Olufemi Adeyemi
The Nigerian entertainment industry is experiencing the introduction of Artificial Intelligence (AI) and its potential effects on the industry are raising concerns among experts. AI has the capability to write scripts, generate actors’ likenesses, and streamline the creative process, which has become a point of contention.
As Artificial intelligence (AI) advances, the entertainment industry faces new risks, generating fears and uncertainties for practitioners and potentially leading to a wave of job losses.
Artists, producers, and other industry professionals are
worried that AI will soon replace them.
Most jobs in the entertainment industry, such as editing,
writing, and acting, are done by humans. AI is now capable of doing many of
them.
According to The Challenger Report, AI was responsible for
3,900 of the approximately 80,000 job cutbacks that occurred in the US in May.
“Between January and May, there were about 417,500 lost
jobs, making it the worst five-month start to a year since 2020, when the onset
of the pandemic led to more than 1.4 million layoffs. Outside of the pandemic,
the start of 2023 has produced the worst layoff numbers since the 820,000
layoffs that took place to start 2009,” it said.
It is becoming increasingly clear that AI has the potential
to revolutionise the way people create and consume entertainment.
Peter Dukes, a multi-award-winning director and producer,
said AI should be used with respect to the needs and best interests of those
whose works are being used.
“Companies using it need the artist’s consent, and they
should be credited and compensated and everything needs to be transparent,” he
said.
AI is already being used in a number of ways in the
entertainment industry. For example, AI-powered software can be used to create
realistic-looking images and videos, which can be used in movies, TV shows, and
music videos.
It can also be used to generate new scripts, analyse scripts
that will be turned into films and help filmmakers manage the process more
effectively.
According to Akinyele Solchild, a creative director and
entertainment analyst, artists should learn, join the trend, participate in the
operation of AI, and become knowledgeable about it. “They will suffer if they
do not because people can utilise their knowledge to address problems as a
service without them. They must adapt and maintain control over the operation
of AI.”
“On the bright side, AI will create solutions to problems
that are difficult for humans to solve, as well as allow people to be
entertainers without being limited by the human element,” he added.
As AI continues to develop, it is likely that it will become
even more sophisticated. This could lead to a situation where AI-powered
artists and producers are able to create content that is indistinguishable from
human-made content. This could put a lot of people in the entertainment
industry out of work.
In addition to the threat of job losses, experts say people
in the entertainment industry are also worried about the impact of AI on the
creative process. AI will stifle creativity and make it more difficult for
artists to come up with new and original ideas, they said.
Artists and film producers must be able to defend their
intellectual property from encroachment by AI, as well as anti-piracy measures
in terms of unauthorised distribution, according to Yemi Daramola, a filmmaker
and distributor.
“This is why regulation is critical to the entertainment
industries; without regulation, everyone will suffer,” he said. “Music artists
and film producers can start learning and using AI-powered tools to improve the
production process. AI can be used in areas such as sound editing and mixing,
VFX and video editing.”
He added that Nigerian music artists and filmmakers should
also work with AI firms to develop AI-powered tools that can help automate
aspects of the creative processes as a way to improve productivity.
Automating news distribution with AI
Broadcasters are always on the lookout for ways to save money and improve efficiency. Automating news production has been the latest answer to reducing costs, while also increasing viewership.
Journalists can now use AI in media production processes. They can gather content and understand data pools, as well as compose and distribute media at the click of a button in what is becoming known as ‘automated journalism.’ Algorithms are being used to produce stories at scale. Structured data on sports games and financial earnings, for example, can be transformed into news texts with little to no human intervention.
The personalization of news is one way AI is being utilized. Machine learning offers possibilities to understand a user’s preferences and deliver more engaging content. This technology is also used to break news to your mobile device’s lock screen.
Intelligent notifications, also known as ‘recommender systems’, optimize the content you’re exposed to based on your individual preferences. Like most technologies, recommender systems are neither inherently good nor bad, but the subject has been cause for debate.
Artificial intelligence in social media
Artificial intelligence in social media has many use cases, playing a fundamental role in how social media functions. For example, Facebook can recognize faces in photos and use automated retargeting to bring up ads for products you were recently looking at.
It’s no secret that Facebook uses advanced machine learning for almost every aspect of its platform to enhance your user experience and its profit. LinkedIn uses similar technology to offer relevant job recommendations, while Snapchat and Instagram use computer vision and AI to overlay filters that move with your face in real-time.
Other examples of artificial intelligence in social media include:
- Social creation and management: auto-generating social media content across channels (including hashtags and shortened links)
- Social insights – analyzing posts at scale and extracting user insights
- Social media ads – writing optimized Facebook and Instagram ads for you, using AI tech to predict, at scale, content that is optimized for clicks, conversions and language preferences
Artificial intelligence is continuously evolving and sweeping the media and entertainment industry, working behind the scenes to increase efficiency and bring personalization to a whole new level. In today’s competitive climate, media outlets need to embrace and implement AI tools.
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