SIFF XR | Exploring the Future: The Path of Visual Media

From hardware facilities to software algorithms, artificial intelligence (AI) has gradually integrated into various aspects of film and television production, bringing a series of new storytelling experiences and commercial possibilities. As technology broadens our horizons, creators must reflect on how to use AI to expand their creativity and explore the future prospects of integrating technology with art.

On June 17, the 26th Shanghai International Film Festival (SIFF) XR section held an industry sharing session titled "Imagery Exploration in the Era of Artificial Intelligence". The event, held at the PUSH Art Center in Push Financial Plaza, featured Sun Bin, Vice Dean of the School of Theater, Film and Television at the Communication University of China, Dr. Dai Ruoli, Co-founder of Noitom, young director Li Gen, and young screenwriter-director Huang Shi, who discussed the current state of the industry and innovations in visual media empowered by AI.

AI Reshaping the Industry Ecosystem

Ushering in a New Era of Smart Films

AI-driven visual media is vibrant in today's media space, offering numerous innovative possibilities for film creation. During the thematic sharing session, Sun Bin shared insights from the perspective of a researcher and educator on how AI is reshaping the industry. "Practitioners need to understand AI applications in the film industry, learn to use AI tools for creation, production, and distribution, and enhance their digital and intelligent professional skills."

Dr. Dai Ruoli shared practical applications of AI technology in the film industry, noting that current AI technology can help reduce costs and is expected to broaden its applicability in the future. As algorithms evolve, AI will unleash even greater potential.

The attendees reached a consensus that technological advancements cannot replace human creativity. The future film industry will face an ecosystem of human-machine co-creation. Creation must remain human-centric, with technology serving people, and finding the best way to integrate human and AI capabilities will usher in a new era of intelligent film production.

Humanistic Spirit Infuses Creative Vitality

Balancing Technological Advancement with Emotional Resonance

While AI can mimic form and logic, it lacks the ability to truly understand content and emotion. Visual media requires creators to imbue it with warmth. The XR section of this year's SIFF features 26 immersive experiences from both domestic and international creators, utilizing advanced imaging technologies such as AR, VR, and MR.

Director Li Gen, after viewing these works, changed his perception of AI-generated visuals, stating, "They not only offer intriguing spatial experiences but also tell stories with warmth and resonance." Huang Shi was particularly impressed by BUTTERFLY DANCE, saying, "I felt very comfortable in that setting. These visuals have psychological healing and spiritual comforting functions."

As AI continues to develop, creators will be able to complete their work more efficiently and imaginatively. AI-generated visuals will potentially deliver new aesthetic experiences and emotional companionship. However, we also need to reflect on the relationship between technology and humanity. Li Gen believes that the best balance is achieved when technology advances while traditional elements are preserved.

In addition to showcasing several immersive masterpieces and this sharing session, another industry sharing session titled "Offline Immersive Film and Television Entertainment Empowered by Technology" will take place on June 19. During the festival, the XR section will remain open, welcoming audiences, practitioners, and researchers to jointly explore the future of creation in the era of intelligent visual media.