FridayOL

Lori McCreary, the CEO and co-founder of Revelations Entertainment, the production company behind Morgan Freeman, delivered a stark warning about the potential impact of artificial intelligence (AI) on the entertainment industry. Speaking at the AVP Summit in Italy on Tuesday, McCreary emphasized the crucial, and increasingly vital, role of producers in navigating this rapidly evolving landscape.

McCreary's comments came as part of a broader discussion on the future of production in the age of AI. She highlighted that AI is poised to significantly reshape the industry, impacting everything from sound design and visual effects to scriptwriting and even acting. However, she stressed that this technological disruption shouldn't come at the expense of artistic talent and creative vision.

“AI is going to re-shape our industry… the way sound is created, the way visuals are created, how stories are told – all of it,” McCreary stated. “As producers, we’re the last line between talent and technology.”

This statement underscores McCreary’s perspective that producers need to act as guardians of artistic integrity, ensuring that AI is used as a tool to enhance, not replace, human creativity. She believes the producer's role is evolving into one of curation, discernment, and maintaining a focus on authentic storytelling.

The AVP Summit, known for bringing together industry leaders to discuss the latest trends and challenges, provided a platform for McCreary to share her insights with a receptive audience. Her message resonated particularly well given the growing anxieties surrounding AI’s potential to displace jobs and devalue artistic skills.

McCreary’s Revelations Entertainment has a strong track record of producing impactful documentaries and films that explore complex social and political issues. This commitment to thoughtful storytelling aligns with her belief that producers have a responsibility to guide the use of AI in a way that serves the greater good and preserves the essence of human expression.

The conversation surrounding AI in entertainment is only just beginning. McCreary's words serve as a timely reminder that while embracing technological advancements is essential, safeguarding the value of human talent and creative vision remains paramount. Producers, she argues, are uniquely positioned to lead this charge, ensuring that AI becomes a powerful ally rather than a disruptive force in the world of entertainment.

Ultimately, McCreary's call to action is clear: producers must actively shape the future of production, leveraging AI's capabilities while upholding the principles of artistic excellence and authentic storytelling. The future of entertainment may depend on it.