Jeffrey Katzenbergthe co-founder of DreamWorks, said Hollywood is preparing to use artificial intelligence.


Speak at Fortune’s Brainstorming at the AI ​​conference in San Francisco on Tuesday, he said top Hollywood showrunners and creators are embracing AI.


“I would say almost across the board they’ve all talked about how the AI ​​tools have been useful to them today,” Katzenberg said.


“They have seen them as a resource and an asset that has made them more productive,” he said of AI tools, adding that with the use of AI, makers have “been able to increase the diversity of their work and the quality of their work. ” work.”


“They find these tools to be a great resource for them – and it doesn’t limit them, it inspires them,” he added.


DreamWorks animation is the force behind animated classics like ‘Shrek’, ‘Kung Fu Panda’ and ‘How to Train Your Dragon’.


Katzenberg’s comments come after Hollywood writers went on strike for months last year, partly in response to the use of AI in their industry.


More than 11,000 film and TV screenwriters went on strike from May to September 2023 after the Writers Guild of America, or WGA, could not agree on a labor contract with the Alliance of Motion Picture and Television Producers, or AMPTP.


The strike was aimed at securing better wages and fairer working practices, as well as pushing for greater regulation of the use of AI in film writing and production.


The strike led to important victories: The WGA agreement with AMPTP said that the AMPTP members can use AI-generated material, but cannot write or rewrite literary material with AI.


Under the agreement, AI-generated material will not be considered source material, a rule that will protect writers from having their credit undermined by AI. Writers also cannot be required to use AI software.


Katzenberg previously said that AI could reduce the cost of animated films by 90%.


“I think AI as a creative tool, think of that as a new form, a new brush or a new camera, offers so many opportunities,” he said in November 2023 at the Bloomberg New Economy Forum in Singapore.


“Well, in the good old days, when I made an animated film, it took five hundred artists five years to make a world-class animated film,” he said.


“I don’t think it will last 10% of those three years from now,” he added.


DreamWorks representatives did not respond to a request for comment from BI, which was sent outside regular business hours.


Read the original article Business insider



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