AI 'infiltrates' Vietnamese showbiz

The entertainment market is currently witnessing the influx of artificial intelligence (AI) in almost all fields, including film, music, and game shows. The application of AI opens up many opportunities, but also presents numerous challenges for artists and producers in their creative journey.

In music , AI is revolutionizing the way creativity works, enabling songwriting and performance. Recently, the song " Say Mot Doi Vi Em" (Say a Lifetime for You) , performed by AI, went viral on social media, garnering millions of views on YouTube. Amidst this craze, several artists, both famous and lesser-known, quickly released cover versions of " Say Mot Doi Vi Em . "

The visuals in the music video for the song " Say One Life for You" have attracted over 8 million views on YouTube.

Photo: Screenshot

Recently, "Who Is AI?" - the first AI-powered game show hosted by Tran Thanh - was announced, sparking curiosity among viewers about how AI will be present in an entertainment program, as well as the experience it can offer audiences in a game show market that, while vibrant, lacks innovation.

Previously, the Vietnamese music market has witnessed many projects incorporating AI, including Dan Truong's "Em ơi ví dầu," which used AI in its music video production, and Duong Hoang Yen's AI-composed song " Miền hoa ban ngày, " performed in the "Dien Bien - Sắc ban bừng sáng" program, which also piqued audience curiosity.

The entertainment market witnessed the emergence of virtual singers Michau and Damsan at the HOZO International Music Festival in 2022. Following that, virtual singer Ann also officially debuted, releasing several songs such as " How Can I Say I Love You," "Cry, " etc., which garnered hundreds of thousands of listens on YouTube.

In the film industry, the use of AI in filmmaking is essentially a form of applying science and technology to film production, part of a series of technological advancements that the film industry has long utilized. Recently, Vietnamese films have also gradually incorporated AI into production, notably the case of AI replacing Thuy Tien in the lead female role in " Chot Don" ( The Final Order ) . Pham Vinh Khuong's film "The Curse Under the Moonlight" is a science fiction film created entirely using AI. The filmmakers of "Linh Mieu: Quy Nhap Coi" (The Cat Spirit: The Possessed Corpse) also revealed that the theme song for "Hoang Tuong Dem Khuya" (Deep Night Delusions ) was composed and performed by AI. Mr. Dang Tran Cuong, Director of the Vietnam Film Department, believes 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 technological integration.

An inevitable trend

From the examples above, it can be seen that AI is gradually making its presence felt in Vietnamese showbiz. This creates novelty and uniqueness, but also poses challenges for creators.

Tran Thanh hosts a game show about artificial intelligence.

Photo: Manufacturer

Referring to the "rise" of AI-generated products, producer Tuan Mario acknowledged that AI can analyze and produce products quickly, and even replicate artists' vocals. However, he stated: "AI can mimic singers' voices but still lacks genuine human emotion and currently cannot accurately reproduce high and low notes. Therefore, I think AI is unlikely to replace humans in the near future. However, AI can be applied to music to speed up the workflow." Media expert Phan Anh asserted that music is all about emotion, and no AI can replicate that. "Whether any song is successful or not can be judged by its reach, meaning, and the emotions it evokes in listeners," Phan Anh shared.

Mr. Tran Dinh Phuong, Deputy General Director of Bee Media Company, believes that the application of 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 considers this a significant step forward, as AI can shorten the program production time from pre-production to post-production, support the research and development of program content, and analyze audience data. As a result, the creative team has more space to focus on the "essence" of the content and the humanistic message.

"However, the core value of television, especially charitable programs with profound humanitarian significance like ' Vietnamese Family Shelter,' lies in genuine emotion and empathy. This is something that any technology, including AI, can hardly replace. Therefore, we view AI as an important supporting tool, but it cannot replace the creative role and social responsibility of humans in each frame," Mr. Tran Dinh Phuong stated.

In fact, AI supports the automation of multilingual subtitles, the production of short clip versions for social media, and the analysis of audience behavior to shape content strategies. This helps programs spread more easily, reach the target audience more accurately, and increase their influence. However, it also comes with significant challenges. AI raises issues of authenticity, professional ethics, and copyright. Over-reliance on AI can easily lead to a loss of audience trust. "The application of AI needs to be linked to a transparent and responsible strategy. It's a balance between technology and human values: technology supports speed and efficiency, but people are at the center of creativity and are the 'keepers of the flame' so that television continues to touch the genuine emotions of its viewers," Mr. Tran Dinh Phuong further shared.

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