These setbacks occur after a decade of expansion that seemed to consolidate the sector. For some, the villain is represented by the models of the generative audio and video that devour jobs. Although some believe that it is a transition that, if it is directed well, can help give free to creative freedom.
“Artificial intelligence is not going to be stopped, there will be changes in the ways in which processes are done, there will be works that will cease to exist. But I think it is a super important conversation and in which the government must participate. Regulations are needed … because the owners of the companies, especially here in Mexico, seek to save the most that can be The first AI Festival for film, music, and advertising in Latin America, organized by Tecmilenio and Chain AI.
To kill, The hardest blow will be for 3D illustrators and designerssince replicating styles with these tools is much simpler and there are already customers who prefer to generate images with AI than to hire an illustrator. However, he warned that this trend is not sustainable in an industry that historically survives thanks to authenticity.
“Eventually we are going to get tired of all this aesthetic that is seen that it is ia. We want something more authentic. Today a personalized illustration that understands the values and aesthetics of the company cannot give it the AI,” said the creative of a tool that is already calling the attention of the great Hollywood studies.
Advertising; of an oasis to a desert
Edoardo Papini, CEO of Admaiora, explained that the impact on the use of creatives is real in the audiovisual advertising industry and admitted that there are agencies that operate only with artificial intelligence.
“Before we hired 20 or 30 people, now we are 3, 4, 5 very strategic. Artificial intelligence is potentializing our ideas and creativity. I am optimizing human resources, being more productive and agile, receiving predictions … instead of 10 or 20 human profiles.” For the entrepreneur, the technological revolution is creating a new business model, beyond B2B or B2C, to move to B2AI.
For David Malpica, a poblano filmmaker, advertising had been, until recently, an alternative source of income in a context where living the art of making film is not viable. But the arrival of the AI and the lowering of costs ended with that “oasis.”
“The advertising industry was an oasis that gave us economic spill, unlike cinema … but it is just breaking. Many creative people of advertising and audiovisual media are running out of work thanks to artificial intelligences.”
Malpica believes that companies do not understand that AI tools should not be used to reduce costs or fire people, but to maximize the creative abilities of human talent.
“Artificial intelligence could replicate and make audiovisual production systems much more effective… but everything that has to do with creativity – narrative, camera operation, photography, artistic concepts – will not be able to replicate it. It will only make copies without artistic sense.
Humanity, rather than budgets
Santiago Arriaga, Mexican filmmaker, recalled the anecdote of Winston Churchill, in World War II, in which he rejected a proposal to cut the culture budget arguing that they fought to protect it, not to sacrifice it. And made the analogy with the indiscriminate use of AI in artistic work. “If an AI will come to tell who we are, then what case has to exist” and invited to defend human authenticity, beyond the budgets of companies.
The National Leader of Art and Culture of Tecmilenio, María José Pérez Frías, explained that AI is a tool that is already used in the institution, with an immersive room, the creation of a flexible study guide throughout the different careers of the students.
“An educational model has just been launched, with the help of AI, but putting the student the center, as a designer of his own career (…) I recognize the negative impacts of AI, but we see the positive side of this tool, which helps work, but also more to enjoy life, we will always see that artificial intelligence strengthens the well -being of people,” said Pérez Frías.
