Company contribution
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Can AI and green content co-exist ?
Matt Quirk , Director , WW OEM Channel & Ecosystem Program at
HPE , investigates .
When none other than Tyler Perry halts an $ 800 million studio expansion after seeing a text-tovideo AI demo , you know something major is happening in media and entertainment . AI isn ’ t new to the industry — Netflix has used machine learning ( ML ) to serve up recommendations since the early 2000s — but generative artificial intelligence ( GenAI ) is changing more than distribution and marketing . GenAI is primed to change how film , television , and music are imagined and produced .
The risk to the artists , creators , and craftspeople who make the shows and songs we love is worrying , but it isn ’ t entirely clear yet . What is clear : Training AI and deploying AI services can consume staggering amounts of energy and create tons of CO2 emissions . Here are some data points .
Each one of NVIDIA ’ s H100 AI GPUs consumes up to 700W of power , which is more than the average American household per year . 1 Training a large language model ( LLM ) can emit as much CO2 as six passenger-jet flights from San Francisco to New York . 2 Generating responses is less energy intensive , but Sajjad Moazeni , a researcher at the University of Washington , estimates that ChatGPT needs 1 GWh of electricity a day to answer all the queries it receives . To put that in context , 1 GWh is what 33,000 US households consume in a day . 3
Every human-powered function that GenAI assists , improves , or replaces adds to the electricity bill . The question for media and entertainment is whether the efficiencies GenAI creates outweigh the energy it consumes . If it does , GenAI may be a net positive for sustainability . If not , it ’ s a sign we all need to heed . took centre stage — and a large portion of the exhibition hall . Nearly 200 exhibitors and 150 sessions featured AI and machine learning tools . AI is also a major headliner at the upcoming CABSAT event in Dubai .
AI is hard at work throughout the global media and entertainment industry , and its impact is growing rapidly . AI algorithms compress video , optimise streaming , and save energy every day . With the advent of GenAI , machine intelligence will contribute even more , and at every stage of media creation and distribution .
Creative – It may sound like fantasy , but GenAI is already helping film producers analyse scripts , predict box office potential , and even generate scenes and entire scripts . The same holds true in music , where singers and songwriters are using AI to generate lyrics , melodies , and finished songs .
Production – Synthetic , virtual worlds have always been part of filmmaking . Major motion pictures and television productions already shoot in virtual sets made of 360 ° LED walls that can display any location imaginable . With GenAI , set designers will be able to conjure worlds with minimal effort by typing a few words .
Post-production – Animation , editing , and sound design use AI today to automate tasks and generate sequences . GenAI allows editors to remove objects from a scene , turn a can of soda into a glass of wine , de-age actors , and create composite performances stitched from multiple takes .
Digital asset management – Using GenAI to search footage is another emerging use case that can save hours of manual searching . Because GenAI can understand the action , performances , and cinematography of a scene , editors can search conversationally for virtually any attribute . This super-search workflow speeds up editing whether an editor is scrubbing through dailies on a feature film or searching stock libraries for the perfect shot .
What roles will GenAI play in media and entertainment ? At NAB 2024 , AI and the creator economy
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