Generative AI is rapidly reshaping the way media content is created — from music and visual assets to films, advertising and video games. The experts who took part in the 2nd Global Digital Forum’s panel discussion on AI in Media Production: Film, Advertising, Platforms discussed the way AI is changing this sphere and why the personnel of various companies don’t trust it so far.
CEO of Ionz Creative Digital Giri Maulana noted that AI is developing and improving. It can even replace people, thereby reducing the number of personnel. Nevertheless, he thinks that there should be limits to AI’s involvement.
Giri Maulana argued that AI makes production more cost-efficient, but it is still just a tool, and it is necessary to set limits. AI must be our helper, an assistant in the creative process.
OUCHHH Studio Director Ferdi Alıcı spoke about the new media art studio, which combines art, science and technologies. He said that its team uses AI as a tool for data processing, real-time audience reaction analysis, and the creation of complex multimedia projects and installations.
Ferdi Alıcı emphasized the issue of copyright in AI-assisted projects.
He said that OUCHHH is trying to integrate technologies and use data in real time. Human beings are also a source of information, which takes the issue to the grey zone. Who owns it? His company has not resolved this problem so far.
Anna Moryakova, Production Director at the Soyuzmultfilm Studio, spoke about the integration of AI in the operation of the animation film studio.
“Those who make complex long-form narratives should be careful about using AI, so as to keep the artistic and creative part intact,” she noted.
She believes that AI can be highly effective in working with pre-made characters and scenes. It helps quickly create additional scenes, characters’ clothes, extras and the like, which takes a great deal of time and money in standard production.
She added that AI can be used not only to create images and video, but also to accelerate certain stages of production.
Experts also discussed the way AI has changed the work of creative teams and advertising companies. This issue was addressed by Valery Sidorenko, member of the Public Council under the Ministry of Digital Development, Communications and Mass Media of the Russian Federation, CEO of R.I.M. – INTERIUM Communications Group, and member of AKAR and AKOS.
Although AI is being actively used in business, its users are not always aware of its real effect, he said. The main thing is not to use AI just because it is a modern trend, but to automate the necessary processes to enhance their efficiency. Overall, human beings still play the key role: they make the final decision and take responsibility for it.
