A remixed version of the famous nursery rhyme, Old Macdonald Had a Farm A.I.-A.I.-WOAH or A.I.-A.I.-WOE could very well be used to describe the spectrum on which the current feelings about how technology is redefining the entertainment industry could be placed on. Either we are doting on A. I for being a ‘wow’ factor that is giving main character vibes or we are cursing at it because it is replacing human talent.
The latest upheaval centering the AI (Artificial Intelligence) controversy is the Hollywood-AI deadlock that’s making global headlines. Hollywood actors and writers for the first time in over 60 years have joined forces to protest AI taking over their roles. They unified as one to demonstrate against how A. I. is influencing the future of the entertainment industry. A disturbing turn of events show how A.I has already taken over where according to CBS news, the A.I. company “Metaphysic has found a way to immortalize actors through data capture”. This allows performers/actors to star in future films without ever actually having been there, physically. Similarly, A.I. has the ability to imitate voices of singers and pretend to be them where the resemblances are almost uncanny. When it comes to writing, ChatGPT has become a common enemy. There is no doubt then that A.I’s most recent developments are alarming. Their woes bring to the forefront how decisions made by major studios are leading not only to just job cuts but also how A.I. tools have the potential to completely replace their roles in the industry.
Technology’s ability to redefine entertainment knows no bounds. Marvel being able to bring to life an entire ‘Wakanda’ or Cameron’s 2022 ‘Avatar’ film being accoladed as the pinnacle of spectacular Computer Graphics Imagery (C.G.I) are few of a myriad of examples of how technology has advanced into the entertainment industry and made advancements in the very same. It is not an overstatement to say that the industry has witnessed exponential growth as a result of the use of technology. However, as most things do, Technology has its boons and banes as well.
The pros list is long
A glance at the key areas where technology has been reshaping the entertainment industry can tell you where it has made the most noticeable impact. For instance;
- Digital Distribution: The world of technology has revolutionized how content is delivered to consumers. Streaming platforms have taken the lead whereas physical media has slowly diminished into nearly nothing.
- Virtual and Augmented Reality: VR and AR technologies have entered the mainstream entertainment sector. On one hand, VR has enabled immersive gaming experiences, interactive storytelling, and virtual events. The recent awe-inspiring exhibition series which was titled “Van Gogh-The Immersive Experience” which was a 360 digital art experience is an apt example of how far VR can go. On the other, AR has been used for location-based gaming and enhancing live performances.
- Social Media and Fan Engagement: The entire K-pop industry can vouch for how technology plays a key role in how they acquire and retain fans. Technology has made it seem like our favorite celebrities are just one video call away by enabling interactions on various platforms such as WeVerse.
- Cloud Gaming: With this technology, gamers cannot be gate-kept any longer. Cloud Gaming allows players to stream games over the internet without the need for high-end hardware.
- Hybrid Events: The pandemic should be given due credit for propelling an implementation as such. Combining in-person experiences with virtual elements might become the norm for concerts, film festivals, and conventions, catering to both physical and online audiences.
While this is just the tip of the iceberg, the little evidence presented above reiterates the massive hold that technology has on the entertainment industry.
The cons are no fewer
However, the Hollywood strike does bring to attention the gravity of the issue of technology towering over the entertainment industry, in a way that belittles or obsoletes the rest of the human stakeholders. Therefore, instead of regarding technology as an elixir, it is safe to peg it with its fair share of drawbacks.
- Digital piracy: Illegal downloading or streaming copyrighted content has now become a lifestyle. This has led to revenue losses for content creators and distributors.
- Shorter Attention Spans: The ease of access to a vast amount of content has created an audience with an attention span of a fruit fly. They have lost interest in longer narratives impacting the creative choices made by content creators
- Job disruptions: The Hollywood strike against A.I. raises concerns about how automation in content creation and distribution is leading to job displacements. This is impacting professionals in the entertainment industry. Some studies have gone as far as to replace scriptwriters with A.I. This will lower the quality of the work because of the repetitive and mechanical writing styles that A.I. adopt.
- Quality Vs. Quantity: The demand for constant content creation to feed streaming platforms can lead to a focus on quantity over quality. This might lead to a flood of mediocre content that might not receive the attention it deserves.
- Over-commercialization: Some believe that the emphasis on data-driven content creation might prioritize commercial success over artistic expression
- Displacement: Consumers seem to be levitating in masses towards digital platforms. Cinemas, DVD sales, and cable television are facing challenges on a large scale. This can result in job losses and economic challenges for individuals who are dependent on these industries.
The Hollywood strike brings to the table a very valid point. The existence of technology and humans in the entertainment industry should not be mutually exclusive. Rather they should complement each other to redefine the industry and also to progress. Addressing these challenges will be crucial for stakeholders in the entertainment industry to ensure technology’s positive impact outweighs its negatives. It is all about striking a balance between innovation, creativity, and responsible practices to maintain a thriving and sustainable entertainment ecosystem. If this middle path is not achieved, we wouldn’t have any more ‘Barbies’ or ‘Oppenheimers’ to sit and have conversations about.
(Sandunlekha Ekanayake)