The use of artificial intelligence (AI) in the creative industry is a sensitive issue. In the United States, artists were willing to go on strike for several months to ensure that their faces and voices were not recreated using AI after they died. In Malaysia, its use by KRU in a music video did not receive any attention. Anthony and Joe Russo are the directors of the film Avengers: Endgame, and through the studio they established, they want to change how AI is used by creatives.
Studio Agbo was founded in 2017 as a traditional production studio. But in an interview with the Wall Street Journal, the Russo brothers revealed that they are testing how AI can be used to help artists. AI will be used to speed up the production process of works that still require artist input, rather than completely replacing them.
They added that this is to allow all artists to produce work at a lower cost than currently available. A rather ironic statement considering that their latest film Electric State for Netflix reportedly cost over $300 million.
All of the AI models and software used at Agbo were developed in-house without outside help. What Agbo actually did is still a secret at this time, but according to the Russo brothers, it will change how films are produced.