Artificial creativity?

5 Mar 2023 | Industry insights
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Artificial Intelligence (AI) has been rapidly advancing in recent years, with the development of creative AI opening a new world of possibilities for content development.

Creative AI involves the use of algorithms and machine learning to create art, music, writing, and more. This technology is already having a huge impact on the way we produce and consume media.

But is it any good?

Well, the answer is a bit more complex than a simple yes, or no. Creative AI has shown promising results in certain areas, such as generating background music for videos and automating certain animation tasks. However, it is not yet sophisticated enough to completely replace human creativity. For instance, while AI can generate basic dialogue, it is not yet able to create complex characters or plotlines. 


Are animators safe?

One area where creative AI has already had a significant impact is in animation. AI can be used for tasks such as lip syncing or background creation, which can save animators time and resources in certain situations. Additionally, AI can be used to generate animations automatically based on pre-existing data, such as motion capture or keyframe animations, which can be helpful for companies that need to create a large volume of content quickly. 

But what does this mean for animators?

While AI can be a helpful tool, it is important to remember that it is still limited in its capabilities. As animators, we have specific needs that are driven by very specific client requirements, and while AI is great, it’s not currently able to churn out animation which meet all of these needs. AI may be able to generate simple animations quickly, but it cannot yet replace the creativity and skill of a human animator. 


What about scripting?

In terms of scripting, creative AI can be used to generate basic dialogue. This can be a helpful starting point for writers, but it is important to remember that AI-generated content is often formulaic and lacks the nuances and subtleties that human writing can provide. 


Creative AI is also used widely for text-to-speech applications, where it can generate speech from written text.  And while AI-generated voices have come a long way in recent years, they are still not able to replicate the emotional range and intonation of a human voice actor.

Text-to-speech AI can be a helpful tool for generating voiceovers for simple content or for creating multiple language versions of a project. But for more complex and nuanced voiceover work, it is still necessary to rely on human voice actors. 


In summary

AI is evolving at a rapid pace, and the complex consequences and implications will take time to unfold. We are already seeing how the legal world is trying to catch up with its implications within the area of copyright law. 

And ethical considerations regarding use of existing art works, and the environmental impact of mass streaming AI (among other things) are coming to light. But it is undeniably able to complete many time-consuming tasks within a fraction of the time a human would take, with often extremely impressive results. 

Article written by Reuzer Creative Team Lead, Ed Suckling (with a little help from ChatGPT 😉)

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