The use of artificial intelligence (AI) in the creative industry is a sensitive issue. In the United States, artists can go on strike for several months to ensure their faces and voices are not regenerated using AI after they die. Interestingly, Anthony and Joe Russo, the directors of the film Avengers: Endgame, want to change how AI is used by creatives. So, what should you know about it?
According to WSJ, Studio Agbo was founded in 2017 as a traditional production studio. But in an interview with the Wall Street Journal, the Russo brothers revealed they are testing how AI can be used to help artists. AI will be used to speed up the process of producing works that still require artist input rather than replacing them completely.
They added that this is to allow all artists to produce work at a lower cost than previously available. One rather ironic fact is that their latest film, Electric State for Netflix, reportedly cost over $300 million. All AI models and software used at Agbo were developed in-house without outside assistance. Whether it was done by Agbo is still a secret at this time, but the Russo brothers think it will change how films are produced.
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