From the first computers to the latest AI research, artists and engineers have long used generative methods to create art and content. As the capabilities of artificial intelligence and machine learning have grown, developing advanced techniques like generative adversarial networks (GANs) and neural style transfer (NST), AI is now able to generate realistic images and effectively mimic the style of all kinds of artists causing a ripple effect right across the creative arts. In the music industry, well known examples range from the infamous “Fake Drake” to Paul McCartney recently telling Radio 4 that he would use AI to finish the final Beatles song including vocals from John Lennon, AI is producing many new, but not always legitimate, results.
Much of the hard work is being done by large language models (LLMs) which are providing AI systems with the ability to produce content based on huge datasets – from writing stories to software development. Anyone can access an LLM from a variety of sources such as OpenAI, Midjourney, Google and Microsoft. This could have significant consequences given the potential for content automation and generation. For the creative industries, LLMs could generate new ways to realise creative ideas, drive efficiencies for content creators, and help tailor content to audiences more than ever before.
These are huge steps forward but it is important to acknowledge concerns about using AI in the creative industries, to which there aren’t always easy answers. Issues related to intellectual property, ethics and employment law are already having an impact on creators, artists and their work. One of the major issues of the SAG-AFTRA and WGA strikes in 2023 was about using AI in film-making to digitally recreate an actors’ image without having to pay them. Avatars are becoming increasingly common and generative AI and LLMs are already being used to bring these avatars to “life” to the extent that they can converse with a real person.
At this year’s SXSW, we’re demonstrating the integration of LLMs with Synthetic Humans and emotion-driven motion capture, with our partners Target3D as part of the Advanced Media Production studios, and in collaboration with Disguise. The demonstrator will show how to responsibly adopt these technologies, control AI for creative purposes and the ramifications for production.
The stakes are high for the UK’s creative industries so it is critical that advanced technological tools are developed in partnership with the sector, to move forward in a responsible way that works for all. Digital Catapult’s projects are designed to ensure that AI is applied in an ethical, human-centric and sustainable manner which also minimises the risks of misuse. Our flagship AI and machine learning programme Machine Intelligence Garage helped over 100 startups to understand how to embed responsible adoption of AI and ML into their products and services. More recently, the Innovate UK BridgeAI programme, delivered by Digital Catapult, has created an AI Adoption Toolkit and AI Ethics Framework to support responsible AI adoption for businesses from all across the creative industries.
