Creative Tool Makers Tout AI Innovation, Sidestep IATSE Job Security Concerns at IBC
variety.comCarolyn Giardina Exhibitors touting AI-driven creative tools at the International Broadcasting Convention, which wrapped earlier this week in Amsterdam with a reported 45,000 attendees from 170 countries, struck a delicate balance in their messaging.
Companies such as Adobe and Avid emphasized continued innovation and a desire to empower creatives, while steering clear of anything that might suggest potential job loss.
AI, after all, was one of the biggest obstacles in recent labor negotiations and a key factor behind 2023’s SAG-AFTRA and WGA strikes.
And while IATSE managed to make deals with the AMPTP while avoiding further work stoppage, their latest contract underscores the uncertainty surrounding what impact AI might have on jobs including those of editors, sound pros and art directors.
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