Industry

As we wrap up this year's advancements in generative AI software, it's clear that the landscape is a mixed bag of innovations and surprises. The leading trend for achieving the best results involves starting with image creation and then progressing to video generation. Among the frontrunners, Google's VEO 2 has outshone the much-anticipated SORA for video generation. However, China's MINIMAX remains a strong contender.

Looking ahead to 2025, the focus will be on how these tools can be harnessed to create independent content for mass consumption. While this field is still in its infancy, the advertising industry is quickly adapting to generative AI, particularly for short-form content. The challenge lies in the 4-10 second video length limitation, which may become a bottleneck for broader adoption.

While the use of generative AI in Hollywood studios is still limited, several major players are beginning to explore its potential:

• Universal Pictures: Partnering with AI studios like Asteria Film to create AI-generated content.
• Amazon Studios: Collaborating with AI research startups to enhance content creation and distribution.
• Disney: Experimenting with generative AI for animation and special effects.
• Netflix: Utilizing AI tools to optimize content recommendations and production workflows.
• Sony Pictures: Investing in AI technologies to improve visual effects and streamline post-production processes.

The synergy between live-action and generative AI holds the promise of creating captivating content for audiences. It's worth noting that AI tools have been integrated into VFX, CGI, and animation software for almost a decade. However, the rapid adoption of models like ChatGPT-3 is causing a significant stir in media and other industries, highlighting both the excitement and apprehension surrounding this technology.
In addition, the ease of use without having the technical knowledge of coding is the democratization of the use. This will enable younger generations such as Gen-Z and Gen-alpha to start creating content that will be more relevant to audiences instead of big studios.
As generative AI continues to evolve, it will be fascinating to see how these tools shape the future of content creation and redefine our consumption habits.