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Creators wielding AI reimagine creativity on a budget

Economic Times · 7m

Indian music composer and playback singer, Anirudh Ravichander, has been using artificial intelligence (AI) to reimagine Bollywood songs through his YouTube channel AI Beats. He has reproduced popular Bollywood songs in the voices of different singers using a combination of publicly available open-source tools and his team's sound engineering skills. Another artist, Yashraj Mukhate, went viral for his AI mashup on Instagram. Other artists in various fields are also experimenting with AI to save costs associated with high-quality art production. Marketing agencies and ad-film makers are eagerly awaiting text-to-video models like OpenAI's Sora and China's Vidu AI, which could reduce the cost of shooting celebrity ad-films significantly. The adoption of AI-generated content in social media marketing has been on the rise, with influencers, photographers, and brand accounts using AI tools to create memes, short videos, and photos. The promise of lower costs, increased productivity, and more creative content in marketing and entertainment is enticing to executives. Some photographers have added "AI Artist" to their portfolios and have produced fully AI-generated ad films for brands, showcasing the potential of AI to experiment with new designs, cultures, locations, and models at minimal cost.