The Intersection of AI, Creativity, and Opportunity in the Media Industry
At the HPA Tech Retreat, an annual gathering of innovators and experts in the technology and entertainment industries, Rich Welsh, Senior Vice President of Innovation at Deluxe and President of the Society of Motion Picture and Television Engineers, delivered a thought-provoking speech about the dual nature of artificial intelligence (AI). Welsh described AI as both a “goldmine” of potential and a “ticking time bomb,” highlighting the opportunities and challenges it presents to the media and entertainment industries. His remarks underscored the transformative power of AI, while also warning of the risks associated with its misuse and the need for ethical considerations in its application.
Welsh’s presentation focused on the growing importance of AI legislation, a topic that remains complex and ambiguous. He posed a critical question: “Creative work in particular belongs to the person who created it. But can you protect it realistically if you don’t have any recourse to defend the ownership of that work?” This concern lies at the heart of what Welsh referred to as the “ticking time bomb” of AI—namely, the difficulty of safeguarding intellectual property in a world where AI systems can generate content, raise questions about authorship, and blur the lines of ownership. As AI becomes more advanced, the potential for disputes over creative rights grows, making it imperative for industries to establish clear guidelines and protections.
Despite these challenges, Welsh emphasized the immense potential of AI as a tool for innovation and value creation. He highlighted the vast archives of content owned by media and entertainment companies, which often remain underutilized. “We generate so much information when we shoot a TV show, shoot a movie, shoot a commercial,” he noted. Much of this data—such as script notes, concept art, and orchestration for soundtracks—is either discarded or stored in inaccessible locations. Welsh argued that this untapped information could become a significant advantage for companies in the age of AI. Since this data is not publicly available or accessible on social media, it holds unique value for training AI models. “AI companies who are training these models cannot go and get that data without coming to you for it,” Welsh explained, positioning media companies as key players in the AI ecosystem.
However, Welsh also acknowledged that accessing and utilizing this data is no simple task. For many companies, the information is not organized or easily retrievable, making it difficult to leverage for AI applications. To address this, Welsh stressed the importance of tagging content with metadata, including rights information. “This is going to become more and more important if you want to use your data,” he said. By categorizing and labeling their archives, companies can unlock the full potential of their data while ensuring ethical use and proper attribution. Welsh emphasized that this practice is not only a practical necessity but also an ethical imperative, regardless of whether legislation dictates it.
Looking ahead, Welsh encouraged attendees to think beyond traditional uses of their content and explore alternative applications in emerging fields. “Think about all the other applications downstream,” he urged, pointing to opportunities in retail, the metaverse, and virtual worlds. By leveraging their archives to train AI models, companies could create new revenue streams, enhance customer experiences, and push the boundaries of storytelling. Welsh concluded his talk by reiterating the importance of ethical considerations in AI development and deployment. As industries continue to harness the power of AI, they must remain mindful of the impact on creators, audiences, and society at large.
Welsh’s speech was part of a broader program at the HPA Tech Retreat, which featured a range of discussions on AI and its implications for the entertainment and technology industries. His insights highlighted the delicate balance between the opportunities and risks of AI, urging companies to act proactively in organizing their data, protecting creative rights, and embracing ethical practices. As AI continues to evolve, the choices made today will shape the future of the media industry and beyond.
