The Effects of Generative AI on Original Content: Resource or Threat?

Screening Room Awareness Audiovisual Inovação Futuro Sustentabilidade Diversidade e Inclusão Tecnologia Storytelling Negócios Consumo Impacto Social Criatividade Inteligência Artificial

AI is defining the Fourth Industrial Revolution, but it's not new. It began in the 1950s and encompasses the development of machines that mimic human behavior in perception, reasoning, learning and problem solving. In the following decades, deep learning emerged as a popular approach, using neural networks to mimic the human brain. In 2017, generative AI enabled the use of large neural networks, called large language models, capable of learning highly abstract patterns. The aim of this panel is to promote critical reflection on the constantly evolving role of Generative AI in the creation of audiovisual content, exploring the social, ethical and creative implications of this phenomenon. What are its applications? What is the place of originality, authenticity and responsibility in the creation of AI-generated content? What is the impact on traditional professions in the sector? What are the strategies for maximizing the benefits and mitigating the risks?

Speakers

Paulo Barcellos | Palestrante

O2 Filmes

Paulo Barcellos is the CEO of O2 Filmes and General Director of O2 Pós. Graduated in Advertising from FAAP, he has over a decade of history in the production company and was responsible for opening new markets in Brazil and worldwide through the expansion of infrastructure, organizational and technological modernization of O2 Pós, enabling the success of projects such as "Zoom," "Malasartes and the Duel with Death," "Invisible City," and "Pluft." Paulo brings with him projects from some of Brazil's most important post-production and visual effects houses; he was also a founding partner of White Gorilla, Brazil's first digital data laboratory.

Hugo Gurgel | Palestrante

Post Production Supervisor, founded Quanta (post-production) in 2011, and today is one of the directors of the Quanta group.

Thiago Dottori | Moderador

Thiago Dottori is a screenwriter. Wrote the features “Vips”, “Os 3”, “La Vingança”, the two adaptations of Turma da Mônica, “Laços" and “Lições”, "A Suspeita", "Trago Comigo" and "Meteoros". On TV, he is one of the creators of the series Pedro e Bianca, winner of the International Emmy Kids and Prix Jeneusse. He wrote all the episodes of the 4 seasons of the series "Psi", nominated for Emmy. Also wrote screenplays in the series "Destino SP" (HBO), "Segredos de Justiça" (Globo), "Pais de Primeira" (Globo) and "Os outros" (Globo). He was president of Autores de Cinema and is one of the founders of ABRA. Is the president of GEDAR, a CMO for screenwriters. Nowadays, he is screenwriter at Rede Globo.

Tato Bono | Palestrante

Play 9

Tato Bono began his career in Curitiba, where he worked for 12 years at some of the largest agencies in the southern region of the country, such as Propeg PR and Master. In 2012, she moved to São Paulo to take on the role of Production Director at Publicis agency. At this agency, she was responsible for the integration of the production areas of Salles Comunicação and Publicis.. After 7 years at Publicis, she took on a new challenge as Vice President of Production at W/McCann. In the last 3 years, she is CPO and Partner at Play9, responsible for the entire production area of Play9, leading the Play9Action vertical. This vertical was awarded as the best producer in Brazil at the Caboré Awards in 2022.