The Future? We Aren't Going To Need Shades
Toys "R" Us created a commercial with AI, using human editing to fix what wasn't quite right. Have a look: Toys “R” Us riles critics with “first-ever” AI-generated commercial using Sora.
It's near the top of the article. Go ahead, watch it. I'll wait.
Was it perfect? No. Was it absolutely fine? Yes. Plenty of humans were involved in the production and editing of this video, but no actors, no locations, no film crew. Massive savings.
There's been so much discussion in the last six months about "ethically" using AI. It's quaint, really, but it also completely misses the point. In the history of business, when has automation technology EVER been used ethically?
Never.
Free enterprise is, by it's nature, predatory. Publicly-held companies are even more so. The primary goal of a public company is to increase its stock price. Lowering costs increases profits, and increased profits raise the stock price.
Disruption is never ethical. AI video generation (and music, image, and text) is extremely disruptive.
There aren't going to be any ethics.
Companies are hesitating, for now, but it's purely because of public perception. DQ Film Advisor Ben Ormand had this to say in a weekend text exchange:
Everybody wants someone else to take the bullet for what they're all going to do. The first guys on the beach get shot. The rest get the parade.
Once the floodgates are open, it will be a defining moment in history. A painful one.
Bleak, I know, but based on history, it's what's going to happen.
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