Page 95 - SAMENA Trends - March-April 2023

ARTICLE SAMENA TRENDS

possibilities for storytelling and enables the versatility of generative AI, some of - Accountability
filmmakers to explore new genres and these possibilities also pose some of the - Legal IP and Copyright issues
styles while focusing on more important biggest challenges that mankind will face - Model transparency and ability to control
aspects of the film. in the coming years, which is extremely output
dangerous. - Cost model – While per unit price is in
Likewise, generative AI is bridging cultural few cents, but when content ingestion
gaps and bringing the world closer together Responsible AI, which has so far been happens at a broad way and multiple
by making local media content more the subject of panel discussions and CXO users start using it at scale, there can
accessible to a global audience, resulting in tasks, needs to play a more significant role potentially be a surprise element.
a wider viewership. Subtitles and dubs are at the ground level. While explainability,
crucial in breaking language barriers, and fairness, and bias were the primary axes Conclusion
with the help of generative AI, subtitles can of responsible AI, accountability, ethics, With its tremendous capabilities, generative
be created in multiple languages, ensuring and fake detection will need prominent AI has the potential to transform the CME
that the message of the tv program or a film focus for generative AI. Negative use of industry by creating new opportunities
is exactly conveyed to viewers who may generative AI can lead to criminal and for content creation and delivery. In the
not understand the original language. AI- fraudulent activities and can potentially telecom industry, generative models can
based dubbing technology can also create cause social unrest. be used to optimize network performance,
voice overs in different languages, making predict demand and customer behavior,
any media program or film accessible to Key considerations while adopting and automate customer service
audiences who prefer to hear the dialogue generative AI processes that can help improve network
in their native language. On the journey of generative AI adoption, efficiency and customer satisfaction
enterprises need to deal with quite a few while reducing costs. In the media and
Ethical and responsible use of generative complex topics with regards to generative entertainment industry, generative AI
AI AI like - can be used to generate personalized
While a myriad of cool new things are - Cyber security content recommendations and enhance
popping up in various industries with - Data Protection the creative process by generating new
and innovative ideas or content. This can
Responsible AI, which has so far been the subject of panel help boost the engagement and loyalty of
discussions and CXO tasks, needs to play a more signifi- the audience while reducing production

cant role at the ground level. While explainability, fairness, costs. By leveraging generative AI, industry
players can gain a competitive advantage
and bias were the primary axes of responsible AI, account- in the marketplace while improving the
ability, ethics, and fake detection will need prominent focus customer experience.
for generative AI. Negative use of generative AI can lead to To conclude, those players that adopt
criminal and fraudulent activities and can potentially cause generative AI to power their digital
touchpoints will be better positioned to
social unrest. succeed in a fast-changing market.

95 MARCH-APRIL 2023