{"id":167994,"date":"2023-04-11T18:01:00","date_gmt":"2023-04-11T18:01:00","guid":{"rendered":"https:\/\/jwolfepr.com\/dev\/?post_type=articles&#038;p=167994"},"modified":"2026-03-05T03:55:30","modified_gmt":"2026-03-05T03:55:30","slug":"the-future-of-production-amplified-how-etcusc-is-helping-hollywood-embrace-generative-ai","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/the-future-of-production-amplified-how-etcusc-is-helping-hollywood-embrace-generative-ai\/","title":{"rendered":"The Future of Production Amplified: How ETC@USC is Helping Hollywood Embrace Generative AI"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-attachment-id=\"165708\" data-permalink=\"https:\/\/jwolfepr.com\/dev\/the-future-of-production-amplified-how-etcusc-is-helping-hollywood-embrace-generative-ai-nab-amplify\/yves-bergquist_1280x720\/\" data-orig-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?fit=1280%2C720&amp;ssl=1\" data-orig-size=\"1280,720\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Yves-Bergquist_1280x720\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?fit=1024%2C576&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=1024%2C576&#038;ssl=1\" alt=\"\" class=\"wp-image-165708\" style=\"width:840px;height:auto\" srcset=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=640%2C360&amp;ssl=1 640w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=750%2C422&amp;ssl=1 750w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=400%2C225&amp;ssl=1 400w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=430%2C242&amp;ssl=1 430w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=150%2C84&amp;ssl=1 150w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?resize=100%2C56&amp;ssl=1 100w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/08\/Yves-Bergquist_1280x720.png?w=1280&amp;ssl=1 1280w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Yves Bergquist, Director of the AI &amp; Blockchain in Media Project at ETC@USC, discusses generative AI, how it\u2019s being used, and what it could mean for the future of film and television production.<\/em><\/li>\n\n\n\n<li><em>Generative AI has the power to automate the creative process, allowing for the production of high-quality content at an unprecedented rate, and can be used as a creative assistant for storyboarding, look book schematics, and even how projects are pitched.<\/em><\/li>\n\n\n\n<li><em>Generative AI is being seriously explored and developed in the pre-production to post-production process, and Bergquist predicts that it will radically transform virtual production and in-camera visual effects.<\/em><\/li>\n\n\n\n<li><em>The transformation generative AI represents in the M&amp;E industry is enormous, and while it will enhance the creative process, it\u2019s a new language that creatives need to learn to speak.<\/em><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/widget.spreaker.com\/player?episode_id=53507180&#038;theme=light&#038;playlist=false&#038;playlist-continuous=false&#038;chapters-image=false&#038;episode_image_position=right&#038;hide-logo=false&#038;hide-likes=true&#038;hide-comments=true&#038;hide-sharing=true&#038;hide-download=false\" width=\"100%\" height=\"200px\" frameborder=\"0\"><\/iframe>\n\n\n\n<p>Generative AI has quickly become one of the most talked-about technologies in the Media &amp; Entertainment industry, and for good reason. This groundbreaking technology has the power to automate the creative process, allowing for the production of high-quality content at an unprecedented rate. From video games to feature films, generative AI is revolutionizing the way content is created. However, while it can speed up production and open up new creative possibilities, it\u2019s not a replacement for human creativity and intuition. To unlock the full potential of generative AI, and stay ahead of the wave that is transforming the M&amp;E landscape, industry professionals must understand not only its capabilities but also its limitations.<\/p>\n\n\n\n<p>As part of our series, \u201cThe Future of Production Amplified,\u201d <em>NAB Amplify<\/em> content partner Jennifer Wolfe chats with Yves Bergquist, Director of the AI &amp; Blockchain in Media Project at the Entertainment Technology Center at the University of Southern California, or ETC@USC, about generative AI, how it\u2019s being used, and what it could mean for the future of film and television production.<\/p>\n\n\n\n<p>Bergquist brings deep experience as an AI researcher to his role at ETC@USC, where he and his team use frontier AI methods to help media companies develop insights into their content, their audiences, and the cognitive relationship between the two. In addition, Bergquist is a member of the Digital Storytelling Lab at Columbia University\u2019s School of the Arts, and the co-chair of SMPTE\u2019s Joint Task Force on Artificial Intelligence Standards in Media, where he helps drive the standardization of AI methods throughout the media industry.<\/p>\n\n\n\n<p>We should think of generative AI as a creative assistant, Bergquist suggests, noting that the burgeoning technology will be most disruptive to the pre-production phase, revolutionizing storyboarding, look book schematics, and even how projects are pitched. \u201cYou can literally create a very sophisticated first draft of your of your film or TV show\u201d now with generative AI, he says.<\/p>\n\n\n\n<p>Virtual production and in-camera visual effects will also be radically transformed through the use of neural radiance fields, he predicts. \u201cThat is a little bit further out because it\u2019s a little bit more technically sophisticated, but definitely coming and massively disruptive for post-production, where a whole bunch of workflows that used to take weeks can now take just a few minutes or hours.\u201d<\/p>\n\n\n\n<p>In Part 1 of this exclusive Q&amp;A, Bergquist covers the basics of generative AI \u2014 what it is and what it isn\u2019t, and the kind of work it performs best. He also talks about the radical impact it\u2019s having on the Media &amp; Entertainment industry, walking us through the various stages of the content creation value chain, and how the true disruption is the increase in production value available to content creators of all levels, from filmmakers and showrunners to TikTok influencers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Watch Part 1 below:<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Future of Production Amplified | Yves Bergquist | ETC@USC - Part 1\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/8pidkBTh8R4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>In Part 2, Bergquist dives into the various ways independent filmmakers and studios are using generative AI. \u201cWe\u2019re at a point where the experimentation phase is ending and the actual use of these methods in the pre-production to post-production process is being seriously explored and developed,\u201d he says.<\/p>\n\n\n\n<p>Bergquist also discusses the disruptive potential of generative AI on marketing and SEO. \u201cWe\u2019ve seen a pretty extraordinary capability of generative AI to output entire websites, create entire blog posts,\u201d he observes. \u201cThe SEO game is all about volume, and so the ability to create an enormous volume of blog posts, website content, just general internet content at the push of a button is extremely disruptive for the SEO industry.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Watch Part 2 below:<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Future of Production Amplified | Yves Bergquist | ETC@USC - Part 2\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/CcaVpfkdX04?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>In Part 3, Bergquist shares what he sees for the future of generative AI, naming the winners and losers inside this new ecosystem. \u201cThere is no future where AI doesn&#8217;t destroy jobs,\u201d he comments, noting that the transformation generative AI represents in the M&amp;E industry is enormous. \u201cTwelve months, 18 months from now, we&#8217;ll probably look at a VFX workflow that is pretty radically different than what it is today.\u201d<\/p>\n\n\n\n<p>To prepare themselves, Bergquist says, creatives need to educate themselves in the new technology as much as possible. \u201cEmbrace it, dive into it, try it. You know, become expert at it in the same manner that text processing and word processing took over from typewriters. This is a new set of tools that will enhance the creative process. But it\u2019s a new language and you have to learn how to speak it.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Watch Part 3 below:<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Future of Production Amplified | Yves Bergquist | ETC@USC - Part 3\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ijRNRphf_yk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><em>You can connect with Yves Bergquist on <a href=\"https:\/\/www.linkedin.com\/in\/yvesbergquist\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a> or follow him on <a href=\"https:\/\/www.instagram.com\/punkstrategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a> and <a href=\"https:\/\/twitter.com\/punkstrategy\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter<\/a>. You can also follow ETC@USC on <\/em><a href=\"https:\/\/www.facebook.com\/EntertainmentTechnologyCenterAtUsc\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Facebook<\/em><\/a><em>, <\/em><a href=\"https:\/\/www.linkedin.com\/company\/entertainment-technology-center--usc\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>LinkedIn<\/em><\/a><em> and <\/em><a href=\"https:\/\/twitter.com\/etcatusc\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Twitter<\/em><\/a><em>, and learn more about the organization and its mission at <\/em><a href=\"https:\/\/www.etcenter.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>www.etcenter.org<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-luminous-vivid-amber-color has-text-color\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-css-opacity has-luminous-vivid-amber-background-color has-background is-style-default\"\/>\n\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-amber-background-color has-background\" id=\"navigating-the-metaverse\"><a href=\"https:\/\/amplify.nabshow.com\/?s=future%20of%20production%20amplified&amp;v=content\" target=\"_blank\" rel=\"noreferrer noopener\">DISCOVER THE FUTURE OF PRODUCTION AMPLIFIED:<\/a><\/h4>\n\n\n\n<h6 class=\"wp-block-heading has-black-color has-text-color has-medium-font-size\" id=\"the-metaverse-may-be-a-wild-frontier-but-here-at-nab-amplify-we-ve-got-you-covered-hand-selected-from-our-archives-here-are-some-of-the-essential-insights-you-ll-need-to-expand-your-knowledge-base-and-confidently-explore-the-new-horizons-ahead\"><em><em>Take a peek into The Future of Production Amplified with <\/em><\/em>NAB Amplify<em><em>\u2019s series featuring top creatives and other M&amp;E professionals helping to shape the future of film and television production. Gain insights into the latest trends in virtual production, cloud-based workflows, real-time graphics, live production, digital humans and other cutting-edge technologies as we chat with industry experts from AWS, Epic Games, Digital Domain, and more!<\/em><\/em><\/h6>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/amplify.nabshow.com\/articles\/create-orbital-studios-virtual-production\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Future of Production Amplified: How Real-Time Graphics Are Changing the Face of Film and Television Production<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/amplify.nabshow.com\/articles\/create-hanno-basse-digital-humans\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Future of Production Amplified: Bringing Digital Humans into the Spotlight<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/amplify.nabshow.com\/articles\/create-orbital-studios-virtual-production\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Future of Production Amplified: Pushing the Limits of Virtual Production<\/a><\/strong><\/li>\n\n\n\n<li><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/amplify.nabshow.com\/articles\/connect-aws-finishing-cloud\/\" target=\"_blank\">The Future of Production Amplified: Bringing Finishing to the Cloud<\/a><\/strong><\/li>\n\n\n\n<li><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/amplify.nabshow.com\/articles\/create-broadcast-quality-graphics\/\" target=\"_blank\">The Future of Production Amplified: Delivering Broadcast-Quality Graphics to Creators Everywhere<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/amplify.nabshow.com\/articles\/create-etcusc-virtual-production-cloud-fathead\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Future of Production Amplified: ETC@USC Takes Virtual Production into the Cloud with \u201cFathead\u201d<\/a><\/strong><\/li>\n\n\n\n<li><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/amplify.nabshow.com\/articles\/create-open-source-taking-hollywood-by-storm\/\" target=\"_blank\">The Future of Production Amplified: How Open Source Is Taking Hollywood by Storm<\/a><\/strong><\/li>\n\n\n\n<li><a rel=\"noreferrer noopener\" href=\"https:\/\/amplify.nabshow.com\/articles\/create-future-of-production-movielabs\/\" target=\"_blank\"><strong>The Future of Production Amplified: Defining a New Production Ecosystem with MovieLabs<\/strong><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/amplify.nabshow.com\/articles\/create-future-of-production-amplified-ron-ames\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>The Future of Production Amplified: Moving Middle Earth to the Cloud with \u201cThe Lord of the Rings: The Rings of Power\u201d<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-css-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Yves Bergquist, director of ETC@USC\u2019s AI &#038; Blockchain in Media Project, on generative AI and what it means for the future of production.<\/p>\n","protected":false},"author":2,"featured_media":165708,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-167994","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Future of Production Amplified: How ETC@USC is Helping Hollywood Embrace Generative AI | Jennifer Wolfe<\/title>\n<meta name=\"description\" content=\"Yves Bergquist, director of ETC@USC\u2019s AI &amp; Blockchain in Media Project, on generative AI and what it means for the future of production.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Production Amplified: How ETC@USC is Helping Hollywood Embrace Generative AI | Jennifer Wolfe\" \/>\n<meta property=\"og:description\" content=\"Yves Bergquist, director of ETC@USC\u2019s AI &amp; 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