Generative AI is a hot topic in Hollywood, and Buzz Hays, the global lead for Google Cloud’s entertainment industry solutions, is on a mission to educate his colleagues about the benefits and drawbacks of fine-tuning models. One of the projects that showcased the power of this technology was Warner Bros. Discovery’s “The Wizard of Oz” at the Sphere event in Las Vegas.
Hays explained the process of fine-tuning models, which involves taking a base model and customizing it to fit a specific character or scenario. In the case of “The Wizard of Oz,” the team fine-tuned models for each main character, ensuring a faithful reproduction of the actors in various situations, even when they turned around or had limited screen time.
As a former Hollywood producer, Hays understands the importance of data ownership and protection of intellectual property. He emphasized that all data used for fine-tuning models is owned and maintained by the customer, and it never gets absorbed into the model itself. This distinction is crucial as AI technology becomes more prevalent in film and TV production.
Hays sees the potential for fine-tuned models to play a significant role in maintaining likeness and consistency in franchise titles. However, he stressed the importance of implementing guardrails to protect against misuse of the technology. Google Cloud has strict policies in place to prevent the generation of known celebrities or inappropriate content, ensuring that the technology is used responsibly.
For the “The Wizard of Oz” project, Hays and his team worked within the studio’s restrictions to honor the original film. They were not allowed to replace actors’ performances, voices, or use motion capture to create new scenes. Hays appreciates these limitations, believing that the best art often emerges from working within constraints rather than having unlimited possibilities.
Overall, Hays values the restrictions placed on generative AI technology and believes they are essential for maintaining the integrity of the creative process. As this technology continues to evolve, it is crucial to strike a balance between innovation and responsible use to ensure that it enhances, rather than hinders, the entertainment industry.
