Asteria, a production company based in Silver Lake, is adapting to the rise of artificial intelligence in the television and film industry. The company believes that AI can be a key factor in turning the industry around in Hollywood.

Embracing AI

Asteria works out of the historic Mack Sennett Studios, a sound stage where silver screen legends like Charlie Chaplin started making movies back in 1916. The company’s co-founder, Bryn Mooser, says that the studio is a fitting place for his company, where they’re embracing what could be the biggest tech shakeup that Hollywood’s ever seen.

According to Mooser, Asteria is using generative AI differently than other companies. The company, which identifies as an ‘artist-led, generative AI film and animation studio, powered by the first clean and ethical AI model,’ says that AI is a tool that can help its creative team with video effects and animation.

Mooser says that this is a moment when the industry in LA needs to be willing to adapt. ‘I think that anybody who says, ‘Well, AI doesn’t belong in Hollywood,’ I would ask them, ‘Is Hollywood working right now?’ ‘Is it working for those people? If the industry was in a perfect spot, I would say, ‘Sure, let’s leave it alone.’ But it’s not,’ Mooser said.

By using AI, smaller teams can finish jobs more quickly, which could drive down the cost of production and hopefully bring projects back to Hollywood. Mooser says that it’s really important that Los Angeles becomes the place that is always the center of the entertainment industry, including being the center of whatever technology comes next.

Original reporting: NBC4 Los Angeles — read the source article.