This is the first time the streaming platform has integrated new technology into its visual effects.
Inevitable development
"In a scene depicting a collapsing building in Buenos Aires, Argentina, the visual effects team used tools supported by artificial intelligence (AI) to create the effect. Without the support of AI, the cost of this scene would have exceeded the budget for the project," said Netflix CEO Ted Sarandos.
AI is opening up a new chapter for the arts and creativity, but it is also challenging the very core values of human creativity. Strikes by Hollywood writers and actors over the use of AI in the entertainment industry remain a hot topic of debate. Unions have since reached an agreement to ensure that AI technology is used as a tool to assist, not replace, humans in the creative process.
In fact, AI has been present in the cultural industry from painting, song composition, AI-made short films... In the film industry, AI is used to write scripts, edit videos , create visual effects, and even create virtual characters. Since 2023, the short film "The Frost" by a German director has used all AI tools for production - from ideas, settings to images. In the publishing industry, AI is used for preliminary editing, translation, and even content writing. Tools like MidJourney, Canva AI, Adobe Firefly can create a series of posters, covers, and brand icons in minutes. AI has become a powerful support tool, helping to speed up the content production process. This has changed the way the entertainment industry operates.
"Touch" is the first science fiction film in Vietnam entirely created by AI, exploring the themes of domestic violence and psychological trauma. The MV "White Shirt After White Night" uses all original materials to train AI to produce a completely new story and is a film post-produced entirely by AI. The film "Ghost Enters the Earth" has a soundtrack composed and performed by AI.
According to some experts, the application of AI helps optimize the production process, reduce costs and open up new directions for the Vietnamese film industry. The MV "Em oi vi dau" by Dan Truong and the MV "Mat bao" by Pham Vinh Khuong both use AI to improve content and convey messages. The emergence of virtual singers thanks to Vocaloid technology and deepfake voices is creating a new wave in music .
A scene created using AI, combining human and robot elements using the Wonder Dynamics tool. (Photo: THE HOLLYWOOD REPORTER)
Can AI Steal Artists' Jobs?
The entertainment industry is at a crossroads with the advent of AI. Along with the benefits it brings, AI also brings concerns. AI with tools like Suno, AIVA, OpenAI’s Jukebox or Synthesizer V Studio allows users to create original music in just a few minutes.
According to musician Nguyen Van Chung, AI helps create catchy melodies and supports music learning. But when talking about works created by AI, musician Hoai An affirmed: "AI creates music that is not bad, sometimes even very catchy. But it lacks the most important thing: heart". Director Nguyen Quang Dung admitted that AI is an assistant that helps handle problems and reduce production pressure, but "emotions and final decisions still belong to humans". Many experts believe that AI creates competition in art but cannot replace the emotional element that humans bring. AI is very useful, but using AI can easily reach the limits of emotions, uniqueness and intellectual property rights.
In Vietnam, some media companies have started using AI to create trailers, write movie descriptions, and even experiment with dubbing with synthetic voices. However, many directors have warned and worried: "If we overuse AI, we will have films that are technically perfect but emotionally soulless"; "AI scripts may be logical, but they cannot vibrate like a human writing a scene from personal pain".
Currently, Vietnamese law does not have specific regulations on intellectual property rights for AI-generated products. It is a fact that artists will "confront" their own copies. In 2024, a young singer in Ho Chi Minh City suddenly discovered that her voice was used to sing a completely new song on TikTok. When investigating, she discovered that it was an AI-generated voice product without permission. Although the video has been removed, the singer still cannot claim legal rights because there is no specific handling framework.
This is not an isolated case. Many artists, painters, writers… are becoming “victims” of AI - when their voices, images, styles or writing styles are learned by machines and widely used. According to Theverge, Hollywood is at a crossroads: on one side is the fear of AI's replacement, on the other side is the prospect of technology opening up a new era of creativity. Many AI companies are trying to create this harmony. But as long as AI cannot convey emotional depth, cinematic thinking and individuality in each frame, the role of humans will remain at the center of every film.
The important thing is not to ban AI, but to create a fair creative space where humans are not overshadowed, but elevated in the age of artificial intelligence. Clearly, AI and the entertainment and cultural industry have a symbiotic relationship if controlled. And of course, the two will confront each other if there is no appropriate legal framework.
AI opens up many opportunities for artists to experiment with new styles, but it also poses challenges to human emotions in art. AI can create complete products but cannot replace the emotional depth of the artist. Copyright issues are also complicated when AI can copy styles without clear intellectual property rights. If guided in the right direction, AI will be a tool to enhance human creativity. But if left unchecked, AI can destroy the very foundation of emotion - the soul of art.
Source: https://nld.com.vn/ai-dinh-hinh-lai-nganh-cong-nghiep-giai-tri-196250801211655859.htm
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