Paramount CTO Phil Wiser speaks during the “Reimagining the Modern Media Company” conference session at SXSW 2024 in Austin, Texas, on Saturday, March 9, 2024. (Photos by Kyle Heise/SZNS MAG)
SXSW welcomed Paramount Chief Technology Officer Phil Wiser to the conference sessions at the Austin Convention Center on Saturday, March 9, to speak about the changes facing modern media companies.
Wiser spoke about how Paramount is utilizing new and popular forms of technology, specifically AI, and how these technologies will affect content companies in the future.
The collection of companies adopting AI, as well as the speed in which they are doing is astonishing, Wiser said. Companies are adopting AI faster than companies adopted the internet.
This has some interesting impacts on film and television production, Wiser explained. Pre-production can benefit from AI usage with script breakdowns and coverage, scene summarizations and character and structure analysis. Productions can be more agile on set, extensively reducing the amount of time required for post-production. Performance capture, set scanning, facial replacement and de-aging display can real-time visual effects on set.
Virtual sets are available using LED technology. Gaming engines are often used to create a virtual world, but AI is on the horizon to provide live creation and editing capabilities much faster than gaming engines.
As globalization continues to spread media worldwide, AI can create subtitles, captions, dubbing and lip sync to transform media into many different languages.
From a marketing standpoint, AI can alter media to better align with the cultural standards in which it would appear, such as altering movie posters for nudity or profanity for more sensitive cultures.
Wiser also explained AI prompt engineering as a library of tools to create scenes. With scene descriptions, camera angles, characters and even camera types, AI can generate a scene.
A new development in generative AI is Sora, a new, hyper-realistic video generation platform from OpenAI that will have major effects on the industry, especially in live video creation for virtual sets.
Wiser also touched on the constant tension between innovation and the ethical and legal considerations of AI. Despite this, generative AI can be a productivity-enhancing creative assistant with the possibility to compress the timeline of production, Wiser said.
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