The problem is that AI is everything, and it’s nothing. It’s just something looming out there until management, creatives, technologists step in and use it to do their thing… entertain folks.
Postproduction/VFX teams have been using AI-enriched Adobe, Avid, and internally developed and other tools and processes to help audiences connect with characters/storylines more quickly to enjoy the films/shows. The biggest concern for IP owners that have huge vaults of valuable intellectual property is that their application of AI might end up “copying/borrowing” from the past and diluting the worth of the valuable property. Once it’s out in the unfettered public, the value goes down dramatically.
The problem is there are two opposing segments of the service/support groups with significantly different goals. First, there are the organizations that are embedded in and committed to the creative industry to help them develop/create future content growth—Avid, Adobe, and a bedrock of services and products. Then there are the AI folks—OpenAI, Google DeepMind, Anthropic, and other AI organizations including China’s DeepSeek—that want their technology distributed and used as broadly/quickly as possible. Their approach/goal is to develop and release new versions as rapidly as possible, and as entertainment folks say, fix it in post. This is especially the case as AGI (artificial general intelligence) begins to appear on the horizon.
So, where does, and should, AI fit in?
