Generative AI in TV: VIP+ at Mipcom Cannes Recap
This year’s Mipcom Cannes gathered experts on Monday, Oct. 21, to discuss the role of generative AI in the TV industry at its “Applied AI Summit” at the Mip Innovation Lab, with a full day of presentations, panels, technology showcases and roundtable discussions from Runway, Google, Calliope Networks, DLA Piper, Papercup, Social Department, Banijay Entertainment, Newen Studios, Largo.ai, among others.
Variety Intelligence Platform was on hand to present insights from its research on the emerging state of the tech in TV content creation and distribution, detailed further in the June special report “Generative AI in Film & TV.” Here is a rundown of some of the presentation highlights:
Adoption: While gen AI adoption is underway at U.S. media and entertainment companies, implementation remains mixed, with some actively using generative AI in areas of business, some in planning and testing stages and others abstaining. Still, a majority of U.S. media and entertainment decision makers have either implemented generative AI in areas of their company (49%) or plan to (32%), according to a VIP+ survey conducted by HarrisX in May 2024.
Benefits & ROI: Boosting productivity is the main benefit execs said they expect from using generative AI, as well as it being a key way to judge the return on investment from the technology, according to the same VIP+/HarrisX survey of U.S. decision makers. Some also anticipated improvements in the quality of work and faster turnaround times. These expectations sum up to efficiency.
Factors Affecting Gen AI Use: Adopting generative AI for aspects of content production remains a complicated decision, requiring different factors to be weighed. Unsurprisingly, the top factors decision makers deemed relevant to their choice to use generative AI were the quality of AI content and the efficacy of the tools. Other factors, including data security and copyright law, ranked equally important.
These factors each reflect on the fundamental “usability” of generative AI, a question that can be split into two parts:
Copyright and AI performance concerns also rose to the top among reasons decision makers think would pose a real obstacle to their company effectively adopting gen AI. But the most commonly cited reason was a lack of skilled AI personnel, which suggests companies are struggling to know how to operationalize generative AI. Concern about consumer backlash or confusion also appeared among the top.
Near-Term Use of Generative AI: At this point, generative AI is coming into content creation processes where it can, which is primarily in areas of pre-production, post-production and content localization. The biggest uses being looked at right now are concept work, enhanced VFX and AI dubbing, according to VIP+/HarrisX.
Now dig into a data-fueled VIP+ subscriber report ...
Variety Intelligence Platform was on hand to present insights from its research on the emerging state of the tech in TV content creation and distribution, detailed further in the June special report “Generative AI in Film & TV.” Here is a rundown of some of the presentation highlights:
Adoption: While gen AI adoption is underway at U.S. media and entertainment companies, implementation remains mixed, with some actively using generative AI in areas of business, some in planning and testing stages and others abstaining. Still, a majority of U.S. media and entertainment decision makers have either implemented generative AI in areas of their company (49%) or plan to (32%), according to a VIP+ survey conducted by HarrisX in May 2024.
Benefits & ROI: Boosting productivity is the main benefit execs said they expect from using generative AI, as well as it being a key way to judge the return on investment from the technology, according to the same VIP+/HarrisX survey of U.S. decision makers. Some also anticipated improvements in the quality of work and faster turnaround times. These expectations sum up to efficiency.
Factors Affecting Gen AI Use: Adopting generative AI for aspects of content production remains a complicated decision, requiring different factors to be weighed. Unsurprisingly, the top factors decision makers deemed relevant to their choice to use generative AI were the quality of AI content and the efficacy of the tools. Other factors, including data security and copyright law, ranked equally important.
These factors each reflect on the fundamental “usability” of generative AI, a question that can be split into two parts:
Copyright and AI performance concerns also rose to the top among reasons decision makers think would pose a real obstacle to their company effectively adopting gen AI. But the most commonly cited reason was a lack of skilled AI personnel, which suggests companies are struggling to know how to operationalize generative AI. Concern about consumer backlash or confusion also appeared among the top.
Near-Term Use of Generative AI: At this point, generative AI is coming into content creation processes where it can, which is primarily in areas of pre-production, post-production and content localization. The biggest uses being looked at right now are concept work, enhanced VFX and AI dubbing, according to VIP+/HarrisX.
Now dig into a data-fueled VIP+ subscriber report ...