Analysis on Experimental Usage of Intelligent Methods in Digital Media Production Process in Media Intelligence Laboratory

Abstract

Artificial Intelligence (AI) is revolutionizing various spheres of life, and the production of digital media is no different. Rapid development of AI software for creating videos, animation, and interactive media design is revolutionizing workflows, fueling creativity, and making the production process more efficient. Little empirical research, however, has been done regarding the factual application of these software products within real-world media production environments. This dissertation will explore the application of AI in the production of digital media, given importance to its effects on making the process more efficient, creative, and cost-saving. The research is centered on AI software applied within the making of videos, animation, and interactive media design for purposes of comparative studies with conventional methods of making such content with regard to workflows, time, cost, and quality of output. Additionally, the research addresses the ethical concerns associated with AI-based software, specifically the application of deep fake technology, which is the subject of concern regarding authenticity of the media, misinformation, as well as copyrights.

To address these concerns, a mixed-methods research design was employed. Qualitative information was obtained using semi-structured interviews with 10 professionals from different areas of the media, namely, video production, animation, and interactive design. Additionally, a survey tool was given to 50 professionals, with a response rate of 40, for collecting quantitative information regarding the adoption of AI, its benefits, as well as issues with using AI for media production. It is found that software based on AI facilitates efficiency to a great degree by automating routine work, reducing the time for production, as well as enabling professionals to concentrate only on creativity. Additionally, AI software was found to stimulate creativity through the introduction of new ideas, effects, as well as techniques that may not otherwise be conceived. Nonetheless, comparing the adoption of AI-based software with traditional production reflects that although AI software facilitates cost-effectiveness as well as efficiency, it continues to have integration cost issues as well as learning curves, particularly for smaller studios.

The ethical considerations for AI, particularly uses of deep fakes, were the leading topic of concern to come through the research as well. Industry experts were worried about the misuse of AI-generated content for purposes of tricking people or manipulating audiences. This focuses on the need of developing regulatory strategies and ethical guidelines to limit the dangers of artificial intelligence based production content technology. This research contributes to knowledge regarding the role of AI as a content producer. It also gives practitioners preceptions regarding the successful inplementation of artificial intelligence into their pipelines.