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Welcome to Season 2 of RealmIQ: SESSIONS with Mark Turner who is President, Entertainment Technologists Inc, and Director of the Production Technology Program for Movielabs.  Mark was the lead author on the MovieLabs 2030 Vision for the Future of Content Creation and now actively works with the studios and MovieLabs to evangelize the Vision, build transformative technologies that support it and develop standards and systems to accelerate adoption.

Topics Discussed

1. AI in Hollywood

• Current Impact: AI's role in transforming the entertainment industry
• Initial Reactions: Fear and skepticism due to IP issues, deepfakes, and digital twins
• Shift in Perspective: Acceptance and realistic view of AI as a tool for enhancing creativity

2. The Role of Generative AI

• Generative AI in Content Creation: Benefits and limitations
• Practical Applications: AI as a series of tools to assist creatives
• Impact on Production: Streamlining processes and reducing mundane tasks

3. Industry Adoption

• Technology Adoption Curve: Hollywood's slow but eventual embrace of new technologies
• Recent Developments: Integration of AI tools in Adobe Premiere and Avid
• Workflow Changes: Evolving from individual tasks to integrated workflows

4. Efficiency vs. Efficacy

• Efficiency Gains: Reducing time and cost with AI tools
• Efficacy Improvements: Enhancing the quality and creativity of work
• Balancing Act: Maintaining quality while leveraging AI for better productivity

5. Proactive AI

• Future Vision: AI as a proactive assistant rather than reactive tool
• Use Cases: AI managing schedules, predicting outcomes, and improving decision-making
• Trust and Data: Importance of clean data and trusted AI systems

6. Industry Transformation

• Business Transformation: Embracing AI for long-term efficiency and innovation
• Human-Centered AI: Keeping creatives at the core of AI-enhanced workflows
• Training and Adoption: Educating the next generation and upskilling the current workforce

Selected Quotes from Speakers

1. Curt Doty:
   • "AI has taken over the technology landscape. It's trying to take over the entertainment landscape."
2. Mark Turner:
   • "Generative AI was never going to write a movie from scratch. It was only ever going to be a series of tools."
   • "We're a really inefficient industry. The way we make content hasn't really changed in 100 years."
   • "You can't just say, I'm going to drop AI into my business and not expect ripples in the pond."
3. Curt Doty:
   • "I call it creative-centered AI. You need that creative person, not just a human."
   • "It's really about the output and being smarter with how you're putting these things together."
4. Mark Turner:
   • "AI can help transform the movie business, which is in a

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