Man & Machine: How AI is taking the entertainment space by storm

Across the world, artificial intelligence and machine learning are revolutionising the way we make and consume entertainment — and the recent Shah Rukh Khan ad is just a glimpse of the magical possibilities up ahead

- Amrita Prasad

Remember the Diwali commercial in whichShah Rukh Khan names local stores and talks about supporting small businesses by shopping locally? Only, Shah Rukh didn’t name those shops at all! The ad uses game-changing technology — artificial intelligence and machine learning — to recreate Shah Rukh’s facial expressions and voice uttering those names, so that depending on a viewer’s pin code, they will hear names of shops that are actually in their locality.

AI IS PUSHING BOUNDARIES OF ENTERTAINMENT

Sounds cool, right? But what is cooler is this cutting-edge tech involving AI — explored in sci-fi films like Ex Machina and Her — may change the very nature of filmmaking and entertainment in the coming years. And there are already signs of that. “With AI and machine learning, the entertainment space is constantly pushing boundaries to attain what was once impossible for filmmakers — digitally resurrecting a deceased actor, writing scripts, customising video footage for a targeted audience,” says Suresh Ravindran, AI designer,who works with VFX artistes and filmmakers.

After Paul Walker’s death in 2013, the actor’s face was mapped onto his brother’s to bring him back to life using CGI and old footage in Fast and Furious 7. But even that feat — which seems like a wonder back then — may become old hat soon. “Algorithms based on AI and machine learning have helped complete film-related tasks swiftly and at scale. These new-age technologies, when used effectively, produce some of the best editing, high-definition graphics,and visual effects available today,” says Anant Roongta, managing director, Famous Studios.

TECH IS CATCHING THE FANCY OF CREATIVE MINDS ACROSS THE WORLD