CES fashions itself as “the most powerful tech event in the world — the proving ground for breakthrough technologies and global innovators”. It is an annual trade show organized by the Consumer Technology Association. Held last week in Las Vegas hosting presentations of new products and technologies in the consumer electronics industry. With over 100,000 people attending and most of the world’s leading brands there in one form or another.
So, what insights did we gain from it this year? Having been to many of these events, met many of the delegates, presenters and thought leaders, here are 6 things that stood out at CES 2024.
The first and probably most obvious is that CES matters. The event remains a powerhouse for technological innovation and a hub for creative minds. At Technicolor Creative Studios, we should aim to not just adapt to trends; but to shape and eventually lead them, at the very least for our industry and our presence at these events will be ever more important in the future.
Secondly, Machine Learning Opportunities & and more specifically NVIDIA‘s Ground-breaking Technologies are and will continue to change our industry. CES tends to bring us technological breakthroughs. This year, the spotlight was on Artificial Intelligence (AI) technologies. NVIDIA’s Neural Radiance Field (NeRF) from 2022 and Omniverse offerings stood out, showcasing potential for detail-oriented work in animation and image-based technology. These tools are not merely incremental improvements; they are transformative for our operations and customer engagement.
Moreover, the introduction of generative AI and machine learning ops is set to revolutionize various industry aspects, presenting new growth and development avenues. Technicolor Creative Studios must be at the forefront, integrating these innovations to stay ahead of the curve, ensuring agility and precision in our solutions.
Thirdly, there is an unmistakable opportunity in bringing AI and Human Creativity together. At CES, the blend and merging of AI with creativity was unmistakable. Products like generative AI tools exemplify this union, simplifying complex creative processes while unlocking new personalized content creation avenues. These innovations resonate with our ethos, where creativity is at our core. As a group we must envision using AI-driven solutions to not only augment our creative outputs but also to inspire our teams to venture into new content creation realms.
Fourth, AI is revolutionizing traditional workflows. Two examples stand out, matte painting, traditionally a laborious process involving 2D artwork by hand can now be synthesized by AI, dramatically increasing efficiency, and adaptability. Matte painters, while embracing AI, will need to adapt to new working methods to drive innovation. And fields such as anime, known for its specialization, AI and 3D animation synthesis are creating avenues to replicate these unique styles. This evolution is akin to musicians using synthesizers, where artists need to learn to ‘play’ these new AI tools effectively. At TCS, we must understand, invest, and learn to use these tools as they arrive.
The fifth theme at CES was the role of technology in fostering industry stability. AI is central to creating a resilient and sustainable industry, enabling quick adaptation to market changes, predicting consumer trends, and optimizing operations. Our strategy at Technicolor Creative Studios involves not just adopting these technologies but fostering an innovative yet stable environment. This includes investing in sustainable technologies and nurturing talent adept at leveraging these tools.
For instance, the use of AI in character building for movies can ensure future proofing our creations. Utilizing pre-existing data sets, AI can evolve the animation and creative space, shaping industry perceptions and maintaining the relevance of our characters and art over time.
Pika Labs’ text-to-video technology showcases AI’s potential, although control and governance remain challenges. This innovation can integrate with image banks, offering customizable commercial solutions tailored to specific markets.
The final theme, AI is not just a tool; it’s an enabler, opening new job opportunities and business development avenues in our industry. This includes AI departments focused on design and programming, offering bespoke solutions like improved rotoscoping tools.
The future of VFX studios is poised for a transformative leap, as the emergence of dedicated AI departments is set to bridge the gap between artificial intelligence and creative design. This evolution marks a significant shift in the landscape of visual effects. As we embrace these changes, we must unite in our efforts to innovate, create, and stabilize, actively shaping a vibrant and thrilling future for our industry. Together, we stand at the forefront of a new era, ready to redefine the boundaries of what’s possible in visual experiences.
Ultimately, CES is about change. Technology evolving to enhance and improve how multiple industries do what they do. This year was particularly focused on tech that will affect and transform us, it’s a pivotal moment and one that we cannot afford to ignore. Thankfully, CES 2024 in fact reinforced our commitment to a triad of principles: embracing cutting-edge technology, fostering creativity, and ensuring stability. These principles are more than our success foundation; they are beacons guiding us in an ever-evolving industry landscape that we aim to lead.
Don’t miss our post-CES Linkedin digital event where we unveil the next frontier in Advertising. We will be joined by The Mill speakers Barry Greaves, Executive Creative Director Shanghai, and Alex Buxton, Business Development Director, who will take a deep dive into the innovative realm of The Mill‘s 3D interactive billboards.