Global Digital Forum Panel Explores How AI Is Changing Media
The 2nd Global Digital Forum is taking place in Moscow. At the “AI in Media Production: Film, Advertising, Platforms” panel on October 8, experts from Russia, Indonesia, Turkey, Colombia and Argentina discussed what can be entrusted to algorithms and what should remain the responsibility of humans.
The moderator, Gennady Guryanov, director of the Autonomous Nonprofit Organization “Development of Artificial Intelligence Technologies,” opened with a question: what should never be entrusted to artificial intelligence? Each speaker offered their own perspective on working with AI and outlined where its responsibility should end.
Anna Moryakova, production director at Soyuzmultfilm, called AI a catalyst for the transformations taking place across all areas of business. The legendary animation studio, whose content has shaped the childhoods of generations of viewers, is no exception.
“What we cannot entrust to artificial intelligence is artistic and creative judgment. Human beings must still approve the work and make the final decisions about the visual style and content of animated films,” the speaker said.
AI has significantly lowered the barrier to entry: children and people without formal training in art or directing can now generate animated films, but the quality of that content varies widely.
Valery Sidorenko, a member of the Public Council under the Russian Ministry of Digital Development, the Association of Communication Agencies of Russia (ACAR) and the Association of Consulting Companies and Organizations (ACOS), and CEO of R.I.M. – INTERIUM communications group, has been working on the digital transformation of the communications industry since 2014. He believes AI can be entrusted with virtually everything except decision-making, because responsibility must always remain with a human. The expert pointed to the 12% of companies that measure the business impact of AI adoption, compared with 69% that do not measure its impact at all and do not link AI to their companies’ economics.
“The figures are interesting. AI adoption has become widespread, but in many cases, it is adoption for the sake of adoption. Clear goals are essential if projects are not to fail. The greatest value humans bring is precisely where a final decision needs to be made,” he noted.
Giri Maulana, founder and CEO of Ionz Creative Digital (Indonesia), emphasized that AI is significantly changing the speed at which content can be created. However, at least for now, artificial intelligence cannot be an author. The author is a human, and that person is ultimately responsible for the work. There need to be boundaries. Tools such as AI should serve as helpers and assistants in the creative process.
Ferdi Alici, director and founder of OUCHHH Studio (Turkey), has been working with AI for more than a decade.
“We don't use ChatGPT, Gemini, NanoBanana and so on. We don't want to get an image from artificial intelligence. We want to use AI to create a unique vision,” he explained.
For example, at a media summit in Dubai, the studio used 12,000 facial expressions in real time to create a collective sculpture expressing emotions.
Argentine artist and engineer Joaquin Fargas also acknowledges that AI speeds up his work. At the same time, he warns that everything needs to be checked and that AI cannot be relied on completely, as doing so can lead to problems. The artist also spoke about an original performance, “robotic meditation,” conducted with the help of AI. Fargas entrusted his body to the system: biometric information was uploaded into it, and AI controlled the movement of his legs and arms. Fargas takes a philosophical view of the future of civilization and suggests that a synthesis of humans and AI may eventually emerge.
Artificial intelligence is rapidly becoming part of media production, reducing time and costs while opening up new formats. Support for the creative industries is also growing. Juan Manuel Rincon, Special Adviser for Creative and Digital Industries and International Cooperation (Colombia), spoke about this trend. According to him, AI technologies are opening up more and more opportunities for filmmaking and creative professionals.
“Colombia has a special government certificate that provides for a more favorable tax regime for creative industries and studios,” the speaker noted.
He also said that creative opportunities were worth nearly $70 million over three years and that growth in the sector is continuing.
At the end of the session, attendees had an opportunity to ask the speakers questions, while moderator Gennady Guryanov showed a historical image of Moscow cab drivers striking against the spread of automobiles in 1923. People often resist new technologies because they fear change. But the world keeps changing, and new technologies are inevitable. The speakers agreed that AI speeds up workflows, provides support and, without a doubt, opens up new opportunities. However, final decisions and responsibility remain with humans.
