What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
An eye for AI
US – As it continues to reveal its many capabilities, the artificially intelligent supercomputer IBM Watson has created its first trailer for a horror film.
- Watson created the trailer for 20th Century Fox’s latest thriller, Morgan, which examines what happens when AI takes on a life of its own
- The computer scanned the entire film for sentiment to determine the qualities that would make a suspenseful trailer
IBM Watson has been a chef, a craft brewer and a smart toy, but now the thinking power of the AI computer is going to Hollywood. To promote the launch of its AI thriller, Morgan, film studio 20th Century Fox approached the IBM Watson team and asked them to create a trailer that would entice film-goers.
First the machine learning system studied the data of hundreds of horror and thriller trailers to determine the qualities normally used to make them effective. It then scanned the entire film to determine emotional sentiment, finding moments of action and suspense, and selected the 10 moments it believed would make the most suitable trailer.
This is where humans stepped in and edited the film together. As John Smith, an IBM fellow at IBM Research, notes: ‘It is still very difficult to think of how a computer might be capable of original thought – something that is essential in creativity.’
The Big Picture
The biggest question for artificial intelligence is whether it can ever be truly creative without the help of human thinking. For more, see our column Cracking Creativity.
Most Recent
1
Edu-packaging heralds a new direction for phygital play:
From chocolate to home deliveries, packaging is fast becoming a canvas on...
2
How beauty is being refined for Generation Z:
New brands are targeting teens by re-inventing coming-of-age skincare...
3
Brightseed maps the dark matter of nutrition:
Emma Cooper-Mullin, director of brand marketing at biotech start-up...
4
Heritage Refashioned:
At a time of greater brand transparency, the luxury sector is looking...
5
Graphic Activism:
Activism narratives are being reframed through the lens of one-world,...
6
Off-price Retail Strategies:
To counteract the surplus stock resulting from Covid-19 closures and slower...
7
What’s next for Millennial family travel?:
Sara Clemence, co-founder of family travel network The Expedition,...
8
Inclusive exclusivity is the new retail experience:
With retail experiences limited by the pandemic, brands are driving desire...
9
Asian Urban Farming Market:
Concerns about food security, climate change and loss of livelihood are...
10
Gen Z Perspectives: US:
Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s...
11
Digital Twin Cities:
From Silicon Valley to Stuttgart, digital twins of the built environment are...
12
China Luxury Retail Market:
As its economy bounces back, China is becoming the global gauge for luxury...
13
Sensory Destinations:
As tourism emerges from a period of adversity, marketers are selling the...
14
Deadstock Designers:
As the pandemic leaves fashion brands with a glut of unsold apparel,...
15