Katzenberg: AI could cut animated film costs by 90%

Jeffrey Katzenberg, co-founder of DreamWorks and former Disney executive, is predicting a profound impact on the media and entertainment industries with the emergence of artificial intelligence (AI). According to Katzenberg, the historical evolution of creative tools, such as pens, paintbrushes, printing presses, still cameras, and movie cameras, has consistently expanded creativity and storytelling capabilities in extraordinary ways. However, he anticipates that the impact of AI in the next decade will be exponentially greater, potentially leading to drastic changes in the way creative content is produced.

Speaking at the Bloomberg New Economy Forum, Katzenberg positioned AI as a revolutionary creative tool, akin to a new form of paintbrush or camera. He sees enormous opportunities in AI as a means to enhance creativity, but he also acknowledges the disruptive potential of AI, suggesting that it could commoditize aspects of artistic creation that are currently challenging for artists and storytellers.

Katzenberg draws attention to the transformative power of AI by comparing it to the “good old days” when creating a world-class animated movie required the efforts of 500 artists over five years. With AI, he envisions a drastic reduction in the resources and time needed, estimating that it might only take 10% of the effort previously required. This shift, according to Katzenberg, is already creating new roles for creatives, where the ability to prompt AI systems becomes a valuable creative commodity.

He emphasizes that AI will not only streamline production processes but will also democratize access to knowledge, with the act of prompting AI becoming a key aspect of creative storytelling across various domains. Katzenberg’s insights are rooted in his extensive experience in the animation industry, where he played a crucial role in the creative resurgence of Walt Disney Animation Studios in the 1980s and 1990s, overseeing the production of iconic films like “The Little Mermaid” and “Beauty and the Beast.”

While Katzenberg acknowledges the potential disruptions AI may bring, he sees it as a transformative force that will reshape the landscape of creative industries, making them more efficient, accessible, and responsive to the evolving needs of storytellers and audiences.

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