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Warner Bros. Discovery’s Max Using Google Gen AI Platform to Create Closed Captions
Warner Bros. Discovery has launched a new AI-powered Google Cloud solution to generate closed captions for content on Max.
Discovery said that “to maintain high levels of accuracy,” the workflow process uses Google Cloud’s Vertex AI platform to “optimize” captioning and the results are reviewed by humans for “quality assurance.” Some in Hollywood have viewed generative AI as an “existential threat,” and provisions to put guardrails around the use of artificial intelligence for TV and film productions were a key part of the deals resolving last year’s SAG-AFTRA and WGA strikes and subsequent agreements. Beyond auto-generating closed captioning, “AI has the potential to transform a variety of processes across the media and entertainment industry that deliver real business impact,” according to Thomas Kurian, CEO of Google Cloud.
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