Audience Will Shape How AI Is Used in Production
The role of audiences in influencing the use of AI in the production industry is becoming clearer. Benjamin Field, head of Deep Fusion Films and an expert on ethical AI, shared his perspective during a panel at the Banff World Media Festival. He emphasized that creators no longer fully control what people watch; instead, audience preferences will drive the industry’s response to AI-infused content.
Field pointed out that the rapid growth of the creator economy and social video platforms—many of which operate beyond traditional industry regulations—are already setting new standards for what viewers accept. This means regulations and self-regulation efforts will need to align with what audiences find acceptable and engaging.
“We’re in an adapt-or-die economy,” Field said. “While self-regulation is possible, the industry must remain agile and responsive to audience trends.”
Regulation, Ethics, and AI Use
The panel discussion also included voices from various parts of the industry: Devrin Carlson-Smith of Extraordinary AI, Raja Khanna of Dark Slope, and Victoria Shen from the Writers Guild of Canada. Their focus was on the need for clear guidelines and protections around AI use, especially for writers.
Victoria Shen strongly advocated for regulations that protect writers and called out companies exploiting the lack of clear rules to justify using existing creative work without proper credit or compensation. She noted that producers who want to safeguard their content will likely choose writers who avoid AI-generated work.
However, Shen acknowledged that the shift in viewing habits—especially among younger audiences who gravitate toward platforms like YouTube and TikTok—is prompting important conversations. This change particularly affects sectors like animation and children’s programming in Canada, where production is being hit hard.
She also raised concerns about the economic impact of AI: “Reducing costs with AI might sound good, but if there’s less money to make content, that’s a problem. We see this pattern in manufacturing—lower costs often lead to lower pay.”
Where Should the Industry Draw the Line?
Raja Khanna of Dark Slope highlighted a key challenge: the internet is a vast space where regulating AI use is difficult. “The train has already left the station,” he said, pointing out that regulating who can use AI or controlling content online is near impossible.
Khanna suggests companies must decide where they want to stand on the AI spectrum. Should they focus on quick, AI-generated content for platforms like TikTok, or invest in more crafted storytelling with strong narrative and artistic value? He believes regulation won’t dictate this choice—it’s up to each company to decide their path.
The Need for Creators to Stay Informed
Benjamin Field, who has contributed to AI policy discussions, stressed the importance of keeping creators involved and informed about AI developments. “AI isn’t just good or bad; there are good actors and bad actors,” he said. The key is for individuals to understand who they’re working with and how AI is being applied.
He warns against leaving creators feeling isolated as the industry accelerates. Staying connected and educated on AI tools and trends is essential to avoid being left behind.
For Writers: What This Means
- Expect increased discussions around AI use and regulation in your contracts and workplaces.
- Consider whether you want to engage with AI tools or focus on AI-free creative processes.
- Stay informed about ethical AI practices to protect your work and rights.
- Recognize that audience preferences will shape content formats and styles, especially on social platforms.
Writers interested in practical AI skills and ethical considerations may find value in exploring courses and resources that focus on AI in creative fields. Platforms like Complete AI Training offer targeted learning paths that can help writers navigate these changes.