Greetings from POSSIBLE at the iconic Fontainebleau Miami Beach. The event is only in its second year, but it already feels like a "must attend" marketing conference. Aside from my speaking engagement, I'm excited to learn about the latest industry tech. This is going to be awesome!
In the news: You probably don't think of TCL as a content producer. They make hardware – specifically smart TVs and phones – but they also have a streaming service called TCLtv+. (I'm thinking of starting ShellyPalmer+, but that's another story.)
As many streaming services do, TCLtv+ has decided to get into the original content business. Its latest offering is called "Next Stop Paris." You can watch the trailer . It is, by every measure, awful! Except… it is also amazing!
As primitive and terrible and awful as it is, it was created by some voice actors, AI, and (I presume) a few human editors. Yes, this is horrible writing. (It was written by humans.) Yes, the visuals don't match. Yes, the dialog is out of sync. Yes, the color grading is non-existent. Yes, the characters walk funny. Yes, yes, yes. It sucks. Except… it doesn't.
Mark the date. This is a first pass at a new production methodology that will evolve extremely quickly. This trailer isn't about a rom-com; it's about the future of video production. Have a look at the "special effects" in the "Flash Gordon" series in 1954. Compare it to "Star Trek" in 1964, and then "Star Wars" in 1977. You can fast forward all the way to and see a continuous stream of exponential improvement. AI production (social production) will get good, then very good (and on and on), but AI won't take a lifetime to get to great. On an exponential scale, we're almost there.
As always your thoughts and comments are both welcome and encouraged. Just reply to this email. -s
P.S. My Sunday essay is about "." If you're thinking about different ways to leverage AI for your business, this may give you some ideas.
ABOUT SHELLY PALMER
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
