Madonna Pioneers the Use of AI-Generated Video in Concerts

At every concert, when Madonna performs her iconic '80s hit 'La Isla Bonita', the audience is treated to mesmerizing backgrounds of swirling clouds tinted with the colors of sunset on massive screens behind her. These ethereal visuals are not products of traditional computer graphics but are generated using a cutting-edge branch of artificial intelligence (AI) technology called text-to-video tool. With this, words like 'sunset over a surreal cloud' or 'jungle waterfall at dawn' get translated instantly into moving visuals.

AI in Creative Entertainment

The advent of AI chatbots and image generators paved the way for the potential future of entertainment, hinted at by AI video technology, which promises customizable storylines and endings in films. This is still a far-off goal, with various ethical hurdles to overcome before it becomes a reality.

Madonna has always been known for pushing artistic boundaries, so experimenting with AI-generated imagery over conventional computer graphics was a natural step for her team. Sasha Kasiuha, Madonna's tour content director, mentioned that standard computer-generated visuals initially proposed for 'La Isla Bonita' were unsatisfactory in terms of vibrance and authenticity.

The Tech Behind the Magic

New York-based Runway is at the forefront of this AI technology. As one of the first companies to launch a public text-to-video model, they introduced an advanced 'Gen-2' version. Cristóbal Valenzuela, CEO of Runway, acknowledges while many see these tools as magic wands that manifest one's imagination into visual reality, the most effective uses are by creative professionals looking to upgrade their digital editing software.

Runway's target clients include streaming companies, production houses, post-production and visual effects companies, marketing teams, and advertising agencies. Valenzuela suggests that AI could save weeks of production time by quickly creating supplemental video content or 'b-roll,' which is essential for storytelling.

Challenges and Ethical Concerns

However, challenges lie ahead. Without proper safeguards, AI video generators could be misused to create convincing 'deepfake' images or videos, posing threats to democracy. Runway and others in the field work under promises to regulators to watermark AI-generated content to help distinguish it from genuine material. Copyright disputes and job displacement are also potential issues of using AI to replicate or replace human creativity and labor.

Current AI-generated videos are short and often reveal faults like jerky motions or distorted hands. 'It's just a matter of more data and more training,' says Alexander Waibel, a professor of computer science, hinting at the future improvements potential of these technologies.

AI and Human Collaboration in Art

AI-generated short films are already being produced, as showcased by Runway's annual AI Film Festival. The future might hold a blend of AI-generated suggestions with human refinement. 'I still believe in humans,' Waibel asserts, anticipating a symbiotic relationship between AI and human creators rather than an outright replacement.

Madonna, AI, concerts