Are there ways to let AI help to unleash creativity? The perspectives of filmmakers and VP of Creative

It's a fact, AI isn't going anywhere.

There's an important debate over whether AI can replace editors, writers, or concept art directors. A majority accept the fact that AI is inevitable, and they is now considering its ability to revolutionize how work is done. In Cannes I heard the opinions of artists such as will.i.am from Black Eyed Peas fame discuss the ways in which AI will transform the world within the next 10 years. Much of the conversation was focused on the various ways that AI has rapidly uncovered the full potential of individuals' dormant abilities and its effects on creative processes.

As a creative director for over 20 years, I was looking to share my thoughts and see this as an opportunity to participate in a conversation with the people in my circle.

How is the situation? What can we do to move into the coming years?

Here's the way AI can do today.

"I was a magician before I became a film maker. Very quickly, once you're a magician, you discover that even the most advanced technology is comparable to magical. It can even be terrifying when you aren't sure how it's working or what's happening. It's exactly the same way that I'm feeling about AI being an artist or any other professional who translates profits from the ideas that reside stored in your head onto display or the paper. AI can be a frightening issue because it may replace you." Ben Proudfoot, Oscar-winning short Doc directory. Found as the company's CEO. Breakwater Studios

Humans are naturally creative. It is a characteristic that AI is unable to duplicate.
 
  Midjourney launched its services in the month of July 2022. ChatGPT was a close second following month in November of that same year. Since then, we've witnessed self-described "non-creatives" discover their creativity, which was otherwise unattainable because of skill gaps.

The outcomes of several of these projects are quite impressive, and the tools have been developed at such a rapid pace it's hard to believe that they're only a year older.

AI can help you effectively communicate ideas

Nuanced concepts for pictures, stories, or music are limited by the techniques and abilities needed to bring these ideas to reality.

The past year has shown that these images were created using just a few keystrokes

  If you're a successful creator, such as award-winning filmmaker Hashem Al-Ghaili the opportunity is more lucrative.
 
  Take a look at the short AI-generated film " Last Stand," which depicts how humankind would react when aliens were to come into contact.

  "AI is going to have us see our world in a manner that we've never thought about," says Crystal Edmonds who heads accounts and also event Activation at Magnet Media Films. "I believe it's going increase our understanding. We'll learn something we've never thought we would want to learn about. You're likely to see the people unlocking a whole new level of their creative potential with AI."
 
  Take a look at, for instance, Staff Pick winner Paul Trillo's short film "Thank You for Not Answering."

Instead of trying to achieve realisticity, the designer opts for the dreamlike style that Runway has created in its Gen-2. "As one who calls an individual from his previous life, he's flooded with pieces of his lost memory and imagines a life that might be."

True artist, he's adjusted to the weaknesses and strengths of the medium to create an original piece.

AI is an excellent instrument to test your thoughts

It is clear that even though these are incredible instances of how AI can be used to convey an artistic vision, AI for commercial use remains an inconclusive technique.

Take a look at the artificially generated beer commercial. This is a product from the time, and it is not classified as a legitimate advertisement if run as an authentic commercial.

It does, however, offer more than adequate information to convey an idea to executive more efficiently than a doodle outline or elevator pitch ever could.
 
  Thanks to generative AI technology, it's no longer required to rely on your words to create visually appealing images for ten or more people In fact, you could utilize an explicit prompt to create the ideal sizzle film, animatics, or pre-visualizations, to convince viewers to accept a certain vision.

What do these mean for today's creatives?
 
  Learn how to create an effective proposal for AI.
 
  "I think this generation will upskill into the technology that is in our arsenal and will begin using artificial intelligence generative both in writing and in visual media," says Orlando Baeza chief marketing officer as well as Chief Revenue Officer at Flock Freight. "I believe there's actually an abundance of jobs to be created there, but it'll have to upskill our existing workforce before the next generation of workers will be able to improve the process."

AI can speed up production

The current video-making process is averaging between two and three weeks for production from the beginning until completion However, AI has speeded this process up, freeing filmmakers to explore their creativity and allowing producers more chance to work on projects that require concentrated work.
 
  "I believe that one of the more significant issues that the industry is facing is the expense making a film. There's a high barrier of making a film and one of the unique aspects of this process is that it helps make filmmaking more affordable to all," continues Baeza. "So If AI and machine learning tools could help a person just with a couple of resources to reach large audience, then that's a good idea, isn't it?"
 
  AI has already made videos easier to produce by automating processes like editing transcription, personalization and the planning. For instance, the removal of items from the background of videos was an arduous, lengthy process -- but it can now be done with the Generative Fill tool.
 
  "I believe that organizations will view AI as efficiency and productivity improvements," says Baeza. "I believe AI can be a very effective companion and will likely be integrated within organizations that are creative."

The problem is that AI is unable to assist you with.

AI will not help when you go famous.

Machine learning is based on crunching previously-used data and analyzing the patterns of what it had previously eaten. As in the above example the machine learning an generative AI tool could produce a gorgeous picture of a blue colored cup. It is based on thousands of images it's looked through of blue cup.
 
  It's not about replicating the same thing that's had before. It's an approach to frame ideas in a fresh approach, creating a different view on old ideas or creating a link that no one else created. The words of Steve Jobs famously said:

"Some people say give the clients what they want however, this is not the way I think. It is our job to determine the things they're searching for before providing them with what they need. I believe Henry Ford once said, "If I'd asked the clients what they were looking for I would have gotten an answer that said they needed a more speedy horse.' They don't realize what they'd want until you've presented the item to them. The job of us is to communicate the things that aren't accessible on a paper." Steve Jobs, Co-founder of Apple

Creativity results from the science of art as well as from AI is really adept in the science aspect of the equation.
 
  There are some standard, repeatable best practices which are used in our field and which AI could replicate such as the rule of threes, or employing a large red font to promote a sale. However, AI isn't able to look ahead: it doesn't identify virality, or give an innovative, fresh view that consumers would appreciate.
 
  Creatives are fortunate to have a bright future. Differentiate yourself with creative concepts that you can then use AI to help bring your concepts into reality.

AI isn't able to replicate the inventive technique.

One of the great benefits of being creative is the fact thatregardless of how precise the vision you have, your concept develops a personality that is its own when it develops. Anyone who interacts with it adds their own thoughts and ideas to the concept and the end result has a unique appeal you could not have imagined.
 
  One editor from the film industry I worked with once told me "You might have shot your storyboard, however your storyboard isn't really relevant anymore and I'm going to use the footage I've got." If everything was executed in accordance with the storyboard the editor could add or remove details, or even alter things in a manner which was distinct from the original plan.
 
  Currently, I don't see any way to use AI to mimic the process of creativity in this method.
 
  It doesn't have a unique view that it can bring into the process like the video editor. Therefore, when AI can be used in the process of creation such as to speed ideas or edits -- humans remain a part of the creation process in and of itself.

Stay curious and open your mind

In the end, AI could speed up the speed at which we communicate our vision, and it's the catalyst that allows an entirely new breed of innovators to rise up and achieve feats that we'd never imagined. If I had to capture this moment with a word that would describe the moment and the experience, I'd be both nervous and exuberant as unlike any other time for a long while, we're looking towards the future.

Really though, I'm just one person, and I have an assortment of ideas and ideas. I think we should keep looking at possibilities using a playful curiosity, maintain an open mind, and continue the dialogue.

In case you're wondering, where do you stand? Which are the ways you're using AI in the present, and where do you think it's going to take our industry?

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