Every time there is a major shift in technology it is uncomfortable. Established workflows and patterns change. We have a saying at our place: “No-one voluntarily changes their workflow!” The innovations that are coming are going to be disruptive.
How quickly and directly these changes are going to affect you depends where you create in the broad spectrum of film, television, corporate, education and other production.
At the big money end, everything remains extremely conservative. Changing editing platforms is major news. (Well, editing a major motion picture on something other than Avid’s Media Composer is news, but I digress.) Because of the investments involved everyone is conservative. To change a workflow is a major challenge. There are months of testing involved before a commitment is made. If you work on network TV or feature films then nothing will change in the next couple of years.
Realistically, that end of the market will not embrace ML driven Smart Tools until they’re Avid sanctioned and available in Media Central.
Outside of that market uptake will be mixed. The most adept will explore which of these new tools enhance their creativity. I expect the smaller the creative group, the faster the uptake. These new smart tools particularly benefit small independent production groups, whether they’re creating their own projects or providing the creative and physical services to clients. The more efficiently they can work, the more they can create and/or remain competitive.
Although the exact words are a summary of Charles Darwin’s thesis and not his own, the intent is certainly applicable:
It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.
Insist on working without amplification and you will fade into irrelevance. Adapt, adopt and amplify your creativity and thrive. As Alvin Toffler said:
