Joe Russo, who directed four films in the Marvel Cinematic Universe including Avengers: Endgame, recently clarified his stance on Artificial Intelligence (AI) and its impact on the future. In a recent interview with Variety, Russo’s comments regarding AI and its role in the entertainment industry caused an uproar among fans.
Be Scared Of AI?
During the interview, Russo expressed concern about AI, stating that everyone should be scared of it. He used the example of generated “Drake ‘songs'” to emphasize how AI is here and not going away anytime soon. However, he did go on to say that AI could be useful in the future as long as it serves as a tool for us and not the other way around.
The Right Way To Use AI
Russo believes that when creatives are engaged and spearhead the use of technology, such as James Cameron throughout his entire career, the technology serves the artists rather than the other way around. However, if corporations drive the adoption of that technology, it might be a different story.
AI And Storytelling
According to Russo, there’s a real possibility that technology can become a vital factor in our lives because Gen Z has embraced it, understands it, and knows how to use it. This technology “expertise” could lead to people welcoming AI into their lives to use it to engineer storytelling. Russo stated that AI could even create a “photoreal avatar” of the user and pair it with an avatar of someone like Marilyn Monroe to create a film “specifically to you.”
The Impact Of AI On Movies
While AI is a powerful tool that allows writers and filmmakers to be more efficient with their work, it won’t be able to take the place of actual people anytime soon. For example, ChatGPT software may be able to craft an essay that looks as good, if not better, than one written by a person. But when it comes to entertainment, AI is not quite at that level yet. A computer hasn’t experienced emotions such as joy, loss, heartbreak, or excitement. Therefore, an AI-generated movie won’t have the same effect on viewers as one made by an actual crew of people and actors.