Stretching The Sound Barrier and Visual Expressions

By Richard Knight

Since the dawn of time man has sought to capture and reflect his passions, experiences and interaction with the world around him. From the early cave dweller and his rock art we learn of his actions and activities. We cannot be sure whether he used these graphics to complement the narration of folklore for the younger generations to pass on. Suffice to say that even without the words, the visuals told a story of life on earth as witnessed and experienced.

Moving at the speed of light through the dark ages where live music and the skill of the master artists captured history in the making. Rushing through industrial revolutions we find ourselves just over a century ago experimenting with the very first real life still impressions of ourselves, our landscapes and environments. It seems logical to us now that these still visuals would ultimately become animated to reflect man’s ever-increasing mobility, activities and general pace of living. We were on a roller coaster which gained momentum at every twist and turn. Our need for news, information and entertainment stimulated a voracious appetite from increasingly sophisticated and demanding audiences all around the world.

Businesses were quick to plug into this new resource that enabled them to communicate with their clients as well as their employees. Sales conferences became a vital part of the marketing mix. Companies and their brands and services embraced this powerful new tool to stimulate and motivate greater levels of energy, engagement and drive for incremental growth and market dominance. New generation mobile devices provided agents and sales representatives with complete pre-packaged sales pitches and promotional support plans.

It is an established reality that the most effective form of communication is the combination of audio, visual with real time experience and sensory interaction. The levels of communication absorption, according to the hierarchy of credibility, has established that we retain a mere 10% of what we read, 20% of what we hear, 60% of what we hear and see and over 90% of what we experience with our full set of senses. It is fair to state however that sound and the power of select words has the added benefit of stimulating the ‘theatre of the mind’ allowing our fertile imaginations to paint the mental pictures from our treasured memory banks.

The burgeoning conference market and emergence of global mega stars in both sporting and musical spheres pushed the sector to new highs. When one considers the 188 000 people who crammed into a Rio arena to be a part of Tina Turner’s live concert. Or would you believe the 190 000 Koreans who attended a wrestling event! Education and knowledge were lauded as the basic currency for success, thereby increasing the need to meet the global appetite for quality curricula and teachers.

Then it all came crashing down in a crescendo of chaos and uncertainty. The Covid pandemic swept across the globe with disdain and ferocity, stunting and inhibiting the AV sector. Companies closed as people withdrew into their family and residences, only venturing out for masked forays to stock up on life’s essentials.

Distance and personal isolation were the major factors in the survival strategies outlined on a regular basis streamed via our trusted news vendors and sources. The industry was devastated but grasped the lifeline offered by the rapid reactive IT sector and the online fraternity soared into life. Virtual meetings, shopping expeditions and business interactions re-energised the audio-visual industry.  The global shut down also had a negative impact on the supply of soft and hardware, specifically chips which would manifest negatively on the supply chain during a post pandemic revival.

During this period of isolation, the IT industry powered ahead, particularly in the area of Artificial Intelligence. At its simplest, artificial intelligence is “Afield, which combines computer science and robust datasets, to enable swift and accurate problem-solving”.

In general computing has made immense strides over the past few decades. Todays super computers, of which there exist a mere handful, have been hard at work. And as they are computers they require no lunch, sleep or weekend breaks nor do they engage in strike action, well not yet anyway! The Artificial Intelligence created by these super processors is now believed to have reached dangerous levels of capability and capacity without any culpability. To the extent that many scientists and intellectuals believe that man is on the brink of creating a fully intelligent and independent entity able to reason and have the ability for fully cognitive interactions with us mere mortals. These same luminaries and industry leaders have also recently issued a joint warning suggesting that AI could bring about the extinction of mankind, a very frightening thought indeed!

Although in reality the jury seems to be hung as to whether these man-made titans truly have or will ever have the capacity for original thought. The first forays into the creative universe happened a few years ago when voices and the written word/copy/content were mimicked and spewed out almost instantly. Digital and AI Art are also making their capacity and creativity felt in the world of artistic expression. Whereas masters like Van Gogh died penniless the new generation artists are receiving insane rewards, the most expensive NFT fetching an eye watering $91.2m.

My question would be, what would Michael Angelo have briefed in to get his Mona Lisa masterpiece, and more specifically her inscrutable smile? I wonder also whether he would have been credited with is creation, or would he merely receive a footnote as a ‘contributor and or creative director?

As a strategist I am sure that AI will provide an abundance of relevant data to assist in the preparation of brand and or business plans. My sense is that whilst we will all have access to the same data, the magic must surely lie in the interpretation of the information and more importantly in the formulation of plans that are based on lateral thinking and the identification of opportunities. So let us not lose sight of our innate ability for original thought, for surely this could be the eternal flame that preserves us.

My concern, apart from the heady rush to use this new age resource as a control mechanism and cost saving opportunity, is one that goes beyond the creative sphere. Recent news reveals that AI is being used by certain people of power, position and ambition to create virtual newscasts with artificial but very lifelike presenters. These ‘news channels’ are being flooded with disinformation created by cyber activists and criminals. Even worse than mere propaganda was a recent fake telecast transmitted by a hacked TV station ostensibly from Ukrainian President Zelensky announcing his surrender!

I wonder who may have done such an unthinkable thing?

Ok so enough of the doomsday scenarios, let us focus on the good that can be achieved. More specifically how could this new resource add to our creative palette and improve the quality and content of our production capabilities. For starters I watched in awe as a paraplegic wheelchair bound man was able to walk again. This from the use of AI power to circumvent his spinal disconnect and capture and transmit instructions from his brain to his legs. Now that is certainly a major positive step forward.

It will become essential that the industry, both manufacturer and user, to collaborate and work together to innovate and provide new and unique tools. Applications that will enable and empower the creative players to develop unique and motivating concepts. Creativity remains at the very core of our existence. We must explore new markets, new applications and opportunities. More importantly the AV industry will need to collaborate and invest in cyber controls, security and monitoring.

The major areas for the future will in my estimation be brand and corporate communications, entertainment and education. For the mass markets in third world countries this solution must take cognizance of the current literacy levels, lack of power and suitable venues to deliver these messages. This is vital to the future of these ever voracious third world communities. But must be developed at commercially viable price points.

We have to believe that the power of AI can be harnessed and exploited for the empowerment and well-being of all of mankind. It is also essential that we consider not only what it will take from us, but what it allows us to do.

So where could some new applications and tools be found within this rapidly evolving and expanding Metaverse. Obviously most creative energies are being invested in new areas of opportunity, but certainly there exists niche categories and new markets for existing apps. Apps which can be upgraded, modified and injected with the speed and power of AI.