A humanoid robot spotted marching up and down the Croisette seemed to sum up the worst AI fears of the film industry — the machines have arrived and they are taking your place. But inside the Palais and the market tents, the conversation over artificial intelligence had moved beyond fear into something more like uneasy acceptance. Fighting AI "is a battle we will lose," said Demi Moore, a Cannes jury member this year, at the festival's opening press conference, suggesting the film industry needs to "find ways in which we can work with it."
That's not the official Cannes line. The festival has banned films using generative artificial intelligence from its competition lineup. But at the Cannes film market, and in discussions at industry events over the past two weeks, the tone has shifted. AI-friendly tech giant Meta signed on as an official partner to the festival in a multiyear deal. Its AI tools were used to help produce an [out of competition] festival entry: Steven Soderbergh's documentary John Lennon: The Last Interview. [Meta's press release announcing the partnership touts "our creator partnerships," their Meta AI assistant, and "our latest AI and wearable technologies" including Ray-Ban Meta AI features for smartglasses like "AI-powered translations that break down language barriers in real-time".] At the Marché du Film [film market], there was an "AI for Talent Summit" that took the AI revolution as given, focusing instead on ethical AI use, data sovereignty and on the ways the technology can be used to enhance, rather than replace, creativity.
For the indie film industry, it felt like a turning point.
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