AI and Media Production: Michael Schwertel on Challenges and Opportunities

Production in audiovisual media has always been an area of constant innovation, challenges, and creative possibilities. However, artificial intelligence has opened up entirely new horizons.

We discussed this very topic with Michael Schwertel, a prominent expert in the field of video production and AI technology. As CEO of Power-Toons, professor at CBS International Business School, and jury member for the Grimme Online Award, his unique perspective, which combines academic knowledge with practical experience, provides us with valuable insight into the present and future of media production in the AI era.

In this interview, Schwertel shares his views on:

• The latest AI tools transforming video production
• Ethical challenges brought by this technological revolution
• The future of traditional production houses in the AI era
• Advice for creatives who want to harness the power of AI in their work

Michael Schwertel has provided valuable insight, inspiring creatives to embrace new technologies while simultaneously reflecting on their ethical use.

AI Usage Notice: In preparing this introduction and the episode transcript, AI tools were used with careful human oversight and editing. We believe in transparency regarding the use of AI in our work.

Q.  AI technology is transforming the world of video production, opening up new possibilities for creatives and challenging traditional work methods. When we arranged this interview, you mentioned something very important – that AI in video production is ‘the fastest-developing solution. Could you expand on this statement and share your perspective on how AI will shape the future of video production?

A. AI technology is transforming the world of video production, opening up new possibilities for creatives and challenging traditional work methods. When we arranged this interview, you mentioned something very important – that AI in video production is ‘the fastest-developing solution.

The development of AI in video production is remarkable and progressing very fast. Currently, AI has advanced significantly in generating text, pictures, audio, and speech. The next big step is the creation of realistic moving images through AI. This will allow us to produce content at Hollywood level in a very short time, something that was unthinkable a few years ago.

Q. How is AI changing traditional production processes?

A. AI enables us to achieve our visions faster and challenges us to continuously learn and become more artistic. The integration of AI into traditional workflow systems, as we see with Adobe, shows how quickly these technologies can be embedded into existing structures.

Q. We can now get AI support in scriptwriting as well. How do these tools work, and can they truly contribute to the creative process?

A. AI tools in scriptwriting are based on statistical calculations that predict which words are likely to come next. Creating a script through AI is therefore heavily data-dependent. The real value of such AI tools is having access to a vast wealth of knowledge. If you set specific requirements, such as dialogues from a certain perspective or content for specific target groups, AI assistants can be extremely helpful.

Q. In your opinion, what are the biggest advantages and potential risks of widespread AI application in video production?

A. The biggest advantage of using AI is that creatives can realize their visions more easily and cost-effectively. A potential risk is that the support roles for creatives may be reduced, as AI can take over many of these tasks. Therefore, it is essential to engage with AI early and learn how to work more effectively with it.

Q. How do you think AI will change the “rules of the game” for professional production houses?

A. For large production houses, it will become more difficult to justify high budgets. It is likely that production houses will need to produce their own content more and act less as pure service providers.

Q. What about smaller production houses or freelancers? Which aspects of their work will be most affected?

A. Smaller service providers have a great opportunity to achieve a lot with relatively few resources. Specialized knowledge can lead to small companies achieving remarkable output, which can lead to very interesting results.

Q. How do you see the future integration of AI tools into traditional video production workflows?

A. We already see how quickly software like Adobe Sora is integrated into workflows even before it is fully available on the market. This shows the importance for major players to quickly adapt to new technologies and effectively integrate them.

Q. You test different tools and share the results on LinkedIn uy jasna objasnjenja i reyultate koje ste dobili. . How do you approach testing and evaluating new AI tools in your work? What criteria do you use?

A. Since my childhood, I have been fascinated by animations, and I was one of the pioneers in Germany creating computer graphics and later 3D animations for television. When evaluating new tools, my main focus has always been on reducing production time and improving the quality of results. Despite the rapid development in AI, we need to acknowledge that the high-end quality for television productions still does not fully meet the requirements, but this will also change quickly.

Q. Which specific AI tools for video production are you currently using or consider the most promising?

A. There are many promising tools. Runway and Kling are currently one of the leading tools, and we are eagerly awaiting developments like Sora. Other smaller tools like Hedra, which turn AI-generated images into animations, as well as solutions in the audio area like Eleven Labs, show great potential to save both time and budget.

Q. What has been your experience with AI tools for generating video content? What advantages and limitations have you noticed?

A. The right tools can save a lot of time and produce high-quality results, as long as you have a clear vision for the desired outcome. However, AI cannot capture the current zeitgeist or the individual vision of a media creator, since it is based on historical data and cannot reflect the immediate present.

Q. What ethical challenges have you encountered when using AI in creative industries, and how do you approach them?

A. There are numerous ethical questions, from legal aspects regarding the origin of the data with which AI is trained, to the social impact on jobs. It is crucial that we carefully consider how we want to use AI to achieve better results while maintaining ethical standards.

Q. What advice would you give to those interested in starting to implement AI tools in their work?

A. The best advice is to start playing with AI directly. You can’t really break anything, and you should also experiment with AI solutions in private as much as possible so you might get new ideas for its use in business life.

Q. Do you have any AI tool recommendations for those who haven’t used AI tools yet?

A. For getting started with AI, I highly recommend tools like ChatGPT or other text generators, which can help take the first steps. These tools provide a good basic understanding of working with AI and are helpful in working more effectively and developing new ideas. In consulting I have done for television production, I noticed that almost everyone could use ChatGPT or Claude and thus become more effective.

Q. As a professor at CBS International Business School, you must witness the growing interest of students in AI technologies. What new competencies do you consider crucial for future leaders in the media industry? How do you prepare students for this AI revolution in the video industry? What skills will be most important to them?

A. Many students are deeply engaged with AI and even program their own tools. In my courses, I treat AI as part of the solution for various problems. Experience and understanding the connections are crucial to effectively using AI. For students, it is important to gain as much experience as possible, which we support through practical projects.

Q. Your career encompasses various roles – from professor, as we just mentioned, to CEO of Power-Toons. How does this diversity of experiences influence your view of AI in the media?

A. Although my professional roles may seem different at first glance, they complement each other in practice. The creative aspects of my work help me understand AI better and use it sensibly. My extensive experience in media production allows me to critically test AI tools and use them effectively.

Q. As a jury member for the Grimme Online Award, what trends have you noticed in the use of AI for online content?

A. This year, we nominated an AI award for the first time. The quality of the overall contributions is continuously rising, reflecting the increasing integration of AI in content creation.

Q. When we talk about AI, we shouldn’t overlook animated production. Once, certain tools were unthinkable. How do you use AI in animated production? Could you share some specific examples or plans?

A. In animated production, AI is already an integral part. First, it is important to clearly define what kind of images you need. For example, I work with tools like Midjourney to create images, and then use other AI solutions like Hedra to optimize the movement. Face mapping tools offer new possibilities for spatial representations, which are less labor-intensive than traditional 3D animations.

Q. What trends do you predict in the development of AI tools for video over the next 5 years?

A. Predictions for the next five years are challenging because development is progressing very quickly. The introduction of tools like Sora shows how quickly the competition responds and brings new solutions to the market, highlighting the rapid development in this area.

Q. Final message for all those reading this interview

A. With AI, we are on a rapid roller coaster ride. Get ready for a fast and exciting journey through the world of technology. It is an exciting time, and we can’t get off, but it’s worth enjoying the ride.