Lionsgate Studios has paired with Runway, an artificial intelligence company, to create a custom AI tool for preproduction and postproduction on its TV and film projects. The tool is intended to generate cinematic video and assist filmmakers and other creative talent. The deal has sparked interest in AI’s impact on creatives’ work and is seen as a test of AI protections from unions. The film industry has been using technology and automation for years, but now we are seeing more automation of creative and artistic aspects. California Governor Gavin Newsom signed legislation protecting actors from having their work cloned without consent, reflecting the transformation of the entertainment industry due to AI and digital media. The legislation will protect workers and how their likeness is used. The long-term impact of new generative AI tools is unknown, but Runway CEO Cristóbal Valenzuela believes AI will accelerate progress through creative challenges without replacing entire jobs. Lionsgate vice chair Michael Burns also sees AI as a tool for enhancing content creation opportunities.
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