{"id":54117,"date":"2025-09-16T09:59:32","date_gmt":"2025-09-16T13:59:32","guid":{"rendered":"https:\/\/adsknews.autodesk.com\/?post_type=news&p=54117"},"modified":"2025-09-24T18:37:28","modified_gmt":"2025-09-24T22:37:28","slug":"rewriting-the-rules-of-creation","status":"publish","type":"news","link":"https:\/\/adsknews.autodesk.com\/en\/news\/rewriting-the-rules-of-creation\/","title":{"rendered":"Rewriting the rules of creation: Autodesk\u2019s AI mission for the future of Media & Entertainment"},"content":{"rendered":"
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Griffin Animation Studios created 90-second short Phantom Sky in a third of the time it would have before MotionMaker.<\/p><\/div> <\/p>\n

The media and entertainment industry has always defied the impossible\u2014bringing dinosaurs back from extinction, making toys come alive, or convincing us a (super) hero could fly.<\/p>\n

Yet too often, the best ideas get stuck behind technical barriers, steep learning curves, and high costs\u2014barriers that can stop great stories before they even begin. But what if creating the impossible didn\u2019t have to feel so impossible?<\/p>\n

We believe AI can help more stories find their way into the world. Autodesk has been exploring that possibility for several years, developing AI for film, TV, and games\u2014tools designed to lift barriers and give storytellers the space to dream big.<\/p>\n

Under pressure, time for a change<\/h3>\n

Our industry is constantly under pressure, with rising costs, shrinking timelines, and even higher expectations. AI won\u2019t erase the pressures, but it does change how we respond. While this new era brings uncertainty, it\u2019s also unlocking capacity.<\/p>\n

In Autodesk\u2019s 2025 State of Design & Make Report<\/strong>, 55% of Media & Entertainment leaders believe AI will destabilize the industry. At the same time, 70% of those leaders believe AI will make us more creative, enhance how we work, and become essential to the future of this business.<\/p>\n

This tension isn\u2019t new. We\u2019ve been here before. Computers felt disruptive until they became essential. Cloud adoption felt risky until it transformed how we work. AI is following that same path\u2014another transformative tool that makes our lives easier and gives us more time to focus on what has always mattered the most, the story.<\/p>\n

Built for creators, powered by imagination<\/h3>\n

Autodesk\u2019s AI strategy for Media & Entertainment is straightforward\u2014build practical solutions for everyone from independent artists to major studios.<\/p>\n

At AU 2025, we\u2019re making three commitments to keep artists at the center by supporting how you work today, while delivering new solutions that help bridge you to the future.<\/p>\n

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  1. Remove the drudgery that drains creative energy.<\/strong> We\u2019re integrating AI into the digital content creation tools you already rely on to cut down the daily grind by automating repetitive tasks, while keeping you in control.\n