www.indiewire.com/news: In November, a new type of content studio, Promise, was launched. Backed by high-profile investors, including producer Peter Chernin, Promise announced at its outset that it aimed to produce film and TV series by incorporating generative artificial intelligence tools into its production workflow, partly by utilizing its proprietary software MUSE.
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Ultimately AI is a TOOL. It’s incapable of generating and following through with its own ideas and concepts. This studio is the first of its kind to focus on creating AI assisted tv and films. Unlike prior AI movements, this studio emphasizes placing artists at the center of their production. Maybe by doing so the the quality of work will improve. As we’ve seen with AI generated projection design in the WIZ, when solely created by AI it can look sloppy and incoherent. Hopefully, this company will continue to focus on AI as a TOOL for artists, not a replacement. I’m curious to see how industry professionals react to this new type of company. The studio is adamant that they cannot be hired by other studios to help them integrate AI into their workflow, but how quickly could this change with a high enough offer? Will film guilds refuse to recognize their achievements? Where will the new lines be drawn in terms of crediting and rights?
Promise’s whole thing of mixing AI with filmmaking is honestly super intriguing. It’s like they’re taking everything we know about traditional filmmaking and adding a futuristic twist without totally losing that human touch. The way they’re making it creator-driven is key. They’re not trying to replace filmmakers with AI; instead, they want to give filmmakers tools that can amplify their ideas, which is actually really cool. I think it’s smart that they’re hiring experienced filmmakers and VFX artists, like Rob Nederhorst, who’ve worked on big projects like John Wick 3. This gives them a solid foundation in traditional movie-making, while still using AI to push boundaries. I love that how Promise partnering with Hollywood creators, letting them explore AI in their existing projects. That’s a smart move because it gives traditional filmmakers the chance to try something new without feeling like they’re throwing everything they know out the window.
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