Is Craft Necessary in an AI Generative World?
The argument that AI can generate content with a well-honed prompt, potentially negating the need for 10,000 hours of craft and skill development, is a compelling one. However, it overlooks several key aspects.
Firstly, while AI can generate impressive results, it often lacks the nuanced understanding and emotional depth that comes from human experience and intuition. Craft and skill are not just about technical proficiency, but also about the ability to convey subtle emotions, create unique artistic visions, and connect with audiences on a deeper level. These qualities are often difficult for AI to replicate convincingly.
Secondly, the ability to craft effective prompts for AI still requires a certain level of skill and understanding. While AI can generate content, it is the human operator who guides and shapes the output. This requires knowledge of storytelling principles, artistic techniques, and the ability to communicate effectively with the AI.
Finally, the 10,000-hour rule is not just about achieving mastery, but also about the process of learning, experimentation, and self-discovery. The journey of honing a craft is valuable in itself, fostering creativity, discipline, and a deeper appreciation for the art form.
In conclusion, while AI undoubtedly has the potential to transform the creative landscape, it does not negate the value of craft and skill development. Human creativity and intuition remain essential, and the journey of mastering a craft is a rewarding and enriching experience.
Now all of the above was AI generated from a prompt, I did not write this and yet this articulates probably better than what I can write myself. Could AI replace the human sound editor or composer? Is there any point in the process of learning and experimentation? Is skill going to be the ability to write a good prompt?
We have already seen the extraordinary impact of AI in our daily lives. I am writing in google docs which has an AI generative tool that can write better than I have ever managed to master. So why bother with the journey of honing a craft? I have one answer - the unexpected.
No sound track I have ever done followed a prescribed pattern or plan. The left turns and random accidents have been the things that made the track different or stand out. Essentially the human element. The ability to recognize a new path or great idea is the difference. I think it’s called creativity. When AI does this as well, are we having someone live for us? Hopefully I am well gone by then!
The great thing about the journey is the acquisition of the skill to really hear what is required to support the story and mood of the piece.This is an ever-evolving process, and the technology I started with has long since been relegated to museums.
AI, like the advent of digital workstations, is a disruptive tool that will radically change the creative workplace. However, AI is just that - a tool. It can be used skillfully or poorly. In the hands of a skilled creative, AI is another powerful tool in the toolbox to enhance the creative process.
I began my career at the tail end of the magnetic tape era. It's almost unthinkable now, but back then, every cut, every mix, every edit was done by hand, splicing and manipulating strips of magnetic tape. It was a painstaking process, but it was also an art form. The skills I honed during that time, the ability to listen critically, are still the foundation of my work today, even though the tools have changed dramatically. The key is to sublimate your work to the needs of the whole and be part of the collaborative process. AI can’t be sparked by human interactions, the most powerful element of filmmaking is the combination of individual talents. Filmmaking thrives on collaboration and diverse talents working towards a shared vision. Unlike AI, human connection fosters innovation and emotional depth. The collaborative process involves various professionals, each contributing to the film's success. When one aspect of the film is lacking, it detracts from the overall experience. This point is illustrated most eloquently in Matthew Lambourn's review of "Conclave," where he notes that poor sound editing, design, foley, and mixing prevented an otherwise excellent film from being truly great.
From the perspective of the Screen Music and Sound Guild, it is our responsibility to emphasise the significance of sound to the overall film experience. And by sound I mean everything that makes a soundtrack; on set capture ,music, dialogue, sound design, sound effects, foley and re-recording. We need to ensure that producers and directors consider sound as a key element during the production process. Too often, sound is treated as an afterthought instead of a core component. Our role as a guild is to advocate for sound to be an integral part of the production process, from on-set capture to the final mix, and a major consideration for those overseeing the film's budget and vision. If we achieve a higher level of visibility in the wider screen industry our membership will be well remunerated and their concerns heard. One can only dream!
John McKay
Co-Chair
Screen Music and Sound Guild of New Zealand
01/02/2024