A Positive Outlook on AI in Production at MIP London Panel

A panel at MIP London has expressed an optimistic view regarding the role of artificial intelligence in production.

Insights from Industry Experts

On Tuesday, Mark Endemaño, partner and managing director at global consultancy firm AlixPartners, shared his company’s insights with industry peers at the prestigious Savoy Hotel in London.

Enthusiastic Perspectives on AI

The panel featured experts including Eline Van Der Velden, CEO and founder of Particle6, Jason Mitchell, founder of The Connected Set, and Avi Armoza, CEO of Armoza Formats. They collectively presented an enthusiastic perspective on the integration of AI in the film, television, and broader content sectors.

Case Studies Highlighting AI’s Impact

Endemaño referenced notable case studies, including FX’s Emmy Award-winning Shogun, which utilized AI to enhance battle scenes with “virtual actors.” He also mentioned the Netflix documentary Churchill at War, where AI was employed to recreate Winston Churchill’s voice for reading letters and speeches. Additionally, the late British TV presenter Michael Parkinson has seen his interviews revived as a podcast, Virtually Parkinson, thanks to AI voice technology.

Addressing Concerns in the Creative Community

“While there is significant anti-AI sentiment within the creative community and among fans,” Endemaño noted, “the recent controversy surrounding The Brutalist and the use of voice tuning, as well as Heretic’s disclaimer stating no generative AI was used, highlight the need to protect intellectual property at all costs.”

The Future of Ethical AI

He emphasized that AI is here to stay and is not merely a passing trend like virtual reality. “The future lies in ethical AI,” Endemaño asserted. “We must ensure that content creation respects IP rights and human creativity, using technology to enhance storytelling rather than for its own sake. Transparency, privacy, accountability, and environmental considerations are also essential. We need to establish frameworks and guidelines that promote the responsible and ethical use of AI.”

AI’s Role in Production

Mitchell, whose company The Connected Set has leveraged AI for image and video generation, acknowledged, “We’re not using AI in live productions yet, as broadcasters are understandably cautious about its inclusion.”

Human Creativity and AI Collaboration

Van Der Velden sought to dispel the myth that AI’s introduction would diminish human involvement. “We’re now generating short films entirely with AI,” she explained. “From synthetic humans to complete drama series, the creative process remains heavily human-driven. You must be deeply engaged when collaborating with AI.”

Balancing Workforce and AI Integration

While Mitchell concurred that AI should not lead to workforce reductions, Armoza pointed out, “In writing rooms with fifteen people, AI might allow for only two or three. We must acknowledge this reality; it could eventually reduce the number of professionals needed in the field.”

Increased Productivity through AI

Mitchell shared insights from his company’s Snapchat channel: “We used to produce three episodes a week. With AI, we can now create three episodes a day, resulting in 15 clips weekly and a fivefold increase in revenue, all while maintaining the same team. The potential for content creation is nearly limitless.”

Mark Your Calendars for MIP London

Don’t miss the inaugural MIP London, running from February 23-27.

Persons

Mark Endemaño, Eline Van Der Velden, Jason Mitchell, Avi Armoza, Michael Parkinson

Company Names

AlixPartners, Particle6, The Connected Set, Armoza Formats, FX, Netflix

Titles

Shogun, Churchill at War, Virtually Parkinson, The Brutalist, Heretic

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