Edward Saatchi: Pioneering Generative AI in Entertainment
Edward Saatchi, one of the co-founders of Oculus Story Studio, carries a unique perspective shaped by both triumph and failure in the rapidly evolving realm of technology. Having witnessed the rollercoaster journey of virtual reality (VR) entertainment, he now sets his sights firmly on a new frontier: generative AI. Saatchi’s journey, punctuated by an Emmy win for one of Oculus Story Studio’s animated features, also highlights the stark realities of public interest and market demands, culminating in Meta’s decision to close the studio in 2017.
Despite being at the forefront of VR, Saatchi recognizes that the initial hype surrounding the technology did not translate into long-term engagement or sales. This sobering realization has fueled his resolve to explore new horizons with Showrunner, a generative AI platform that is poised to redefine engagement in entertainment through interactivity and user-driven content creation.
The Transition from VR to Generative AI
Saatchi’s pivot to generative AI isn’t merely a career shift; it represents an evolution in thinking about content creation and audience interaction. At Showrunner, users can engage with AI to craft personalized animated videos tailored to their preferences. Hosted on Discord, the platform empowers users to select characters, art styles, and write prompts for narrative scenes.
For instance, imagine wanting to see a conversation between Elon Musk and Sam Altman about innovative solutions for homelessness. With Showrunner, this scene can be generated, albeit with a distinctive style reflective of the platform’s existing catalog, such as "Exit Valley," a quirky mix reminiscent of shows like "Silicon Valley" and "Family Guy." The character voices, while generated by AI to mimic their real-world counterparts, often exhibit a mechanical stiffness, serving as a reminder of both the innovation and limitations that accompany generative technologies.
While the service currently operates on a free basis, Fable, the company behind Showrunner, has plans to monetize it, potentially charging subscribers between $10 to $20 per month. The ambition is clear: to enable users not only to consume content but to become co-creators in their entertainment experience.
Insights from Past Experiences
Reflecting on his time at Oculus, Saatchi recognizes that the experience was one marked by overconfidence about VR’s impact on the industry. “After we were acquired by Meta, we felt invincible,” he recalls. “We believed the traditional forms of media were outdated and that we were the harbingers of a new age in storytelling.” However, the reality proved starkly different; the ambitious projects did not resonate with audiences in the ways anticipated, leading to a stark realization that perhaps the vision was misguided.
This experience has instilled in Saatchi a deep understanding of what audiences genuinely crave in storytelling. His contradictions in engagement, oscillating between passivity and interaction in VR experiences, highlighted a foundational issue: audiences wanted a more intuitive, engaging form of entertainment that resonates with their needs.
Building a New Narrative Experience
Saatchi’s initial foray into generative AI was inspired by a technical challenge encountered when developing a VR adaptation of Neil Gaiman’s children’s book, "Wolves in the Walls." The goal was to create a character, Lucy, who could interact with audiences in a meaningful way. However, the limitations of canned dialogue underscored a larger ambition: the desire to develop an AI-driven character with depth and agency capable of responding contextually and dynamically.
This quest led Saatchi to collaborate with experts from OpenAI, exploring the boundaries of what an interactive character could be. The realization that characters should inhabit a world with depth—one that extends beyond a mere script— formed the foundation of Showrunner’s philosophy. "Characters are only as vibrant as their world allows them to be," he explains, emphasizing the importance of context in storytelling.
Through his experimentation, Saatchi came to understand how generative AI can facilitate new forms of entertainment that differ from traditional narratives. For instance, Showrunner’s attempts at creating unlicensed episodes of "South Park" showcased both the potential and challenges of AI-generated content. While the visual style could be mimicked, the comedic nuance and character chemistry—hallmarks of successful storytelling—eluded the platform, further refining Saatchi’s vision of a user-driven model that empowers creativity.
The Future: A Playground for Content Creation
With a vision likened to being the "Netflix of AI," Saatchi imagines a world where Showrunner evolves into a dynamic platform for creative expression. He sees potential not just in deploying generative technologies for entertainment but in fundamentally transforming how stories are crafted and shared. The platform’s foundation is built on the belief that true engagement arises when audiences actively participate in the storytelling process, creating a playground for creativity.
In Saatchi’s view, the intersection of generative AI and interactive storytelling heralds an evolution in the entertainment medium. As he puts it, the future of AI in entertainment won’t just aim to replicate existing models but to create “playable” experiences that allow users to explore narratives in ways previously unimaginable.
Addressing the Concerns of Job Displacement
A valid question surrounding the rise of generative AI in entertainment is its impact on employment within creative fields. Saatchi acknowledges that while technology inherently evolves and changes job landscapes, his vision for Showrunner centers around collaboration rather than replacement. He emphasizes that generative AI should enrich, not diminish, the creative process.
"We’re not trying to diminish the role of human artists," Saatchi states. "In fact, we want to work alongside them to create something better." By employing human artists to develop visual assets, Showrunner aims to blend the efficiency of AI with the depth and nuance that human creativity provides.
Saatchi is particularly wary of ventures that prioritize cost-cutting over artistic integrity. “What good is a tool if it only seeks to reduce expenses? People will not flock to cinema because they heard it was produced cheaply. They seek quality, authenticity, and connection.”
Collaborations on the Horizon
Looking ahead, Saatchi envisions Showrunner collaborating not only with major studios like Disney but also empowering independent creators. The potential to license projects to Showrunner opens up new avenues for revenue, allowing creators to earn a share based on user engagement with their content. This model could significantly reshape the economic landscape for independent filmmakers, enabling them to monetize their creativity in ways that resonate with audiences.
Saatchi likens this vision to platforms like Roblox and Fortnite, which encourage user-created content and foster community engagement in meaningful ways. However, he confronts the reality that, unlike many free-to-play models, Showrunner will require a subscription fee—a factor that could alter user engagement dynamics.
The Creative Community’s Reaction
The reception of platforms like Showrunner is complex. While some creatives may feel enthused by the prospects of collaborative storytelling, others may express concern over ownership rights and the potential exploitation of user-generated content. Saatchi has acknowledged these concerns and is eager to approach them thoughtfully.
By establishing frameworks that honor creators’ contributions while leveraging the power of generative AI, Saatchi aims to strike a balance between innovation and ethical practices in content creation. “Our focus is on building a community that values and rewards creativity, rather than treats it as a commodity,” he asserts.
Conclusion: A New Horizon in Entertainment
Edward Saatchi stands at the forefront of generative AI as the next frontier of entertainment. His journey, rooted in experiences of failure and insights gained from the rise and fall of VR, has informed a vision for a more interactive and user-driven storytelling landscape.
Showrunner represents an evolution of entertainment, where audiences transition from passive consumers to active creators. This new paradigm isn’t just about technology; it’s about redefining the connection between creators and their audiences, fostering a landscape rich in collaboration, experimentation, and innovation.
As the world of entertainment continues to evolve, Saatchi’s optimism serves as a beacon of hope for what lies ahead—a future where creativity knows no bounds, and storytelling becomes a shared journey between the creator and the consumer.
