Eneko Obieta, in an innovative position: director of Audiovisual Intelligence and Production at Endemol Shine Boomdog
Endemol Shine Boomdog pioneered a unique role within the audiovisual industry: the director of Audiovisual Intelligence. Eneko Obieta, who also serves as the company’s Director of Production, holds this innovative position. He is responsible for researching open AI tools with potential applications in audiovisual production, aiming to identify those that can significantly enhance workflow efficiency and quality.
Looking ahead, they aspire to develop their artificial intelligence solutions. However, their initial focus is on identifying and exploring existing AI technologies that can streamline the company’s operations.
“These tools are accessible to anyone. The landscape is constantly evolving, with new solutions emerging daily. Currently, no single tool can address all needs, so it’s often necessary to combine two or three AI solutions to achieve a specific goal and then evaluate their effectiveness. My primary role now involves research and development,” he explained. Undoubtedly, the rapid advancement of AI necessitates a vigilant watch on emerging technologies.
He admitted that his position is currently uncommon but predicted it would soon become standard in the audiovisual industry. “I believe we’re pioneers in establishing this new role, dedicated to researching, monitoring, and overseeing the integration of artificial intelligence tools into audiovisual production. While I’ve already observed AI tool usage within the Banijay group, I’m confident that many more companies will adopt these technologies shortly,” he stated. He added that Endemol Shine Boomdog unquestionably demonstrated innovation by taking this initiative.
He emphasized that AI is not a universal solution for audiovisual production. Careful consideration is required to determine its appropriate applications. The company recently launched a podcast featuring a reality show that incorporated video and audience interaction. This project successfully leveraged several AI tools.
“We employ AI from the initial set design, which we developed using AI-generated sketches and images, to the creation of numerous challenges within the show’s competition. Our AI applications span image, video, music, and voice generation. While not every production is suitable for such extensive AI integration, certain projects benefit immensely. This approach yields highly efficient, rapid, and superior quality results—achievements previously deemed impossible.”
Post-production involves handling vast amounts of content and information in content management, especially for reality shows. The need to filter through extensive video footage highlights the value of AI. “We’re working to leverage AI to streamline this content filtering process,” he noted.
He commented that his primary role involves monitoring the emergence of new tools and functionalities.
“AI has made astonishing progress in just one year. While some video generation options aren’t quite ready for prime time yet, others are already starting to be practical. The industry’s landscape has transformed dramatically in the past twelve months. There are now countless tools available. When Sora was released, we were stunned, realizing it would be a game-changer. Given that Sora wasn’t publicly accessible, we assumed other companies were lagging. However, within six months, the competition caught up. It’s an incredibly rapid evolution, and we can’t predict where it will lead. The pace is truly breathtaking,” said Obieta, who has held the position for four months.
Endemol Shine Boomdog, according to its AI director, is also addressing concerns surrounding artificial intelligence, particularly ethical and legal implications. The company aims to operate within a clear legal and ethical framework. While developed countries are actively debating regulatory measures, much remains to be understood.
“Artificial intelligence raises concerns, and we aim to collaborate closely with clients, ensuring transparency about our adherence to emerging AI regulations,” he stated. “AI is imperfect. We must distinguish between what is moral and immoral, ethical and unethical. Our role extends beyond tool implementation to consider moral and legal implications.”
For the rest of 2024, Obieta and his team aim to explore the full potential of AI, given its vast array of applications. “We’re particularly interested in developing an AI solution that optimizes our production workflow,” he stated.
In his additional role as director of Production, he oversees both the creative and technical aspects of productions. “This position might be less familiar in Mexico but is widely recognized in Spain. It entails ensuring the aesthetic and quality standards of all audiovisual productions,” he explained.
