Artificial intelligence (AI) is becoming more common within the entertainment industry, surfacing in everything from major advertising campaigns to movie production. AI is being used to aid with editing, generate visual effects and create actors and voices as technology advances.
It is a debate of how AI will impact the industry in the future as a result of its expanding use.
Dr. Bill Yousman in the School of Communication, Media and the Arts has worries about the rapid expansion of AI in creative industries.
“Personally, I hate it,” said Yousman. “I have real concerns about how quickly AI is becoming integrated into society and what that might mean for human creativity.”
Technology.
Source: Tracy Deer-Mirek, Sacred Heart University
Yousman feels that relying on AI to generate ideas or assist with writing can weaken the creative thinking process that is central to artistic work.
“Coming up with ideas is what human creativity is all about,” said Yousman. “If we start relying on AI to do that thinking for us, we risk losing an important part of what makes us human.”
Media students share similar concerns, especially as they prepare to enter their careers in the industry.
“It’s honestly terrifying how much AI has been incorporated into media fields,” said sophomore Erin Phillips. “AI has the capability to do things faster or better than people sometimes can, and that raises concerns about jobs being taken away from people who genuinely love working in media.”
Phillips feels that AI can occasionally help speed up the production process, especially when working with editing tools.
“There are tools that make editing much faster,” said Phillips. “With the click of a button, AI can complete tasks that would normally take much longer, which helps projects move along more quickly.”
As AI continues to evolve, other students see both beneficial opportunities and challenges.
“It’s really interesting to see what AI can do and how much technology has advanced,” said sophomore Lainey Palmer. “But sometimes when AI in commercials or media looks too realistic, it can be a little unsettling.”
When applied properly, Palmer believes AI can also benefit and support the creative process.
“AI can actually help expand creativity,” said Palmer. “It allows people to build off their ideas and explore concepts they might not have thought of on their own.”
At the same time, Palmer acknowledged that many students are still unsure about how artificial intelligence may affect future job opportunities.
Yousman says that audience reactions to AI-generated content can vary. Some viewers notice right away when AI is used, while others may not recognize it immediately.
“Sometimes you can tell right away that something feels artificial or computer-generated,” said Yousman. “For some viewers, that can be a real turnoff.”
As AI technology advances, its role in media production is expected to increase. Some argue that the industry needs to carefully assess the ethical consequences of relying too heavily on AI.
The ongoing debate highlights a larger question for the entertainment industry: how to balance technological advancement while preserving the future of human creativity.
“You see AI getting stronger and stronger, and it makes you wonder who it might replace in the future,” said Palmer.
