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LAS VEGAS — In a bustling arena in Las Vegas, Jensen Huang, the founder of Nvidia, took to the stage to showcase stunning real-time computer graphics that captured the attention of a vast audience. A woman with dark hair gracefully walked through elaborately designed double doors, basking in the light streaming through beautiful stained glass windows.
Huang expressed his amazement at the intricate geometry displayed onscreen, stating, “The amount of geometry that you saw was absolutely insane. It would have been impossible without artificial intelligence.” This marked the introduction of Nvidia’s GeForce RTX 50 Series, which includes advanced desktop and laptop GPUs, all powered by the newly developed Blackwell artificial intelligence chip. The announcement set the tone for a series of discussions about AI in entertainment that were to unfold during the trade show.
“Blackwell, the driving force of AI technology, is here for gamers, developers, and creative professionals,” Huang remarked. He underscored that this innovation represents the most significant leap in computer graphics since the advent of programmable shading 25 years ago, noting that Blackwell technology is now ready for full production.
On the same day, semiconductor company AMD introduced their cutting-edge Ryzen 9 and AI series processors. These new offerings promise unmatched performance tailored for gamers and content creators, positioning AMD to compete vigorously against industry giants like Nvidia, Intel, and Qualcomm in the emerging AI-powered PC market.
Jack Huynh, senior vice president and general manager of AMD’s computing and graphics group, emphasized the potential of AI-enabled processors, saying, “We are proliferating AI to devices everywhere, bringing workstation-level power to lightweight laptops.”
Google took the opportunity to present its upcoming AI tools aimed at enhancing Google TV. The new features, powered by the Gemini platform, will allow users to interact with their televisions in a more intuitive and conversational manner, making inquiries about topics like travel, history, and current news headlines.
Samsung also made waves with its AI innovations, introducing “Samsung Vision AI,” which offers a click-to-search functionality. This enables viewers to identify actors onscreen and provides real-time translation features, which integrate seamlessly with the entirety of Samsung’s smart home ecosystem.
SW Yong, who heads the visual display division at Samsung Electronics, articulated the vision behind their technology: “We see TVs as interactive and intelligent partners, rather than just one-directional devices for passive consumption.” He explained that the goal is to transform screens into platforms that combine entertainment with personalization and lifestyle solutions for a simplified user experience.
Nevertheless, CES also served as a stage for broader discussions surrounding AI. Technology and entertainment leaders engaged in conversations about the evolving landscape of generative AI, especially as the conference progressed. During a panel focused on the intersection of entertainment copyright and AI, legal experts speculated on the potential for federal regulations in 2023, particularly concerning issues surrounding AI-generated deep fakes.
There is skepticism that federal action will precede state-level decisions. Chad Hummel, a legal expert at McKool Smith, pointed out, “There have been no major decisions on this issue. They will be litigated and tried in the next year or so.”
Lisa Oratz, an attorney with experience representing the publishing, arts, and entertainment sectors, acknowledged the necessity for regulation of AI technology. However, she also highlighted its benefits, suggesting that AI can streamline content creation. “You can make content creation faster, easier, and more affordable. You can democratize access to content,” she noted.
Contrasting opinions emerged from the Screen Actors Guild-American Federation of Television and Radio Artists. Their executive director, Duncan Crabtree-Ireland, emphasized that the issues surrounding digital replication were central to the recent labor strike in film and television, stressing that insufficient protections for the unregulated use of AI complicate ongoing negotiations in the industry.
“It is a tool and it is also an existential threat,” he concluded, capturing the dual nature of AI in today’s entertainment landscape.
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