AI 'invades' Vietnamese showbiz

The entertainment market is currently witnessing the arrival of artificial intelligence (AI) in most fields such as movies, music and game shows. The application of AI opens up many opportunities, but also many challenges for artists and producers in the creative journey.

In music , AI opens up a change in the way of creativity when it can compose and perform. Recently, the song Say mot doi vi em performed by AI has become a hit on social networks, attracting millions of views on the YouTube platform. Amid this fever, a number of artists, both famous and not-so-famous, have quickly released a "cover" of Say mot doi vi em .

Images in the MV of the song Say mot doi vi em attracted more than 8 million views on YouTube

Photo: Screenshot

Recently, Who is AI? - the first AI application game show, hosted by Tran Thanh, was announced, making viewers curious about how AI is present in an entertainment program, as well as the experience that AI can bring to the audience in the context of the vibrant but less breakthrough game show market.

Previously, the Vietnamese music market had witnessed many projects with the contribution of AI, including Dan Truong's Em oi vi dau when applying AI to MV production or the AI-composed song Mien hoa ban ngay performed by Duong Hoang Yen in the program Dien Bien - Sac ban buon sang which also made the audience curious.

The entertainment market witnessed the appearance of virtual singers Michau and Damsan at the HOZO International Music Festival in 2022. After that, virtual singer Ann also officially debuted, releasing a number of products such as Lam Sao Noi Thuong Anh, Cry ... attracting hundreds of thousands of views on the YouTube platform.

In the field of cinema, the use of AI in the filmmaking process is essentially a form of applying science and technology to film production, part of a series of technological advances that have been applied by the film industry for a long time. Recently, Vietnamese films have also gradually introduced AI into the production process, notably the case of AI replacing Thuy Tien, taking on the female lead role in Chot Don . The film Nguoi Nguoi Trong Trong by director Pham Vinh Khuong is a science fiction film created entirely by AI. The filmmaker Linh Mieu: Quy Nhap Trang also revealed the soundtrack of the film Hoang Phan Dem Khong , composed and performed by AI. Mr. Dang Tran Cuong, Director of the Department of Cinema, commented that the application of AI opens up a new and encouraging opportunity for the development of the Vietnamese film industry in the context of global technology integration.

Inevitable trend

From the above examples, it can be seen that AI is gradually appearing in Vietnamese showbiz. This creates novelty and difference, but also poses challenges for creators.

Tran Thanh hosts a game show about artificial intelligence

Photo: Manufacturer

Referring to the "rise" of products "composed" by AI, producer Tuan Mario acknowledged that AI can analyze, quickly produce products and even copy the artist's voice. However, according to him: "AI can imitate a singer's voice but still lacks real human emotions and currently cannot express high and low notes appropriately. Therefore, I think AI will hardly replace humans in the near future. However, AI can be applied to music to make the workflow faster." Media expert Phan Anh commented that music is emotion and no AI can do that. "Whether a song is successful or not, we can evaluate it through its popularity, meaning and the emotions it brings to listeners," Mr. Phan Anh shared.

Mr. Tran Dinh Phuong, Deputy General Director of Bee Media Company, believes that applying AI in television production is an inevitable trend, reflecting the transformation of the entire entertainment industry in the digital age. From a producer's perspective, Mr. Phuong believes this is an important step forward, because AI can shorten the program production time from pre-production to post-production, support the research and development process of program content, and analyze audience data. Thanks to that, the creative team has more space to focus on the "soul" of content and humanistic messages.

"However, the core value of television, especially charity programs with profound humanistic meanings like Vietnamese Family Home , lies in genuine emotions and empathy. This is something that any technology, including AI, can hardly replace. Therefore, we see AI as an important support tool, but it cannot replace the creative role and social responsibility of humans in each frame," said Mr. Tran Dinh Phuong.

In fact, AI supports the automation of multilingual subtitles, the production of short clip versions for social networks, and the analysis of audience behavior to shape content strategies. This makes it easier for programs to spread, accurately reach the target audience, and increase influence. However, it comes with significant challenges. AI raises issues of authenticity, professional ethics, and copyright. If too dependent, the product can easily make the audience lose trust. "The application of AI needs to be associated with a transparent and responsible strategy. It is a balance between technology and humanity: technology supports speed and efficiency, but humans are the center of creativity and the "fire keeper" so that television continues to touch the true emotions of the audience," Mr. Tran Dinh Phuong added.

Source: https://thanhnien.vn/ai-xam-nhap-showbiz-viet-185251008225853565.htm