AI Set to Become ‘Single Biggest Driver of Change’ in the Industry, Says AlixPartners’ Mark Endemaño, but Keep an Eye Also for ‘Spandex and Spray Tans’
variety.comMarta Balaga It’s confirmed: AI is going to be “the single biggest driver of change facing the industry,” said Mark Endemaño at MipTV.
According to AlixPartners’ managing director, the creative industry is “leading innovation and looking for ways to make it work.” “Seventy-two per cent of execs say that they are ‘early adopters’ and as an industry, totally, 25% expect to take up with AI in the next year.
There are inevitable employment challenges on the horizon, however. The estimate is that by 2026, up to 21% of jobs could be impacted in some way in the film, TV and animation space.” Mentioning OpenAI’s introduction of the Sora text-to-video model – “It’s right for all these shockwaves to resonate” – Endemaño also mentioned another company, currently developing a proprietary tool that “goes from storyboard animatic to a 7-minute animation with a click of a button.” “That is mind-blowing.
They are on track to deliver it in July. It’s incredibly exciting and pretty scary as well.” Just like the entire conversation surrounding AI at the moment. “What’s the reality of adoption of AI?
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