Artificial Intelligence Will Be Hollywood’s Next Big Star
Artificial Intelligence Will Be Hollywood’s Next Big Star
– Guest Column
by Arvin Patel July 20, 2018 2:01pm
This year marks the 50th anniversary of 2001: A Space
Odyssey, Stanley Kubrick’s seminal science fiction film that examined our
evolution as human beings and technology’s role in our development. Looking
back, you can argue that Kubrick was surprisingly prescient in depicting man’s
relationship with machines as companies like Amazon, Google and Apple continue
to invest in AI-related products and services. Instead of HAL, the
supercomputer villain in Kubrick’s film, we have Alexa, Siri and Watson to help
us avoid traffic and find shortcuts to work or answer simple questions like,
“What year did 2001: A Space Odyssey come out?”
And while there’s no denying the promise of artificial
intelligence as the next big thing, how we consume content is one area where we
may see its impact sooner rather than later. As content consumption behaviors
continue to evolve in today’s highly fragmented media landscape, media
companies and platforms need to harness artificial intelligence to improve the
quality of viewing and content experiences. By doing so, they will make it
easier for consumers to use programming, while providing more access to content
and developing new AI-related technologies like voice control.
As someone who has been at the leading edge in the media
business, I’ve seen a lot of hits and misses when it comes to technology, but
artificial intelligence is transformative and different, and will have a
fundamental impact on the entertainment industry. Here are some of the areas
where artificial intelligence promises to change the way we watch TV and
movies:
AI will eliminate the need for traditional programming
guides and DVRs by pushing content to the appropriate output device at the
perfect time for consumption. AI will know what you watch and will queue it up
for you on your device without you having to ask. It will recommend new content
based not only on what you have watched in the past, but on what your friends
and others with interests like yours have found binge-worthy.
AI will disrupt advertising as we know it as real-time
product placement and precision targeting fundamentally change how advertising
is delivered. In the future, AI will make it possible to deliver
precision-targeted advertising and product placement inside the content that
you’re watching. Your favorite movie and TV characters will drink your favorite
drink, drive your next dream car, and drive past billboards with advertisements
that have been place there just for you. Advertisers will use AI to target
individual viewers with inline ads and product placements and will be able to
track and optimize the return on their advertising investments.
AI will be able to automatically compile user-generated
content and content from other sources to create new streams of content that
takes personalization to a new level. In the future, AI will make it possible
to create real-time, custom-curated streams of content that are tailored just
for you. Your daily sports updates will be customized to feature your favorite
sports, teams and players and will mix in just the right amount of content from
outside your current areas of interest to keep you informed and let you explore
new areas of potential interest. News, lifestyle, and entertainment content
will be custom-curated to optimize your own personal viewing experience and
adjusted over time as your interests grow and change.
AI will be able to create content on a hyper-personalized
level on-demand — entertainment made just for me (songs, characters, shows,
etc. that don’t yet exist). The endgame for AI in entertainment will be the
creation of entirely new content that is created just for a narrow niche of users.
AI can already create amazing music and poetry, and it won’t be long before
advanced AI along with computer animation and visual effects will make it
possible to create and render real-time storylines that are targeted at small
groups or even individual viewers.
While much has changed since 2001: A Space Odyssey first
appeared on the silver screen, man’s quest for advancement has not. Artificial
intelligence will play a pivotal role in that endeavor. And even though reality
hasn’t caught up with fiction as it’s depicted in Kubrick’s masterpiece, how we
watch movies like his through emerging technologies like artificial
intelligence will be here before you know it.
Editors’ Note: Industry veteran Arvin Patel is Chief
Intellectual Property Officer at TiVo and former chief IPO officer at
Technicolor, with previous stints at Rovi and IBM. At TiVo, he oversees the
company’s annual $400 million IP business and about 6,000 issued patents, as
well as its pending applications worldwide. He also leads TiVo’s global
organization of IP professionals overseeing portfolio development and
management, licensing, strategic patent acquisition, policy, and the company’s
long-term innovation strategy.
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