Zelnick spoke at the Paley International Media Summit in Silicon Valley and noted that AI should be seen as a tool, not a magic wand. He compared it not to an artist's brush, but rather to an easel or a chair on which he sits.
"Artificial intelligence is a combination of large data sets with many calculations within the framework of a natural LLM model - a large language model. And what is a data set, by definition? A look into the past. What is creativity, by definition? A look into the future. And to the extent that AI seems future-oriented, what is it? A predictive model"
He stressed that even generative systems, like Microsoft MUSE, will not be able to create masterpieces on their own. "AI is a great thing. It is important for any industry. Will it create hits? No. It's just a data set with a bunch of calculations and a language model attached."
According to him, these are just digital tools that the industry has been using for a long time, and their creative potential should not be overestimated.