At a recent keynote presentation at the AI on the Lot conference, senior Amazon executive Albert Cheng highlighted the transformative potential of AI technology in revitalizing the struggling production scene in Los Angeles. Cheng, who serves as the Vice President and head of AI studios for Amazon MGM Studios, emphasized the capabilities of AI in bringing television production back to life. “This AI model can significantly aid in reviving production,” he explained, noting the importance of utilizing existing sound stages in LA to create more content.
Cheng acknowledged recent enhancements to tax incentive programs but pointed out that they are typically designed for larger productions, which historically focus on generating substantial employment. Despite their benefits, he suggested that large-scale projects often take considerable time to produce, resulting in limited job turnover. “We need to rethink our approach,” he said, advocating for tax incentives aimed specifically at AI-assisted projects and smaller production crews. “I’d prefer to produce ten shows rather than one, as it creates more jobs,” he added.
Cheng's insights come at a time when the industry is navigating a substantial shift in response to recent challenges, including the dual strikes that laid bare concerns over AI's impact on employment. Now in its fourth year, the AI on the Lot event began amid the tumultuous climate of 2023 but has since transformed into a platform for exploring the future of media production.
During the event, Amazon MGM Studios also announced the greenlight for three animated series on Prime Video, all of which will be developed under the newly established GenAI Creators’ Fund, created in collaboration with Amazon Web Services. Cheng, having transitioned from his long tenure at Prime Video and Disney-ABC, mentioned the innovative potential behind leveraging AI in storytelling while retaining human creativity. “The creative essence and narrative decisions are still fundamentally human,” he reassured the audience, emphasizing that AI should be a tool that enhances rather than replaces creativity.
He further stated that the average viewer is unlikely to discern between content created with AI assistance and traditional methods, suggesting that if the end product is indistinguishable, the goal has been achieved. “If you watch something and can't tell it was AI-generated, we’ve succeeded. The so-called ‘uncanny valley’ is a choice—it comes down to the artistic decisions that guide the input and output of the technology,” said Cheng, underlining the crucial role of human oversight.
On a broader scale, Cheng expressed his views on the influx of AI across various industries. While he acknowledged its rapid and convenient nature, he cautioned against becoming overly reliant on it. “AI can be addictive due to its efficiency, but we must remain vigilant and ensure we’re using it thoughtfully,” he advised. “If we harness AI's potential effectively, we can unlock unprecedented opportunities for creativity and innovation.”
