Raws li Adobe koom nrog Generative AI Ntiaj Teb, Hollywood Grapples Nrog Lub Ntiaj Teb Tshiab

Nws yog haum rau Adobe
ADBE
xaiv Las Vegas lub lim tiam dhau los no los tshaj tawm Firefly, nws nkag mus rau hauv kev sib tw liab-kub generative kev txawj ntse. Raws li ib tus kws pab tswv yim ua haujlwm hauv chav ua yeeb yam tau muab tso rau, qhov kev ua haujlwm zoo li no AI yog tam sim no "cov ceg txheem ntseeg" rau txhua lub tuam txhab thev naus laus zis, qhov tsawg kawg nkaus (yog tias hnyav) thawj koom ruam uas yuav tsum muaj rau cov neeg siv khoom thiab cov tub ua lag luam.

Firefly muaj ntau heev nyob rau hauv beta tseem, raws li Adobe cov thawj coj rov hais dua. Cov neeg siv yuav tsum tau sau npe online, thiab yuav tau txais kev nkag mus rau lub asthiv tom ntej rau cov cuab yeej uas ua rau nws yooj yim rau kev sib pauv hauv cov duab keeb kwm yav dhau los, cov khoom, khoom siv, xim, cov ntawv lag luam thiab ntau dua, tom qab ntawd sai sai tsim thiab tshaj tawm ntau yam sib txawv rau lwm tus. platforms.

Firefly lub community launch sawv cev rau lwm qhov loj, yog tias tseem ua ntej cov kauj ruam, muab Adobe cov khoom lag luam nrog rau cov khoom lag luam siab xws li ChatGPT, Midjourney, thiab Stable Diffusion los ntawm cov tuam txhab xws li Microsoft, Cov Ntawv thiab OpenAI.

Generative AI tau tawg tawm hauv ntau qhov chaw tam sim ntawd. Lub lim tiam dhau los ntawm tus neeg ua yeeb yam thiab game-show host Drew Carey's SiriusXM xov tooj cua qhia, Friday Night Freak-Out, tau kaw siv lub suab AI tsim los ntawm Kaum Ib Hlis Labs thiab ChatGPT, raws li kev tso tawm los ntawm cov channel uas cov yeeb yam khiav, Little Steven's Underground Garage.

Thiab lwm yam piv txwv tau nce sai, tab sis Adobe cov thawj coj tau hais ntau zaus tias kev ceeb toom ntau npaum li kev txaus siab tau lees paub.

"Kev kawm tshuab thiab AI muaj zog tab sis kuj xav tau txoj hauv kev xav tau tiag tiag uas tuaj yeem nthuav dav thiab tsis hloov tib neeg lub tswv yim," said Adobe CEO thiab Thawj Tswj Hwm Shantanu Narayen thaum lub sij hawm Adobe Summit. Nws hu ua cov ntsiab lus tsim "ib lub sijhawm loj rau kev loj hlob rau txhua lub tuam txhab."

Adobe tau ua ob peb lwm yam AI hais txog cov khoom tshaj tawm, txhua tus tsim los kom nruj dua cov khoom ntawm lub tuam txhab cov cuab yeej muaj tswv yim xws li Photoshop thiab Premiere Pro nrog nws cov khoom lag luam tshiab thiab cov ntaub ntawv tshuaj xyuas.

Ely Greenfield, Adobe's CTO ntawm digital media, hais tias "Adobe 100% sawv tom qab kev ntseeg tias cov thev naus laus zis no yog qhov nrawm rau kev siv tswv yim, tsis yog hloov pauv," said Ely Greenfield, Adobe's CTO ntawm digital media, hauv kev xam phaj. "Cov thev naus laus zis no dhau los ua lwm yam cuab yeej uas tuaj yeem ua kom cov txheej txheem ntau lawm, tab sis tsis hloov nws."

Cov ntawv tshaj tawm ntawm Adobe tau txais txiaj ntsig zoo ntawm cov tuam txhab thiab cov kws pab tswv yim ntawm lub rooj sib tham uas siv nws cov cuab yeej nrog ntau txhiab tus neeg siv khoom sim muag zoo nkauj txhua yam khoom xav tau lossis kev pabcuam tawm.

Phil Regnault, tus thawj coj PWC tau hais tias "Nws yog txoj hauv kev tshiab ntawm kev saib kev lag luam," said Phil Regnault, uas yog tus thawj coj PWC
PWC
Adobe xyaum qhia cov tuam txhab yuav ua li cas siv nws ntau yam cuab yeej. "Nws tau siv tsuas yog PDFs thiab Photoshop. Tam sim no lawv muaj ntau daim ntawv thov nyob rau hauv (Chief Marketing Officer) suite. (Cov neeg siv khoom) yuav tsum muaj kev paub txog digital, tom qab ntawd kos npe rau hauv tsev. Kuv xav tias nws tsuas yog teb rau qhov lawv cov neeg siv khoom tab tom nrhiav. "

Tom qab ib nrab xyoo caum tau tsom mus rau kev sau, tshuaj xyuas thiab ua yeeb yam ntawm cov ntaub ntawv rau cov koom haum suites, Adobe txav tau tsim los kho lwm cov teeb meem, dab tsi Regnault hu ua "log jam" ntawm cov ntsiab lus tsim sab. Cov neeg lag luam tsis tuaj yeem ua cov ntsiab lus txaus kom ua tiav nrog txhua lub platform thiab cov lag luam ntu tam sim no ncav cuag.

Cov ntawv tshaj tawm ntawm Adobe kuj tseem cim cov kauj ruam tseem ceeb rau ib qho ntawm cov tuam txhab uas cov kws tshaj lij tsim hauv Hollywood thiab lwm qhov tso siab rau ua yeeb yaj kiab, TV qhia, kev tshaj tawm, kev pom pom, podcasts, tshaj tawm online, thiab lwm yam. Premiere Pro, Photoshop thiab lwm yam khoom siv Adobe twb muaj peev xwm ua haujlwm AI-powered, kom yooj yim rov ua haujlwm xws li sau cov yeeb yaj kiab lossis tawm tswv yim zoo tshaj plaws saib lub rooj teeb tsa rau daim duab.

Greenfield tau hais txog qhov txwv ntawm AI, txawm tias nws lub zog los tso cov neeg ua haujlwm dawb los ntawm ntau qhov kev sib tsoo rov ua haujlwm uas xav tau los ua kom cov khoom xav tau rau kev txiav cov ntaub ntawv-tsav kev lag luam.

"Cov thev naus laus zis no txog tam sim no, lawv tsis zoo ntawm kev xav tsis zoo, tab sis lawv tuaj yeem ua rau muaj kev xav tsis zoo," Greenfield hais. “Lawv tuaj yeem pab tib neeg tshawb nrhiav. Lawv tuaj yeem nthuav tawm tej yam uas tau tshoov siab los ntawm lwm cov ntsiab lus. "

Qhov ntawd yog qhov kev txhawj xeeb thoob plaws Hollywood, qhov twg cov neeg ua yeeb yam, cov thawj coj, thiab, tshwj xeeb tshaj yog, cov kws sau ntawv, xav tsis thoob tias lawv yuav haum qhov twg hauv AI-fueled cov ntsiab lus-tsim yav tom ntej. Nws yog qhov tsim nyog uas Adobe tau caw Oscar- thiab Emmy-winning sau ntawv / tus thawj coj Aaron Sorkin (Social Network, Sab Hnub Poob) mus hais lus ntawm lub rooj sab laj, txawm hais tias nws qhib nws qhov kev sib tham tseem ceeb nug, "Vim li cas kuv nyob ntawm no?"

Raws li Sorkin tau taw qhia, "Yuav ua li cas kuv txoj haujlwm tau hloov pauv ob peb xyoos dhau los, thiab kuv yog tus tsim cov ntsiab lus tam sim no."

Kev siv cov cuab yeej tsim tawm AI xws li ChatGPT tau ua rau Hollywood muaj tswv yim hauv txoj kev loj. Cov Neeg Sau Ntawv Guild of America nyuam qhuav pib sib tham nrog cov studios loj rau daim ntawv cog lus tshiab (qhov tam sim no xaus rau lub Tsib Hlis 1), nrog rau "tus qauv ntawm kev xav tau" sim txhais seb yuav ua li cas thiab seb cov studios puas yuav siv AI cov cuab yeej los tsim lossis rov sau cov ntawv.

Qee lub tuam txhab twb tau tshaj tawm lawv cov cuab yeej AI uas tau kawm txog ntau txhiab zaj yeeb yaj kiab thiab TV series scripts (cov cai lij choj foob tau tshwm sim lawm), tab sis Sorkin tau hais tias qhov no yuav tsis ua tiav txoj hauv kev raws li cov neeg txhawb nqa tuaj yeem hais.

"Kev paub dab tsi tib neeg xav tau thiab muab rau lawv yog daim ntawv qhia tsis zoo rau kev piav dab neeg," Sorkin hais. “Muaj ntau pua txoj hauv kev los npaj nqaij nyug. Tab sis yog tias kuv npaj nqaij nyug hauv txoj kev uas tib neeg feem ntau haus nws, nws yuav yog McDonald's
MCD
hamburger."

Sorkin tau hais tias "cov thawj coj, peb tsis yog cov neeg ua raws," “Kev sau ntawv nyuaj, tsawg kawg yog rau kuv. Kuv sim sau qhov kuv nyiam, qhov kuv xav tias kuv cov phooj ywg yuav nyiam, tom qab ntawd kuv khaws kuv tus ntiv tes hla kom txaus lwm tus neeg nyiam nws uas kuv yuav tau sau ntxiv. "

Cov Kws Sau Ntawv Guild muaj ntau lwm yam kev cog lus xav tau lub sijhawm no nyob ib puag ncig, ntau ntawm lawv tau tawm ntawm 2020 qhov kev sib kis thoob qhov txhia chaw sib tham.

Cov kev pabcuam streaming, nrog rau lawv qhov kev cia siab rau luv rau rau-rau- yim-ib lub caij, thiab tsawg lub caij tag nrho, yog ib qho loj ntawm kev tsis txaus siab. Nws yog ib qho nyuaj rau kev ua neej nyob rau ib ntus thaum lub caij nyoog yog ib feem peb mus rau ib qho thib plaub raws li ntev raws li lub tsev kawm ntawv TV qub, tshwj xeeb tshaj yog thaum cov khoom seem thiab kev sib koom ua ke kuj tseem txwv.

Muaj lwm yam teeb meem, xws li daim ntawv cog lus tuav uas ua rau nws nyuaj rau cov neeg sau ntawv kom tau txais txoj haujlwm thib ob, thiab kev siv "mini" cov chav sau ntawv loj zuj zus uas txhais tau tias tsawg dua cov neeg ua haujlwm tag nrho.

Qhov muaj peev xwm uas cov studios penurious yuav siv AI cov cuab yeej los ua cov ntawv sau, lossis sau nws hauv thawj qhov chaw, yog qhov teeb meem tshiab tab sis qhov loj rau cov kws sau ntawv uas twb txhawj xeeb txog kev ploj mus.

Sorkin, uas tau sau cov yeeb yaj kiab hais txog tech titans Steve Jobs thiab Mark Zuckerberg, tau hais tias nws tus kheej sau ntawv tau hloov pauv los ntawm kev hloov pauv thev naus laus zis sib txawv, thaum nws sib koom ua ke txaus los yuav lub Mac computer thaum ntxov xyoo 1980s. Luam thiab muab tshuaj txhuam, thiab tus yuam sij rho tawm, yog khawv koob rau cov tub ntxhais hluas ua yeeb yam tawm tsam ua haujlwm "txoj haujlwm ciaj sia" ua tus neeg ua yeeb yam hauv Broadway ua yeeb yam. Tsis ntev los no, nws kuj tau qhia peb zaj yeeb yaj kiab kawg uas nws tau sau, ib yam dab tsi ua tau los ntawm, yog, ntau ntawm tech.

Sorkin tau hais tias "Technology uas tau tsim kho tau tso cai rau cov neeg zoo li kuv ua yeeb yaj kiab uas kuv tsis tau tso cai ua 20 xyoo dhau los," Sorkin hais. "Kuv xav tias thev naus laus zis tuaj yeem yog tus tsav tsheb sib tw ib yam. Kuv yuav tsum zaum hauv ib chav nrog cov neeg uas yog kws tshaj lij ntawm nws (thaum kuv tsis paub dab tsi. "

Tab sis muaj kev txwv.

Sorkin tau hais tias "Qhov twg kuv ntxhov siab txog thev naus laus zis, qhov twg kuv tsis xav tias nws muaj txiaj ntsig zoo yog thaum kuv hnov ​​​​txog software uas tuaj yeem sau qhov screenplay rau koj," Sorkin hais. "Ib lub computer tsis tau sau cov screenplays uas tau muab rau hauv lub tshuab ua ntej. Kuv xav tias koj yuav txaus siab rau tej yam uas tib neeg sau tau ntev. "

Rau lwm tus neeg, cov thev naus laus zis tshiab tau cog lus tias yuav muaj peev xwm tshiab, txawm tias muaj haujlwm tshiab.

"Yog tias koj xav ua kom suab zoo li Sorkin, cov thev naus laus zis no tuaj yeem pab tau," Adobe's Greenfield tau hais. "Aaron Sorkin tej zaum yuav muaj qee yam hais txog qhov ntawd."

Tseeb tiag, yog tias tsis yog Sorkin, nws tsis nyuaj rau xav txog lwm lub npe-hom txuj ci ntawm nws lub peev xwm uas yuav tso cai rau cov cim ntawm nws cov ntawv sau (nws puas tuaj yeem hais tias Chris Rock tseem yuav muaj ntau txoj hauv kev los ua txhua yam?). Qhov ntawd tuaj yeem tsim cov nyiaj tau los tsis zoo los ntawm kev cob qhia AI los ua ib tus neeg tom ntej hauv TV kev lag luam lossis kev lag luam video me ntsis ntxiv "taug kev thiab tham" nrog cov lus zoo, kev xav thiab cov tswv yim.

Ntau qhov yuav tshwm sim, Greenfield tau hais tias, yog "kev lag luam loj hlob ntawm kev tshoov siab," cov neeg uas tau kawm cov kev tsis sib haum xeeb ntawm ib lossis ntau qhov tshwj xeeb AIs, thiab paub yuav ua li cas kom coax cov ntawv zoo tshaj plaws, duab lossis yees duab los ntawm ib qho tshwj xeeb, feem ntau rov hais dua. "cov lus qhia," lossis cov lus qhia rau AI.

Greenfield tau hais tias "Kuv xav tias peb tseem nyob deb deb ntawm ntau qhov kev siv nruab nrab mus rau qhov muaj txiaj ntsig zoo uas tuaj yeem xa tau zoo yam tsis muaj tib neeg koom nrog," Greenfield hais. Yog tias kuv tsis nyob ntawd los tshuaj xyuas (cov txiaj ntsig los ntawm AI), qhov ntawd suab txaus ntshai heev. Cov no yog cov cuab yeej pab rau tib neeg, thiab kuv xav tias nws yuav yog ib ntus. "

Kev lag luam tshiab yog nyob rau hauv ib qho chaw zoo li kev tshawb nrhiav-kev ua kom zoo, uas tsis muaj nyob hauv kev lag luam 20 xyoo dhau los. Tam sim no nws yog ntau-billion-duas sector.

Greenfield hais tias "Nws yuav yog lub sijhawm ntawm kev txiav txim siab," Greenfield hais. "Peb tab tom tsav qhov tob rau hauv cov haujlwm ua haujlwm ib txwm ua, thiab mus rau hauv cov haujlwm tshiab. Nws yog qhov tsawg dua ntawm kev siv cov lus arcane, thiab (ntau ntxiv txog) muaj peev xwm tsav cov khoom siv ntau yam" hla ntau lub platform faib.