The rapid development of artificial intelligence (AI) is directly impacting creative industries. In the field of media, many stages that require personnel such as data aggregation, market research, content structure building or initial idea development can now be supported by technology.
Sharing about this issue, director and producer Lu Van - CEO of Lu Gia Media said that AI has become a "powerful partner" in media work.
AI helps optimize work performance, from data aggregation, content structure suggestions, market research to building preliminary ideas," Lu Yun said.
However, the female director believes that boundaries need to be clearly defined when using technology in creativity. AI can help shorten the time to perform some tasks, but should not become a decisive factor for the entire product.
The soul of an artwork, the sophistication in emotions, the breath of nostalgia, the aesthetic taste and cultural depth still completely belong to the thinking and heart of the director and producer," she said.
Lu Yun has more than 15 years of experience in the media industry, having worked as a director and production manager. According to her sharing, to date, the female director has participated in more than 100 projects, spanning from television programs, movies, music videos to events.
One of the programs associated with Lu Van's name is "Happy Memories". She has participated in directing the production of programs - projects exploiting cultural, musical and life memories of many generations.
Professional experience also makes Lu Yun interested in another issue of the media industry: the ability to survive with the profession. She said she has witnessed many colleagues having to put aside their passion because their income is not enough to cover living expenses.
I have witnessed many brothers and sisters in the profession have to put aside their passion because they are not enough to live on. Food and clothing are not a joke with poets. We work in the profession, but sometimes this profession is also very difficult," the female director shared.
In that context, the emergence of AI both creates more tools and puts professionals before the requirement to improve capacity and create their own value.
According to Lu Yun, instead of trying to avoid technology, media professionals need to know how to use AI to save time for automated tasks, thereby focusing more on creativity.
We should master AI to optimize time, but still prioritize focusing maximally on unique creations," she said.
For the female director, the most important difference still lies in the ability to create connection with the audience. "A media product must have emotions, which is something AI cannot replace," Lu Yun emphasized.
