RealmIQ: SESSIONS with Mark Turner

RealmIQ: SESSIONS

0:00

-46:13

RealmIQ: SESSIONS with Mark Turner

Curt Doty

Apr 20, 2024

Send us a text

Welcome to Season 2 of RealmIQ: SESSIONS with Mark Turner who is President, Entertainment Technologists Inc, and Director of the Production Technology Program for Movielabs. Mark was the lead author on the MovieLabs 2030 Vision for the Future of Content Creation and now actively works with the studios and MovieLabs to evangelize the Vision, build transformative technologies that support it and develop standards and systems to accelerate adoption.

Topics Discussed

1. AI in Hollywood

Current Impact: AI's role in transforming the entertainment industry
Initial Reactions: Fear and skepticism due to IP issues, deepfakes, and digital twins
Shift in Perspective: Acceptance and realistic view of AI as a tool for enhancing creativity

2. The Role of Generative AI

Generative AI in Content Creation: Benefits and limitations
Practical Applications: AI as a series of tools to assist creatives
Impact on Production: Streamlining processes and reducing mundane tasks

3. Industry Adoption

Technology Adoption Curve: Hollywood's slow but eventual embrace of new technologies
Recent Developments: Integration of AI tools in Adobe Premiere and Avid
Workflow Changes: Evolving from individual tasks to integrated workflows

4. Efficiency vs. Efficacy

Efficiency Gains: Reducing time and cost with AI tools
Efficacy Improvements: Enhancing the quality and creativity of work
Balancing Act: Maintaining quality while leveraging AI for better productivity

5. Proactive AI

Future Vision: AI as a proactive assistant rather than reactive tool
Use Cases: AI managing schedules, predicting outcomes, and improving decision-making
Trust and Data: Importance of clean data and trusted AI systems

6. Industry Transformation

Business Transformation: Embracing AI for long-term efficiency and innovation
Human-Centered AI: Keeping creatives at the core of AI-enhanced workflows
Training and Adoption: Educating the next generation and upskilling the current workforce

Selected Quotes from Speakers

Curt Doty:
- "AI has taken over the technology landscape. It's trying to take over the entertainment landscape."
Mark Turner:
- "Generative AI was never going to write a movie from scratch. It was only ever going to be a series of tools."
- "We're a really inefficient industry. The way we make content hasn't really changed in 100 years."
- "You can't just say, I'm going to drop AI into my business and not expect ripples in the pond."
Curt Doty:
- "I call it creative-centered AI. You need that creative person, not just a human."
- "It's really about the output and being smarter with how you're putting these things together."
Mark Turner:
- "AI can help transform the movie business, which is in a crisis right now."
- "We need to find those metrics