This plan is led by Amazon MGM Studio, in the context of the Hollywood entertainment industry fiercely debating the long-term impact of AI on jobs and artistic creation.
According to Albert Cheng, head of technology and AI strategy at Amazon MGM Studios, Amazon plans to launch a closed beta testing program in March, invite industry partners to experience the technology, and announce results in May.
Mr. Cheng describes the AI Studio department as an "internal startup", compact, flexible and efficient. This group mainly includes product engineers, data scientists, and a number of creative and business experts, aiming to balance technology and art.
According to Mr. Cheng, the cost of producing films and television programs has now increased to the point that many film studios find it difficult to expand their content portfolios or accept creative risks.
AI is expected to automate part of the pre-production and post-production processes, helping to accelerate progress and allow production of more projects with a reasonable budget.
Too high production costs make creating more content very difficult. We believe that AI can promote processes, but cannot replace innovation and human values," Mr. Cheng said.
However, this move takes place in the context of Hollywood increasingly concerned about the impact of AI. Some A-list actors, including Emily Blunt, have expressed concern that the development of digital actors and AI characters may reduce the career opportunities of real artists.
Amazon affirms that screenwriters, directors, actors and character designers will still play a central role in all stages of production.
AI is only used as a support tool to improve productivity, increase character consistency between scenes and expand the scale of the context at a lower cost.
AI Studio is developing tools to connect existing consumer AI services and professional creative software of the film industry.
One of the goals is to improve the director's ability to control details of content supported by AI, while ensuring seamlessness in complex scenes.
Amazon also leverages the power of Amazon Web Services (AWS) to operate AI infrastructure and plans to cooperate with many major language model providers, in order to provide more choices for filmmakers in pre-production and post-production.
Mr. Cheng emphasized that protecting intellectual property rights is a key factor, ensuring that content created by AI is not illegally reused in other models.
Observers believe that Amazon's application of AI not only reflects global technology trends, but also shows a strategic shift to maintain competitive advantage in the rapidly changing entertainment industry.
