CCO of MOCEAN Sees AI as an Double-Edged Sword in Hollywood

The CCO of MOCEAN, the renowned creative agency, Greg Harrison shares his thoughts on the developing landscape of AI in entertainment.

Artificial intelligence used to be a Hollywood participant solely in front of the camera, typically cast as the futuristic nemesis or benevolent robot, but now it has shifted to a backstage role, with an equally dramatic narrative. The entertainment industry has been weighing the pros and cons of this new 'player', and Greg Harrison, the CCO at MOCEAN, a renowned creative agency working with entertainment giants like Netflix and Marvel, shares his opinions.

Harrison's perspective is both enlightening and grounded. While the arrival of AI tools like Midjourney and ChatGPT attracted attention with their content generation capabilities, Harrison suggests a more nuanced viewpoint – AI is not yet a replacement of human creativity, but it is a source of inspiration and insights, and thus can be seen as a great collaborator, but it is crucial to remember its role as a tool rather than an unbelievably intelligent being. This perspective helps demystify AI and then process the fear over it.

For Harrison and many like-minded professionals, AI's real charm lies in its ability to process an extensive amount of data, forming an invaluable tool that can assist writers and directors in navigating complex story arcs and identifying recurring motifs.

Harrison acknowledges the looming concern over copyright and ethics. Trained on large volumes of often copyrighted material, AI runs the risk of unintentional plagiarism, leading to the ethical question around what data is trained on. Adobe's tool Firefly is a solution heading into the right direction.

AI's role isn't merely limited to generating content. It promises efficiency, handling non-creative, administrative tasks that often bog down the creative process. From a financial standpoint, AI promises enticing prospects. If used correctly, AI could democratize the world of visual effects that was previously reserved for big-budget films. By reducing costs associated with complex visual effects, AI might just open the doors for a new wave of indie creators to craft visually stunning narratives.

However, as studios and creators contemplate the ways to integrate AI into their workflows, Harrison’s advice is crystal clear: caution. The entertainment industry, at its heart, is about human stories, emotions, and experiences. While the convergence of AI and artistry creates a compelling future for the media and entertainment industry with immense potential, it also brings uncertainty about whether AI should be seen as an aid, an adversary, or a partner. Safeguarding human creativity and updating regulations remain crucial to navigate the ever changing landscape.