Studio Executive Envisions New Technology as a Tool for Democratizing Filmmaking
The Impact of AI on the Film and Television Industry
Introduction to AI in Entertainment
In the realm of film and television, artificial intelligence (AI) is poised to play a transformative role similar to that of animation and CGI in the 1990s. Eric Shamlin, CEO of Secret Level, an innovative AI-focused entertainment studio, argues that AI could mark a new era for major film franchises. With experience in various media and technology roles—including positions at ABC News and Apple—Shamlin sees AI as a bridge, enabling collaboration between traditional filmmakers and modern technology.
Secret Level: Pioneering AI Integration
Secret Level stands out as an “AI-first” studio that produces content across multiple platforms, including advertising, television, and gaming. With recent projects for brands like Coca-Cola and Girls Inc., the studio aims to empower renowned filmmakers by enhancing their creative capabilities with AI. Shamlin emphasizes that they want to be collaboration-driven rather than disruptive, aspiring to support established creators like Steven Spielberg and Wes Anderson.
Current Trends in Film and TV
The film and television industry is experiencing a significant shift, particularly due to the rise of streaming platforms and intellectual property-driven content. Shamlin points out that the struggles Hollywood is facing—like decreased production and an influx of independent creators—are not primarily due to AI but rather are linked to the challenges of the streaming economy. For example, he notes that Netflix’s costly expenditures have resulted in a market correction, leading to reduced production overall.
The Effects of COVID-19 and Labor Strikes
The pandemic exacerbated production slowdowns, and subsequent strikes by actors and writers in 2023 further complicated the situation. According to FilmLA, Los Angeles saw a drop in production days from 36,792 in 2022 to only 23,480 in 2024, marking it as one of the lowest productivity years on record outside the pandemic year. Despite hopes for a recovery, the industry has continued to struggle in gaining momentum post-strikes, according to FilmLA president Paul Audley.
AI as a Solution for Production Challenges
Shamlin believes AI has the potential to enhance production efficiency by reducing costs. He draws parallels to advancements in digital filmmaking, explaining that just as digital video democratized video capture and platforms like YouTube facilitated distribution, AI could democratize production quality. This means that independent creators could produce high-quality, large-scale films without the extensive backing typically required from large studios.
For instance, Shamlin envisions the emergence of mid-budget films, which could have the same production values as high-budget blockbusters but at a fraction of the cost. This evolution may lead to a new wave of creative projects that resemble traditional studio productions.
The Rise of Creativity Amidst Innovation
Shamlin is optimistic that AI will result in an explosion of creativity, allowing talents worldwide—many of whom previously faced barriers—to create high-quality content. He believes that everyone possesses artistic potential, and AI tools will enable a broader spectrum of creators to realize their visions.
Concerns Surrounding AI’s Role
However, there are voices of caution regarding AI’s integration into entertainment. The recent strikes highlighted fears about job losses and the legal implications related to using AI. Many worry about protecting actors’ likenesses and the risks of AI-generated scripts jeopardizing writers’ jobs.
An incident involving Secret Level, where they created a Coca-Cola advertisement using AI, faced backlash for being perceived as lacking the "soul" of human creativity. Shamlin acknowledged these concerns and emphasized that their AI projects undergo significant human refinement to ensure quality.
A Balanced Perspective on AI’s Future
Shamlin is clear that while he recognizes the disruptions AI may bring, he believes it can ultimately be a force for good in the industry. As the chair of the Television Academy’s AI Task Force, he strives to guide the conversation about AI’s impact positively, encouraging industry members to embrace these technologies proactively.
He asserts that AI’s potential lies in enabling creators to flourish rather than become obsolete, urging industry professionals to adopt AI to maintain relevance. As the landscape of film and television continues to evolve, Shamlin believes that the next few years will showcase remarkable innovations and fresh creative explorations fueled by AI.
