In his keynote address at the Waves Summit, Nvidia global vice-president Richard G Kerris showcased the transformative power of artificial intelligence (AI) in the media and entertainment industry. Explaining how AI has the ability to create real impact beyond visual effects, Kerris demonstrated its use in image creation, recommendation engines, sports broadcasts, enhanced ad tech and personalised content delivery with language translation.
Paying tribute to the work being done by AI developers, he said, “Developers are key to the revolution taking place with AI. They are its core because they understand how an application works, and can harness the power of AI to bring the work being done in media and entertainment to fruition.”
Kerris also demonstrated the Nvidia Media Two stack that brings various aspects of AI together in a manner that is accessible for developers. This includes ‘NIMS’ or Nvidia Inference Microservices, which can be combined to create blueprints for specific applications. One such use case that Kerris showcased was Sky Media’s use of these technologies for the creation of interactive viewer experiences in sports broadcasts. He also demonstrated the use of Fugatto, a flexible sound machine, which allows the creation and modification of various sounds.
Kerris emphasised that the role of generative AI will not replace human talent or ability, but rather that AI in fact depends on human ideation for its success. “AI puts powerful tools in your hands, and you can go from idea to execution much faster with it. But knowing the craft, the basics, that’s still essential,” he summed up.