI and AI singers singing songs of various styles, and the number of hits on such video content is even in the hundreds of thousands, and the related accounts have also seen a surge in fans in a short period of time. At the recently concluded Beijing International Film Festival, several industry insiders also revealed that their companies are already using AI to generate promotional posters and other publicity materials.
Chen Yu, a well-known Chinese director and screenwriter, said, "Recently, artificial intelligence has had a very significant impact on the industry, and it has reached a very urgent time, and all companies are thinking about how to respond, but no one has come up with any ideas so far. From my personal point of view, the impact of artificial intelligence on film and television creation is bound to be huge, but in the short term, it won't help much yet."
Witnessing the impact
As an industry born from technological advances, the film and television industry is also particularly concerned about the new round of technological revolution led by AI. The industry is currently marveling at the efficiency of AIGC on the one hand, which in turn has led to all kinds of speculation about the changes in the industry chain, and on the other hand, the film and television industry relies heavily on the quality of the underlying content, and content creation relies more on the inspirational creativity from 0 to 1, which is a capability that AIGC is currently and even will be difficult to have for some time to come.
"My creative team has conducted a series of tests and attempts on AI, and I was rather surprised by the performance. From the creative dimension of design, from the initial simple theme, to the later request for a few simple scene cue words, a scenario overview, 30 seconds AI can generate part of the novel movie fragment, if disassembled can be clearly set into several goals, it is currently able to complete a basically sound plot design based on a set of logic. The second dimension I call style, this is also able to be reached through imitation. The third dimension I call the concept, if you let the AI tell a story around a certain topic, you can see the logic and values of the AI, it has a concept, should be summarized from the massive amount of material to learn. In addition to this there is the issue of emotion, AI's current knowledge of all types of human emotions can reach a certain level of accuracy." Chen Yu said.
Lu Yangming, president of Huawei Cloud Media Services, said, "The emergence of AI will put many traditional simple and repetitive development jobs at risk of being replaced. We should actively address the new challenges and consider how to use AI to generate documents and digital content such as images and videos faster. For the film and television industry, this change has actually already begun."
However, there are many industry insiders who believe that AIGC still has many shortcomings and AI is still just a tool for now.
Jiang Defu, CEO of Bona Film Group Co. said at the Beijing International Film Festival, "All new technologies need people to direct them, to use human consciousness and brain and methods to solve them, it is still our tool. So how do we face the new technology? What's in front of us is to learn and to harness it. For us, there are some reserve projects that are already considering which use AI technology, and we have to incorporate it with newer modern filmmaking techniques, otherwise our innovative shifts and creative expressions won't be possible."
Conflicting rights and interests
AIGC consists of three main competencies, namely comprehension, generation and the ability to rapidly iterate on models. And to have the above capabilities with continuous output, it is still inseparable from arithmetic power, algorithms and data.
Therefore, from the level of AIGC training and capability formation, the film and television industry has a large amount of data and content, which is both an industrial opportunity and a challenge at the moment. Specifically, the data and content required for training AI models, its source, use, and usage are of great concern to all parties.
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