The integration of artificial intelligence (AI) in the film and media world offers unimagined opportunities to optimise creative processes and realise innovative productions. The KIROI Masterplan helps to approach the implementation of AI in a structured and efficient way. This topic was discussed at MOVIE MEETS MEDIA, August 2024 in Berlin.
Movie meets Media is a renowned industry event that brings together leading personalities from the film, media and entertainment industry every year. The event serves as a platform for the exchange of ideas, networking and the presentation of new projects, trends and technologies. It attracts an exclusive audience of film producers, directors, actors, screenwriters and media experts and offers unique insights into the future of the industry through high-calibre panel discussions, premieres and award ceremonies.
Here are the 9 steps of the KIROI strategy specifically for the film and media industry:
KIROI Step 1: Sharing knowledge - promoting networking and exchange
Who should you talk to about AI in the film and media industry?
The first step towards the successful introduction of AI in the film and media world is the exchange of knowledge. To this end, an internal AI network should be created that brings together experts from different areas of production: Film producers, directors, scriptwriters, cinematographers, editing and VFX teams as well as technical consultants. External partners such as AI developers and experts from the media and technology industry should also be involved. Regular workshops and webinars can help to deepen understanding of AI and identify potential areas of application. Feel free to contact me!
Measures:
- Organising regular meetings and workshops for AI training.
- Creation of a digital hub for the exchange of ideas and best practices.
- Promoting participation in AI conferences and specialist events in order to integrate external expertise.
KIROI Step 2: Explore tools - Choose the right tools
Which AI tools should be explored in the film and media industry?
Choosing the right tools is crucial for the success of AI integration. In the film and media world, there are a variety of AI-supported applications: from script analysis tools such as "ScriptBook" and market analysis tools such as "Cinelytic" to editing and VFX tools such as "Adobe Sensei". Each area of production requires specific solutions that are precisely tailored to the needs and creative objectives.
Measures:
- Creation of a comprehensive overview of available AI tools for the industry.
- Testing and evaluating tools through pilot projects in various production phases.
- Implementation of the most promising tools in everyday production.
KIROI Step 3: Big data and smart data - utilising data potential
Where is the data in the film and media industry and how can it be used profitably with AI?
The film and media industry produces a wealth of data - from audience analyses and social media to raw materials and production reports. This data can be processed with AI into valuable insights that support creative decisions. For example, AI can help predict audience preferences to guide script development, or it can analyse raw footage to select the best shots for editing.
Measures:
- Identification and categorisation of relevant data sources within the production chain.
- Development of a data strategy for the effective use of AI for decision-making processes.
- Training teams in the use of data-driven decision-making tools.
KIROI Step 4: Cultural challenges - establishing AI as a creative tool
How can the film and media world use AI to strengthen the creative environment?
The introduction of AI in a traditionally creative industry requires a culture of trust and openness towards new technologies. AI should not be seen as a threat, but as a tool that supports creatives in their work and opens up new artistic possibilities. It is important to foster a corporate culture that encourages experimentation with AI and sees mistakes as learning opportunities.
Measures:
- Promoting open communication about the role of AI in creative processes.
- Introduction of internal competitions and creative projects in which AI is used.
- Regular feedback rounds to monitor and adjust the acceptance of AI tools.
KIROI Step 5: Ethics and compliance - Responsible use of AI
How can the film and media industry ensure AI ethics and compliance?
The use of AI in the film and media industry raises ethical issues, particularly with regard to the representation of content and the preservation of artistic integrity. It is crucial to develop clear guidelines for the ethical use of AI and to ensure that the technology does not lead to bias, discrimination or other undesirable effects.
Measures:
- Creation of a code of ethics for the use of AI in production.
- Implementation of AI compliance guidelines and regular review of compliance.
- Training all stakeholders on the ethical aspects of AI use.
KIROI Step 6: Own department - integrate AI for specific requirements
What ideas are there for integrating AI into your own department?
Every department in film production can benefit from AI, whether it's development, production, post-production or marketing. For example, the script department could use AI to analyse scripts more efficiently and develop new storylines, while post-production could use AI tools to automate cuts and optimise visual effects.
Measures:
- Carry out a departmental analysis to identify specific AI needs.
- Development of customised AI solutions for the specific challenges of the department.
- Integration of these solutions into daily work processes and continuous optimisation.
KIROI Step 7: Ideas for other departments - creating collaboration and synergies
What ideas are there on how other departments can benefit from AI?
In addition to your own department, the needs and possibilities of other departments should also be taken into account. For example, marketing could benefit from AI-driven analyses to develop targeted campaigns, while casting could use AI to find suitable actors for specific roles.
Measures:
- Organisation of interdisciplinary workshops to identify the potential of AI in various departments.
- Promoting collaboration between departments to jointly develop AI-supported projects.
- Creation of pilot projects that demonstrate the use of AI across departments.
KIROI Step 8: Expertise - employee training
How can employees' skills in dealing with AI be improved?
The key to the successful integration of AI lies in employee training. Everyone involved should acquire the necessary skills to use AI tools effectively and fully utilise the new technological possibilities. This includes training in data analysis, AI-supported creativity and ethical considerations.
Measures:
- Development of a comprehensive training programme for all employees.
- Organising training courses that are tailored to the specific needs of the various departments.
- Provision of online resources and learning platforms to promote continuous learning.
KIROI Step 9: Expertise - making managers fit for AI
How can managers' skills in dealing with AI be strengthened?
Managers play a central role in the introduction of AI in the film and media industry. They must not only understand the technology, but also be able to foster a culture of change and lead their teams through the transformation. This includes recognising the strategic benefits of AI and integrating them into their decision-making processes.
Measures:
- Development of special training programmes for managers that focus on the strategic and cultural aspects of AI integration.
- Promoting a continuous exchange between managers and AI experts.
- Regular evaluation of management skills in dealing with AI and adaptation of training programmes accordingly.
This KIROI masterplan offers a comprehensive approach to implementing artificial intelligence. By applying the KIROI steps in a structured way, companies can ensure that all levels of the organisation are prepared for the use of AI and can use these technologies effectively.
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