SMPTE, EBU, and ETC release groundbreaking report on AI’s impact on media industry

SMPTE, along with the European Broadcasting Union (EBU) and the Entertainment Technology Center (ETC), have collaborated to release an extensive document addressing the impact of Artificial Intelligence (AI) on the media landscape. This comprehensive report, born out of a task force dedicated to AI standards in media established in 2020, aims to shed light on the evolving role of AI and its implications for media professionals, technologists, and engineers.

Fred Walls, co-chair of the task force and AMD Fellow, reflected on the evolution of perceptions surrounding AI since the project’s inception in 2020. “When we embarked on this project, AI was often viewed as complex, risky, and even intimidating. However, it has become increasingly evident that AI holds the potential to revolutionize every aspect of the media industry, from content creation to distribution and consumption. This report serves as a valuable resource for those seeking to comprehend the intricacies of AI deployment in media, alongside the crucial considerations of standards and ethics.”

The report is designed to equip media professionals with a comprehensive understanding of both AI and Machine Learning (ML). It begins by providing a technical overview of these technologies, delving into their potential impact on the media landscape. Furthermore, the document explores ethical considerations surrounding AI and concludes with an examination of the role that standards can play in shaping the future of AI and ML in the media industry.

SMPTE President Renard T. Jenkins emphasized the significance of addressing the exponential growth and adoption of AI throughout 2024. “As AI continues to permeate various aspects of our industry, it is essential that we assess its overarching impact,” stated Jenkins. “The forward-thinking insights presented in this document are invaluable for guiding industry stakeholders through the transformative potential of AI.”

The development of this report was a collaborative effort between SMPTE and the ETC, with support from the EBU. Both members and non-members of SMPTE can access the document at no cost through the SMPTE website, fostering widespread accessibility and knowledge sharing within the industry.



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