Last summer, Amazon MGM Studios unveiled a specialized AI Studio aimed at creating proprietary AI tools to enhance the efficiency of TV and film production. The focus is on improving character consistency across shots and assisting in both pre- and post-production processes.
As reported by Reuters, these innovative tools are now ready to advance beyond internal trials. In March, Amazon will kick off a closed beta program, inviting industry partners to test its AI offerings.
Amazon plans to share the initial results from this program by May. When TechCrunch sought more information regarding the developments, the company opted not to provide additional details.
The AI Studio is collaborating with esteemed producers such as Robert Stromberg, known for “Maleficent”; Kunal Nayyar from “The Big Bang Theory”; and former Pixar animator Colin Brady to determine the most effective ways to deploy these tools. Additionally, Amazon is leveraging support from Amazon Web Services and aims to partner with various large language model (LLM) providers.
Albert Cheng, who leads the AI Studios initiative, stressed that the aim is to assist creative teams rather than replace them. The focus is on boosting efficiency, reducing costs, and ensuring intellectual property protection, while preventing AI-generated content from being integrated into other AI models. A prime example highlighted is Amazon’s “House of David” series, which incorporated 350 AI-generated shots in its second season.
Nevertheless, the increasing adoption of AI in Hollywood has sparked significant debate. Many industry professionals express concerns about the implications for employment, creativity, and the future of filmmaking.
Discussions around AI are intensifying as more companies experiment with these emerging technologies. For example, Netflix has joined the AI trend, with Co-CEO Ted Sarandos revealing that generative AI was used to create a building collapse scene in its series “The Eternaut.”
In recent years, Amazon has pointed to its AI success as a factor in workforce reductions. The company announced the elimination of 16,000 jobs in January, following 14,000 layoffs in October of the previous year.
As the landscape of film and television evolves, the introduction of AI technologies presents both opportunities and challenges. It will be intriguing to see how these advancements shape the future of entertainment.
