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The film industry is undergoing a significant transformation, driven by advancements in artificial intelligence (AI). At the recent 7th Hainan Island International Film Festival, Sun Zhonghuai, CEO of Tencent Video, discussed how generative AI is poised to alter film production and consumption. He anticipates that within two years, AI could contribute to the creation of up to one-third of long-form films and animations.
As AI technology matures, the creative landscape is shifting. This evolving technology not only enhances efficiency but also reduces production costs, enabling filmmakers to explore ambitious genres previously deemed too risky. This article examines the implications of AI on both short-form and long-form content.
The immediate impact of AI on short-form content
Sun Zhonghuai noted that the short-form content sector has already successfully adopted AI tools. He compared short videos to fast-moving consumer goods (FMCG), where rapid production and high efficiency are critical. This sector has experienced a notable rise in AI-generated content, capturing a substantial market share. Current estimates suggest that nearly 30% of the short animation market is now influenced by AI-driven companies.
Efficiency and cost-effectiveness
AI’s impact on short-form video production has led to significant cost reductions and faster turnaround times. The capacity for quick content generation allows creators to produce engaging material that satisfies the increasing demand for instant entertainment. This efficiency is essential in a landscape where consumer preferences change swiftly, and capturing audience attention is vital.
Challenges in long-form content creation
Despite the advancements in AI technology, challenges persist, especially in long-form content. Sun highlighted limitations in current AI capabilities, particularly regarding visual consistency and the replication of human performance subtleties. Issues often arise during extended shots, where variations in character details can detract from the viewing experience.
The nuances of human performance
A major obstacle for AI-generated content is its difficulty in replicating micro-expressions and nuanced movements typical of human actors. These subtle expressions are vital for conveying emotional depth in storytelling. While AI can create visually appealing content, it frequently lacks the ability to evoke the same emotional resonance as human performances.
The future of filmmaking with AI
Looking ahead, Sun expresses optimism about AI’s potential to rejuvenate genres previously considered too financially risky for traditional studios. He argues that with AI’s cost-saving advantages, filmmakers may revisit grand narratives like science fiction and epic historical stories that had been sidelined due to budget constraints.
Tencent Video is actively incorporating AI tools into its workflow, utilizing these technologies at various production stages, including early concept designs, pre-visualizations, and rotoscoping. In the field of LED virtual production, AI is being used to create intricate digital sets, enhancing immersive storytelling.
Embracing a new creative workforce
Concerns regarding AI’s potential impact on employment in creative industries have been raised. However, Sun assured attendees that Tencent is dedicated to prioritizing talent development. The future of film production will demand a new type of creative professional—whom he refers to as art engineers or tech artists. These individuals will combine artistic and technical skills, and Tencent is partnering with leading educational institutions to develop this new workforce.
Sun concluded by expressing enthusiasm for the opportunities ahead, likening the current filmmaking era to a Renaissance. As the industry navigates the complexities of AI integration, the potential for innovation and creativity is vast, promising an exciting future for filmmakers and audiences alike.