The recent fourth edition of the Red Sea International Film Festival (RSIFF) in Jeddah, Saudi Arabia, placed a significant emphasis on the role of artificial intelligence (AI) within the entertainment industry during a panel titled “Can AI be a creative partner?” held on Sunday as part of the Red Sea Souk market activities.
Moderated by Fatmah Baothman, a Saudi businesswoman and AI expert, the panel included notable figures such as Chris Jacquemin, partner and head of digital strategy at WME; Diana Williams, CEO and co-founder of Kinetic Energy Entertainment; and Jennifer Howell, chief creative officer at Deep Voodoo, the AI and deepfake video company co-founded by South Park creators Trey Parker and Matt Stone. The discussion revolved around the potential of AI to reshape creative jobs and its current applications within Hollywood.
Jacquemin noted that the public has yet to witness any major AI-generated films from Hollywood, despite the rising interest from studios. Howell added, “The interest from studios has gone up a lot over the past year. We have met with all the studios. We are doing productions with a handful of them.” Nevertheless, she emphasised that many are still navigating the early stages of AI integration into their workflows.
Deep Voodoo, which garnered $20 million in funding two years ago, has already implemented its AI technology in notable projects, including a YouTube series titled Sassy Justice, which parodied figures such as Donald Trump and Mark Zuckerberg using deepfake technology, and a music video featuring Kendrick Lamar. The process entails utilising artificial intelligence and machine learning to swap the faces of characters seamlessly. The company also employed digital de-aging techniques for video samples of actor Billy Crystal in the Apple TV+ series Before.
The overall assessment from the panel was optimistic regarding the opportunities AI presents for streamlining production processes and managing more tedious technical tasks, thereby allowing creatives to concentrate on more pivotal decisions. Howell described AI as “a storytelling tool used by humans for cost-effectiveness, creativity, whatever the case may be,” while Jacquemin referred to it as “a co-pilot tool,” particularly noting its usage by WME clients at the initial phases of creative development, including the creation of mood boards and story outlines.
The panel participants discussed the notion that although AI technology might enhance production efficiency, it does not inherently improve the quality of creative works. “Unless somebody has an incredible artistic vision, it’s not going to end up making the movie (or any other piece of creative work) better,” Jacquemin stated, while also acknowledging that AI can provide “a certain set of superpowers” to accelerate the creative process.
Discussion also turned to the potential impacts on employment within Hollywood. Howell stressed the continuing importance of actors, stating, “You can’t have a believable performance without an actor.” She indicated that while certain jobs may be displaced, the industry is likely to undergo shifts rather than experiencing wholesale job losses. Drawing parallels to past technological shifts, she remarked that new roles, such as deepfake artists, have emerged as a direct consequence of advancements in technology.
Echoing this sentiment, Jacquemin noted that “there are more productions possible,” though he recognised that some jobs may be eliminated. He argued that AI could democratise access to storytelling, similar to how platforms like YouTube transformed the industry two decades ago.
Williams, however, cautioned that the economic and financial ramifications of time savings facilitated by AI have yet to fully surface in the industry. She also highlighted the crucial role of intellectual property (IP) and copyrights for major players in Hollywood, which will likely remain a core focus amidst the growing integration of AI.
The panel discussion commenced with a demonstration of AI-generated animated voices, a precursor to the broader conversation on technology's evolving role in entertainment, revealing how AI continues to shape creative practices in Hollywood.
Source: Noah Wire Services