Matan Cohen Grumi is a multifaceted artistic skilled with a wealthy background in numerous fields. At the moment, he serves because the founding artistic director of Pika, an AI-based artistic platform. In his function at Pika, Matan leads the advertising video efforts, specializing in growing new approaches to storytelling and visible content material creation utilizing AI applied sciences.
Matan has in depth expertise within the promoting business, with over 20 years of expertise main artistic and manufacturing groups. He has directed tv commercials for worldwide manufacturers corresponding to Adidas, P&G, Nestle, Sabon, and Columbia. Moreover, he has labored as a artistic director and marketing campaign manufacturing supervisor for Israeli Prime Ministers Benjamin Netanyahu in 2015 and Yair Lapid from 2019 to 2022.
Matan is understood for his progressive use of AI in artistic tasks, which has made him a distinguished determine within the worldwide AI and inventive communities.
You’re a artistic director and industrial director with over 20 years of expertise main and creating promoting work for numerous purchasers and classes. Are you able to share some insights on how your function has shifted inside an AI targeted firm?
After I first tried Pika for the primary time a couple of yr in the past, I used to be fascinated by the expertise and instantly began experimenting with it. The preliminary problem was to generate clips with real emotion, which Pika excelled at, and this drew me in. Creating compelling movies with AI requires a shift in strategy. After 20 years of doing it a sure method, adapting may be difficult at first. Nevertheless, as soon as you discover your voice and create with the assistance of AI, the countless potentialities make it arduous to let go.
As AI continues to evolve, how do you see the function of artistic administrators and different artistic professionals altering? What expertise do you consider will change into extra essential sooner or later?
We’re witnessing a revolution that gives artistic professionals extra methods to visualise complicated and inventive concepts, enabling us to strive crazier ideas. The convenience of execution permits us to visualise extra concepts and curate one of the best outcomes, opening a world of artistic potentialities.
Are you able to elaborate on how Pika’s AI collaborates with human creators? What processes do you will have in place to make sure that creativity prospers alongside technological innovation?
Pika is a device that helps customers visualize their concepts, making it simple for everybody. Each video created on our platform is a collaboration between the particular person with the thought and our expertise that brings it to life. All of it begins with an individual and an concept.
How do you foresee AI video expertise like Pika’s impacting cultural expressions and storytelling throughout totally different societies?
As creating gorgeous movies turns into simpler, our platform will allow hundreds of thousands of individuals to visualise their concepts in video type, just like how cell phone cameras democratized images 15 years in the past. This accessibility will considerably impression cultural expressions.
Given your in depth background in conventional media, how have you ever tailored storytelling methods from TV and branding for AI-driven platforms? What distinctive benefits does AI supply in reworking these narratives?
The principle benefit is the sense that something is feasible. For the primary time, we’ve a device that may remodel any concept into a surprising visible from textual content. This appears like magic to me, even after two years. Nice concepts can now be simply executed, which continues to be wonderful
What function can AI play in democratizing content material creation?
As I discussed, AI makes the visualization of concepts fast and virtually free in comparison with conventional strategies. This democratizes content material creation, permitting anybody to carry their concepts to life.
How do you retain your staff impressed and progressive in a area that’s as quickly altering as AI? Are there explicit methods or practices that assist preserve excessive ranges of artistic output?
I draw inspiration from surprising locations. Creativity usually entails connecting unrelated dots in a method that is smart. This strategy influences our advertising methods and product improvement. As extra firms enter the sphere, it is essential to face out and differentiate ourselves.
Wanting forward, what rising tendencies in AI do you expect will most importantly affect the collaboration between AI and inventive professionals over the subsequent 5 years?
It is arduous to foretell, however AI will proceed to empower artistic professionals. Nevertheless, I consider that the human contact and expertise will stay important to rise above the large quantity of AI-generated content material. The democratization course of is unimaginable and can foster a brand new technology of expertise, however the pursuit of latest artwork varieties that encourage us will all the time drive creativity.
Readers who want to be taught extra ought to go to Pika.
