• Wednesday, Aug. 9, 2023
DP Paulo Perez deploys Cooke Anamorphic lenses on Latin-Western series 
A scene from "La Cabeza de Joaquin Murrieta"
LEICESTER, UK -- 

Cinematographer Paulo Perez, ADFC, chose Cooke® Anamorphic/i FF SF (Full Frame Special Flair) lenses to capture the wide vistas of Mexico in the new Latin-Western series, La Cabeza de Joaquín Murrieta (The Head of Joaquín Murrieta).

In 1851, the newly established border between Mexico and the USA is the setting for a conflict fueled by the anger and xenophobia caused by the Mexican-American War. A group of immigrants forge the myth of the Latin Robin Hood, Joaquín Murrieta. La Cabeza de Joaquín Murrieta was created by Mauricio Leiva-Cock and Diego Ramírez-Schrempp, directed by David Pablos (episodes 1-4) and Humberto Hinojosa (episodes 5-8). The series was produced by Dynamo Productions and Amazon Studios.

Writing began in 2019 and Perez kept in close contact with the writers while working on other projects, all the while visualizing the concept. In 2021, as principal photography was about to start, cinematographer Ximena Amann joined the team and alongside Perez developed the visual narrative for the series. 

“We very much wanted to shoot anamorphically to really capture the space and the beautiful landscape. We had to fight for it because some companies don’t like the anamorphic aspect ratio, but Amazon allowed me to do it in full anamorphic,” Perez said. “I love the compositions you can achieve, not just of vistas but you can have three, four, five people in the frame talking to each other, and framing in different layers… it’s so beautiful and cinematic. And if you need more choices, you only need two or three more shots, no more than that.”

Perez chose to pair the Cooke lenses with two ARRI ALEXA Mini LF full frame cameras.

  • Wednesday, Aug. 9, 2023
"This Hits Home" Shot with Pocket Cinema Camera 6K G2
A scene from "This Hits Home"
FREMONT, Calif. -- 

Filmmaker, director, producer and actress Sydney Scotia’s new documentary This Hits Home was shot using Blackmagic Pocket Cinema Camera 6K G2 digital film camera. The feature-length documentary reveals the invisible and silent epidemic of permanent traumatic brain injury in women devastated by domestic violence. Built around intimate and compelling stories of courageous women, insights from lawmakers and domestic violence authorities, and the shocking revelations from world renowned experts at the Mayo Clinic, Harvard University, Boston University, and the University of Pennsylvania, the film paints a chilling portrait of brain injury that forever changes the lives of women and their children.

The film was shot on a small budget with a crew of Scotia and cinematographers Erik Rojas and A.J. Raitano. The Pocket Cinema Camera 6K G2 was used as the primary camera for the film, shooting interviews, B roll, exteriors and inside car scenes. Due to the seriousness of the topic, Scotia needed to ensure that anyone interviewed was completely at ease and relaxed. A large camera that required extensive lighting and rigging was not possible.

DaVinci Resolve Studio editing, grading, visual effects (VFX) and audio post software was used for color correction of the documentary, as well as for preparing the film for delivery to festivals and streaming services.

  • Wednesday, Aug. 9, 2023
Cluster Studio upgrades Baselight TWO systems 
A Cluster Baselight studio
LONDON -- 

Mexico-based Cluster Studio has re-invested in FilmLight by upgrading its pair of Baselight TWO systems. Cluster Studio has been a Baselight customer for more than 15 years. It currently has a Baselight ONE system, as well as two Baselight TWO systems--which they use to conform, grade, integrate VFX and render out projects.

“We are handling more and more content each month with multiple raw materials being captured across a variety of camera formats and color spaces, including 4K and HDR,” said Cluster CTO and head colorist Juan Magaña who noted that the upgrade has allowed his shop to triple its storage capacity.

  • Monday, Aug. 7, 2023
AI is gaining state lawmakers' attention
The OpenAI logo is seen on a mobile phone in front of a computer screen displaying output from ChatGPT, March 21, 2023, in Boston. As state lawmakers rush to get a handle on fast-evolving artificial intelligence technology, they're often focusing first on their own state governments before imposing restrictions on the private sector. Legislators are seeking ways to protect constituents from discrimination and other harms while not hindering cutting-edge advancements in medicine, science, business, education and more. (AP Photo/Michael Dwyer, File)
HARTFORD, Conn. (AP) -- 

As state lawmakers rush to get a handle on fast-evolving artificial intelligence technology, they're often focusing first on their own state governments before imposing restrictions on the private sector.

Legislators are seeking ways to protect constituents from discrimination and other harms while not hindering cutting-edge advancements in medicine, science, business, education and more.

"We're starting with the government. We're trying to set a good example," Connecticut state Sen. James Maroney said during a floor debate in May.

Connecticut plans to inventory all of its government systems using artificial intelligence by the end of 2023, posting the information online. And starting next year, state officials must regularly review these systems to ensure they won't lead to unlawful discrimination.

Maroney, a Democrat who has become a go-to AI authority in the General Assembly, said Connecticut lawmakers will likely focus on private industry next year. He plans to work this fall on model AI legislation with lawmakers in Colorado, New York, Virginia, Minnesota and elsewhere that includes "broad guardrails" and focuses on matters like product liability and requiring impact assessments of AI systems.

"It's rapidly changing and there's a rapid adoption of people using it. So we need to get ahead of this," he said in a later interview. "We're actually already behind it, but we can't really wait too much longer to put in some form of accountability."

Overall, at least 25 states, Puerto Rico and the District of Columbia introduced artificial intelligence bills this year. As of late July, 14 states and Puerto Rico had adopted resolutions or enacted legislation, according to the National Conference of State Legislatures. The list doesn't include bills focused on specific AI technologies, such as facial recognition or autonomous cars, something NCSL is tracking separately.

Legislatures in Texas, North Dakota, West Virginia and Puerto Rico have created advisory bodies to study and monitor AI systems their respective state agencies are using, while Louisiana formed a new technology and cyber security committee to study AI's impact on state operations, procurement and policy. Other states took a similar approach last year.

Lawmakers want to know "Who's using it? How are you using it? Just gathering that data to figure out what's out there, who's doing what," said Heather Morton, a legislative analysist at NCSL who tracks artificial intelligence, cybersecurity, privacy and internet issues in state legislatures. "That is something that the states are trying to figure out within their own state borders."

Connecticut's new law, which requires AI systems used by state agencies to be regularly scrutinized for possible unlawful discrimination, comes after an investigation by the Media Freedom and Information Access Clinic at Yale Law School determined AI is already being used to assign students to magnet schools, set bail and distribute welfare benefits, among other tasks. However, details of the algorithms are mostly unknown to the public.

AI technology, the group said, "has spread throughout Connecticut's government rapidly and largely unchecked, a development that's not unique to this state."

Richard Eppink, legal director of the American Civil Liberties Union of Idaho, testified before Congress in May about discovering, through a lawsuit, the "secret computerized algorithms" Idaho was using to assess people with developmental disabilities for federally funded health care services. The automated system, he said in written testimony, included corrupt data that relied on inputs the state hadn't validated.

AI can be shorthand for many different technologies, ranging from algorithms recommending what to watch next on Netflix to generative AI systems such as ChatGPT that can aid in writing or create new images or other media. The surge of commercial investment in generative AI tools has generated public fascination and concerns about their ability to trick people and spread disinformation, among other dangers.

Some states haven't attempted to tackle the issue yet. In Hawaii, state Sen. Chris Lee, a Democrat, said lawmakers didn't pass any legislation this year governing AI "simply because I think at the time, we didn't know what to do."

Instead, the Hawaii House and Senate passed a resolution Lee proposed that urges Congress to adopt safety guidelines for the use of artificial intelligence and limit its application in the use of force by police and the military.

Lee, vice-chair of the Senate Labor and Technology Committee, said he hopes to introduce a bill in next year's session that is similar to Connecticut's new law. Lee also wants to create a permanent working group or department to address AI matters with the right expertise, something he admits is difficult to find.

"There aren't a lot of people right now working within state governments or traditional institutions that have this kind of experience," he said.

The European Union is leading the world in building guardrails around AI. There has been discussion of bipartisan AI legislation in Congress, which Senate Majority Leader Chuck Schumer said in June would maximize the technology's benefits and mitigate significant risks.

Yet the New York senator did not commit to specific details. In July, President Joe Biden announced his administration had secured voluntary commitments from seven U.S. companies meant to ensure their AI products are safe before releasing them.

Maroney said ideally the federal government would lead the way in AI regulation. But he said the federal government can't act at the same speed as a state legislature.

"And as we've seen with the data privacy, it's really had to bubble up from the states," Maroney said.

Some state-level bills proposed this year have been narrowly tailored to address specific AI-related concerns. Proposals in Massachusetts would place limitations on mental health providers using AI and prevent "dystopian work environments" where workers don't have control over their personal data. A proposal in New York would place restrictions on employers using AI as an "automated employment decision tool" to filter job candidates.

North Dakota passed a bill defining what a person is, making it clear the term does not include artificial intelligence. Republican Gov. Doug Burgum, a long-shot presidential contender, has said such guardrails are needed for AI but the technology should still be embraced to make state government less redundant and more responsive to citizens.

In Arizona, Democratic Gov. Katie Hobbs vetoed legislation that would prohibit voting machines from having any artificial intelligence software. In her veto letter, Hobbs said the bill "attempts to solve challenges that do not currently face our state."

In Washington, Democratic Sen. Lisa Wellman, a former systems analyst and programmer, said state lawmakers need to prepare for a world in which machine systems become ever more prevalent in our daily lives.

She plans to roll out legislation next year that would require students to take computer science to graduate high school.

"AI and computer science are now, in my mind, a foundational part of education," Wellman said. "And we need to understand really how to incorporate it."

Associated Press Writers Audrey McAvoy in Honolulu, Ed Komenda in Seattle and Matt O'Brien in Providence, Rhode Island, contributed to this report.

  • Wednesday, Jul. 26, 2023
Microsoft reports $20.1B quarterly profit as it promises to lead "the new AI platform shift"
The logo for Microsoft, and a scene from Activision "Call of Duty - Modern Warfare," are shown in this photo, in New York, Wednesday, June 21, 2023. Microsoft reports earnings on Tuesday July 25, 2023. (AP Photo/Richard Drew, File)

Microsoft reported a 20% spike in quarterly profits Tuesday, helping to fuel its battle to get ahead of rivals like Google, Amazon and Facebook parent Meta in selling the latest artificial intelligence technology.

The software giant said its fiscal fourth-quarter profit was $20.1 billion, or $2.69 per share, beating analyst expectations for $2.55 per share.

It posted revenue of $56.2 billion in the April-June period, up 8% from last year. Analysts polled by FactSet Research had been looking for revenue of $55.49 billion.

CEO Satya Nadella said the company remains focused on "leading the new AI platform shift," though its push to add AI features to its existing products — among them cloud computing services, workplace software and its Bing search engine — are not yet making an obvious mark on its financial results.

Microsoft was an early mover in this year's hype around "generative AI" tools that can help people write documents and create new images and other media. It capitalized on its multibillion dollar investments in ChatGPT-maker OpenAI to launch a Bing chatbot and similar tools tailored to its business customers. It said last week that it would start charging $30 per user for business accounts that sign up for its new AI "Copilot" that integrates with existing software such as Word, Excel and email.

"Organizations are asking not only how – but how fast – they can apply this next generation of AI to address the biggest opportunities and challenges they face – safely and responsibly," Nadella said in a prepared statement.

Despite beating Wall Street analyst expectations for profit and revenues, Microsoft's stock dropped slightly in after-hours trading after it released its financial report upon the market's close Tuesday.

Macquarie analyst Sarah Hindlian-Bowler said investors have been focused on Microsoft's early revenue from those artificial intelligence investments, the performance of the Azure cloud computing platform and the likelihood that Microsoft will close its deal to buy video game company Activision Blizzard, which could help boost gaming revenue and drive more users to the Xbox game system and other Microsoft platforms.

More than 18 months after announcing the $69 billion deal, Microsoft is still negotiating with a British antitrust regulator over concerns it will harm competition. The U.S. Federal Trade Commission also opposed the transaction but lost a court fight to stop it.

"We still expect a successful close as the company works toward an amenable solution that satisfies the U.K.'s concerns," Hindlian-Bowler said in an analyst note ahead of Tuesday's earnings.

Quarterly sales were highest in Microsoft's cloud business segment, which the company said grew 15% from the same time last year to $24 billion. Much of that was driven by its flagship Azure platform "and other cloud services revenue," which grew 26%.

Microsoft doesn't reveal the total revenue for its Azure business, though a document inadvertently disclosed during its recent court fight with the FTC showed it as $34 billion last year, Hindlian-Bowler said. Microsoft has declined to comment on that number. It's long been seen as the runner-up to Amazon's dominant cloud platform, Amazon Web Services.

Microsoft's second-biggest business segment — centered on productivity software led by its Office suite of workplace products — grew 10% to $18.3 billion in sales for the April-June quarter.

While AI has captivated the attention of the public and investors, Microsoft is also still heavily reliant on its personal computing business centered around the licensing fees paid by the makers of computers running its Windows software.

Microsoft made $13.9 billion from its personal computing business segment in the quarter, down 4% from the same time last year. While that segment also includes other products, including Xbox games and consoles, it's been the Windows revenue dragging the overall numbers down.

Worldwide shipments of PCs from various manufacturers in the April-June quarter dropped 16.6% from the same time last year, marking the seventh consecutive quarter of year-over-year decline, according to market research group Gartner. However, the market is starting to stabilize and demand could grow again in 2024, Gartner said.

With most of its revenue coming from sales to business clients, Microsoft hasn't been as affected by economic troubles that have hit consumer-focused sectors or advertising-dependent tech rivals like Google and Meta. But Microsoft has still laid off hundreds of workers in recent months, including many around its headquarters in Redmond, Washington, according to notices it sent to government agencies. That's on top of the 10,000 employees, almost 5% of its workforce, that it cut earlier this year.

Matt O'Brien is an AP technology writer

  • Tuesday, Jul. 18, 2023
Facebook parent Meta makes public its ChatGPT rival Llama
Facebook's Meta logo sign is seen at the company headquarters in Menlo Park, Calif. on Oct. 28, 2021. Meta CEO Mark Zuckerberg said Tuesday, July 18, 2023, the company is partnering with Microsoft to introduce the next generation of its AI large language model and making the technology known as LLaMA 2 free for research and commercial use. (AP Photo/Tony Avelar, File)
MENLO PARK, Calif. (AP) -- 

Facebook parent company Meta Platforms has built an artificial intelligence system that rivals the likes of ChatGPT and Google's Bard but it's taking a different approach: releasing it for free.

Meta CEO Mark Zuckerberg said Tuesday that the company is partnering with Microsoft to introduce the next generation of its AI large language model and making the technology, known as Llama 2, free for research and commercial use.

Much like tech peers Google and Microsoft, the social media company has long had a big research team of computer scientists devoted to advancing AI technology. But it's been overshadowed as the release of ChatGPT sparked a rush to profit off of “generative AI” tools that can create new prose, images and other media.

Meta has also tried to distinguish itself by being more open than some of its Big Tech rivals about offering a peek at the data and code it uses to build AI systems. It has argued that such openness makes it easier for outside researchers to help identify and mitigate the bias and toxicity that AI systems pick up by ingesting how real people write and communicate.

“Open source drives innovation because it enables many more developers to build with new technology,” Zuckerberg said in a Facebook post Tuesday. “It also improves safety and security because when software is open, more people can scrutinize it to identify and fix potential issues. I believe it would unlock more progress if the ecosystem were more open, which is why we’re open sourcing Llama 2.”

Zuckerberg pointed to Meta's history of open-sourcing its AI work, such as with its development of the widely used machine-learning framework PyTorch.

But the research paper introducing the new model reflects less openness than Meta has shown previously in its work to build models that require ingesting large troves of digitized writings such as books, news articles and social media feeds.

It says the latest model was trained on “a new mix of data from publicly available sources, which does not include data from Meta’s products or services,” but does not specify what data was used. It does say that Meta removed data from websites known to contain a “high volume of personal information about private individuals.”

Meta used the acronym LLaMA, for Large Language Model Meta AI, to describe the first version of its model, announced in February. It’s now dropped the capital letters for its second version, Llama 2.

Zuckerberg said people can download its new AI models directly or through a partnership that makes them available on Microsoft's cloud platform Azure “along with Microsoft’s safety and content tools.”

The financial terms of that partnership were not disclosed.

While Microsoft is described by Meta as a “preferred” partner, Meta said the models will also be available through Amazon Web Services, which is Microsoft's main cloud rival, as well as AI startup Hugging Face and others.

Microsoft is also a major funder and partner of OpenAI, the maker of ChatGPT. Neither ChatGPT nor similar offerings from Microsoft or Google are open source.

Microsoft and Meta also revealed the new AI partnership at Microsoft’s annual event for business customers on Tuesday. Microsoft said in a separate statement that the two companies “share a commitment to democratizing AI and its benefits and we are excited that Meta is taking an open approach.” Meta already is a customer of Microsoft’s Azure cloud computing platform.

Microsoft also used the virtual event, called Ignite, to reveal that it will be charging businesses a monthly fee of $30 for each user of its flagship generative AI tool, Microsoft 365 Copilot, on top of what those organizations are already paying for Microsoft services.

  • Wednesday, Jul. 12, 2023
Motion Picture Academy investigages 10 scientific & tech areas for awards consideration
LOS ANGELES -- 

The Academy of Motion Picture Arts and Sciences announced that 10 distinct scientific and technical investigations have been launched for 2023 in the lead-up to the Scientific and Technical Awards on Friday, February 23, 2024.
 
These investigations are made public so that individuals and companies with devices or claims of innovation within these areas can submit achievements for review.  The Academy’s Scientific and Technical Awards Committee has started investigations into the following areas:

  • Onboard remote driving apparatus
  • Reusable cable-cutting devices for motion picture squibs
  • Post-process depth of field software
  • Mathematically lossless encoding of motion picture camera raw files
  • Motor-stabilized motion picture camera support systems for hand/body-supported operation
  • Interactive renderers that provide a representative approximation of final offline renders during post-production
  • Volumetric surface reconstruction
  • Pattern-based 3D clothing creation software 
  • Layerable hierarchical 3D scene description frameworks
  • Digital image processing film restoration software utilized for theatrical re-release and archival preservation

“The Academy has once again assembled a global committee of leading industry experts to evaluate the ongoing evolution of motion picture tools that empower the creators and storytellers of our industry.  This year we are happy to announce investigations into 10 exciting areas of innovation, from interactive renderers and 3D clothing creation to digital film restoration and onboard remote driving apparatus, among others, for their contributions to advancing the art and science of filmmaking,” said Scientific and Technical Awards Committee chair Barbara Ford Grant.
 
The deadline to submit additional entries is Friday, July 28, at 5 p.m. PT.  For more information on the Scientific and Technical Awards or to submit a similar technology, click here.

After thorough investigations in each technology category, the committee will meet in the fall to vote on recommendations to the Academy’s Board of Governors, which will make the final awards decisions.

 

  • Monday, Jul. 3, 2023
Company executives urge Europe to rethink its world-leading AI rules
Text from the ChatGPT page of the OpenAI website is shown in this photo, in New York, Feb. 2, 2023. More than 150 executives are urging the European Union to rethink the world’s most comprehensive rules for artificial intelligence. In an open letter to EU leaders Friday, June 30, 2023, the executives say the upcoming regulations will make it harder for companies in Europe to compete with rivals overseas, especially when it comes to the technology behind systems like ChatGPT. (AP Photo/Richard Drew, File)
LONDON (AP) -- 

More than 150 executives are urging the European Union to rethink the world's most comprehensive rules for artificial intelligence, saying Friday that upcoming regulations will make it harder for companies in Europe to compete with rivals overseas, especially when it comes to the technology behind systems like ChatGPT.

Officials at companies from French planemaker Airbus and carmaker Renault to Dutch beer giant Heineken signed an open letter to EU leaders saying the 27-nation bloc's groundbreaking legislation may put shackles on the development of generative AI. That technology gives popular AI chatbots like ChatGPT the power to generate text, images, video and audio that resemble human work.

"Such regulation could lead to highly innovative companies moving their activities abroad " and investors withdrawing their money from AI development in Europe, the letter said. "The result would be a critical productivity gap between the two sides of the Atlantic."

The executives say laws requiring "rigid compliance" would be ineffective when so little is still known about the risks and uses of generative AI. They urged the EU to revise the AI Act to focus broadly on the risks.

With growing concerns about the impact of AI on all parts of life, the letter does acknowledge "a clear need to properly train these models and ensure their safe use."

The corporate leaders called for a regulatory body of experts that can regularly adapt rules to new developments and respond to risks that emerge. They also pointed to the need for transatlantic standards.

It's the latest letter to weigh in on the future of AI, which has dazzled users but raised concerns about data privacy, copyright infringement and disinformation. That has sent governments worldwide racing to rein in the technology.

There are also fears about more existential threats to humankind, which scientists and tech industry leaders, including high-level executives at Microsoft and Google, warned about last month.

Sam Altman, CEO of ChatGPT maker OpenAI, and Geoffrey Hinton, a computer scientist known as the godfather of AI, were among the hundreds of leading figures who signed that statement.

Missing was Yann LeCun, chief AI scientist of Meta and another AI pioneer, who signed the letter Friday from European executives.

The EU is still putting the finishing touches on its AI Act, and the rules are not expected to take effect for two years.

"I am convinced they have not read the text but have rather reacted on the stimulus of a few," Dragos Tudorache, a Romanian member of the European Parliament who is co-leading the measure, said of the executives who signed the letter.

He noted that the letter's "only concrete suggestions" are already part of the legislation, including "an industry-led process for defining standards, governance with industry at the table and a light regulatory regime that asks for transparency."

 

  • Friday, Jun. 30, 2023
Apple is now the first public company to be valued at $3 trillion
An Apple logo adorns the facade of the downtown Brooklyn Apple store on March 14, 2020, in New York. Apple became the first publicly traded company to close a trading day with a $3 trillion market value, marking another milestone for a technology juggernaut that has reshaped society with a line-up of products that churn out eye-popping profits. (AP Photo/Kathy Willens, File)
SAN FRANCISCO (AP) -- 

Apple became the first publicly traded company to close a trading day with a $3 trillion market value, marking another milestone for a technology juggernaut that has reshaped society with a line-up of products that churn out eye-popping profits.

Apple shares closed up 2.3% at $193.97 Friday, bringing its market value to $3.04 trillion. Apple is one of a handful of technology companies, including Microsoft and chipmaker Nvidia, that helped drive the S&P 500 to a gain of nearly 16% in the first half of the year.

The 47-year-old company co-founded by Silicon Valley legend Steve Jobs had briefly eclipsed a $3 trillion market value on back-to-back days in January 2022, but couldn't hold on by the time the market closed. Instead, Apple's stock sunk into a prolonged descent that pushed its market value briefly below $2 trillion earlier this year amid a slowdown in growth and investor jitters about rising interest rates that affected the entire tech sector.

Apple didn't come close to the $3 trillion threshold again until earlier this month when the company unveiled what could be its next big product — a high-priced headset called Vision Pro that thrusts users into artificial settings known as virtual reality.

Although the significance of reaching a $3 trillion market value is largely symbolic, its magnitude is still breathtaking.

Consider, for instance, that $3 trillion could buy nearly 9 million homes in the U.S., based on the average sales price during the past year as calculated by Zillow. It could also buy the 50 most valuable sports teams in the world with plenty of change to spare. If $3 trillion were distributed equally to every person in the United States, each person would receive about $9,000.

Microsoft is the second-most valuable public company at $2.5 trillion. Oil giant Saudi Aramco has a market value of $2.08 trillion. Alphabet, the parent of Google, Amazon and Nvidia have market values above $1 trillion.

It took Apple less than two years to close with a $3 trillion market value after topping $2 trillion for the first time in August 2021, which occurred about two years after the Cupertino, California, company reached $1 trillion for the first time.

The cascading trillions have been driven by the technology empire that Apple has built since Jobs returned to the company in 1997 after being pushed aside by then-CEO John Sculley in 1985. At the time of Jobs' comeback, Apple was flirting with bankruptcy and so desperate for help that it turned to its once-bitter rival Microsoft for a cash infusion.

Today, Apple makes so much money that it can afford to pay $105 billion annually in investor dividends and repurchases of its own stock — and still be left with nearly $56 billion in cash at the end of its last fiscal quarter.

The iPhone, unveiled by Jobs in 2007 with his hallmark showmanship, remains the crown jewel in Apple's kingdom. Last year, the device accounted more than half of the company's nearly $400 billion in sales.

The rest of Apple's revenue flows in from other products such as the Macintosh computer, iPad, Apple Watch, AirPods and a services division that includes music and video streaming, warranty programs, fees collected through the iPhone app store and advertising commissions that Google pays to be the default search engine on the iPhone.

Although most of Apple's innovations were hatched while Jobs was running the company, most of its wealth has been created under the reign of its current CEO, Tim Cook, who took over as CEO shortly before Jobs died in October 2011. When Jobs passed the baton to Cook, Apple's market value stood at $350 billion.

 

  • Monday, Jun. 26, 2023
Unity CEO John Riccitiello discusses AI and gaming's future
This undated photo courtesy of Unity Technologies, a video game software company, shows Unity CEO John Riccitiello. Riccitiello has seen the video game industry evolve and shift during his more than two-decades in the industry, beginning in 1997 when he became the head of games giant Electronic Arts. (Courtesy Unity Technologies via AP)
SAN FRANCISCO (AP) -- 

John Riccitiello, the CEO of video game software company Unity, has seen the video game industry evolve and shift during his more than two-decade-long career, beginning in 1997 when he became the head of games giant Electronic Arts.

Unity Software Inc., was founded in Denmark and is now based in San Francisco. It's working with Apple to help bring games to its upcoming virtual reality headset, the Vision Pro. Riccitiello recently spoke about how artificial intelligence is transforming how video games are created and played.

Q: What are the biggest trends coming down the pike in gaming?

Riccitiello: I think AI will change gaming in a couple of pretty profound ways. One of them is it's going to make making games faster, cheaper and better. It's already happening. I mean, you can use AI already for digital humans and editing environments and all sorts of things that make it faster. It's also going to be possible to realize experiences that were never possible before.

Q: Can you give some examples?

Riccitiello: You know "Call of Duty," you know "Grand Theft Auto," you know "Candy Crush." Any of these games, every single thing you see in that game and every line of dialogue, every environment, every lighting effect was coded by somebody anticipating that you would use that. So the perimeter of the game is the content that's been put on the DVD or on the internet download. There is no more. It is what it is. They can add to it over time by patching games and adding levels. "Candy Crush" shipped with like 50 and now it's what?

Q 10,000 I think.

Riccitiello: So they keep adding to it. But each one is a contained experience. So, I was involved in launching "The Sims" in 2000, and it was wonderful game. And you know how they used "Simlish," right? Did you know why? Because there's so many things you can do in "The Sims," it's like a crazy number of interactions you can have because you're actually creating characters. Those characters interact with each other. No writer could ever write all the appropriate dialogue for that. It would be as big as the Library of Congress when you're done.

Q: I think I know where you are going with this.

Riccitiello: You know where I'm going, I'm sure. In the way that GPT 4 works, you can define the parameters. A player could do this or the game studio could do it. The game studio could allow the player to describe this character or their motivations, in the same way you write in prompts, to get dialogue back. And they could do this for all their characters in advance. And the AI could spawn in any language you want — English, Russian, Japanese, French, doesn't matter. I think that's a breakthrough. It is actually really hard to overstate how important that is. It's alive.

Another example would be one of my favorite games of all time, "Grand Theft Auto." And a lot of people like "Red Dead (Redemption)" because they're such brilliant, realized worlds. Sam and Dan Houser, the guys who created it at Take-Two Rockstar Games, are among the most powerful creators in history. But, again, every store heist, everything in the game was something they conceived as being possible. Now what you can do is you can create that world and you can basically create a set of things like "this is the store," "this is a criminal or not a criminal," or a player can say "that's a criminal." And then anything that you could imagine, any interaction that would take place between the store and the criminals is possible, including getting a job there — I mean anything could be possible.

Q: But within guidelines?

Riccitiello: You wouldn't have to have guidelines, but it would just look like a complete mess if you didn't have something. Some of those guardrails enable creativity.

Q: What are your thoughts on the metaverse?

Riccitiello: I always thought the word was loaded and kind of stupid. I gave a talk a couple of years ago saying I disallowed people at Unity from using it because I thought it was going to get overused and tossed out with the trash. That it was being used and abused by people for their own purposes.

But then I defined the metaverse as something very different than what most people do.

Q: How do you define it?

Riccitiello: I said it's the next version of the internet. It's 3D rather than 2D. It's persistent rather than not, it's real time rather than not. And it's often a number of other things. And then I tried to explain what it wasn't. It wasn't about avatars, it wasn't about XR. It certainly wasn't about half-embodied avatars (which, by the way, was built on Unity by Meta). I was very happy they were building it and paying us, I just didn't think that was what it was.

We have customers like Hyundai building the factory of the future, where all the robots and people are interacting in this large environment and are controlling that. And the individuals working in the factory are doing their jobs on iPhones.

It's not going to be one universal 3D world. I think it's more likely to be a set of very immersive experiences. And a lot of people, I think, pontificate in a way that I don't buy, that "no, no, you're going to want to be in Amazon, then walk right into "Call of Duty" and walk right into the NFL show and then walk right into your chat. And the thing is, that's really hard to make that work. People say well, what if I want to throw a bomb from "Call of Duty" on a chess set than I am playing? And you have to ask yourself, would you really ever want to do that past the first time you did it?

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