On December 1, Sun Bin, vice president of iQIYI, shared iQIYI's practice in the direction of AIGC at the 2023 T-Edge Global Innovation Conference.
The Wensheng graph formed on the basis of the large language model, Wenshengwen also has the ability of Wensheng, which further promotes the empowerment of AI into the "co-pilot mode". At present, in the content planning process, iQIYI uses generative AI to compress the time taken to sort out project evaluation information from hours to minutes.
On December 1, Sun Bin, vice president of iQIYI, came to the 2023 T-Edge Global Innovation Conference and brought iQIYI's AIGC practice sharing at the Innovation Trend Forum. Sun Bin said that at present, iQIYI has begun to apply generative AI in core links such as content planning, development, production, and publicity. For example, in the development process, generative AI assisted human reading, shortening the reading time from 3-4 days to about 1 hour, and the accuracy rate of dismantling the scenes and characters of the script exceeded 90%.
In Sun Bin's view, generative AI's language expression ability, creative divergence ability, and art design ability have begun to empower the entire life cycle of content production. After the large model broke through the technical bottleneck, iQIYI quickly applied generative AI. Connecting content production and audience experience, iQIYI's AIGC practice will continue to deepen.
According to the data disclosed at iQIYI's 2023 third quarter report analyst meeting, in addition to film and television content production, iQIYI also uses AIGC creative tools to help produce effect advertising creatives, with the amount of advertising in some industries increasing by 200% compared with before use, and the return on investment of advertisers using AI materials is 60% higher than that of non-AI materials.
The third stage in the future is the 'agent' model, which we believe is also an important stage for AI capabilities to truly shine in the future." Sun Bin said.
From last year to now, it was the first year of the full outbreak of AIGC, which can be said to be the first year of the big landing, a year ago, at that time, I believe that many people did not know much about the company OpenAI, as well as a series of companies behind. From last year to this year, many large companies have sprung up in this direction at home and abroad.
iQIYI has maintained a leading trend in the domestic entertainment track for nearly ten years. Large models require a large number of application scenarios,iQIYI, regardless of the content or data of the large model,After more than ten years of accumulation to the current outbreak stage,How to say,We have a unique advantage。 Today I'm going to share with you,How does iQIYI do this application,I hope to do some**。
iQIYI in the general direction,Our application is divided into two parts,The first left is in the direction of intelligent production,Everyone understands content production,That is, how to make content from idea to filming**publicity,This is the whole process of content production,It has nothing to do with the Internet and AIGC,The traditional film and television industry has been doing this for decades。
Similar to a company like iQIYI, what is the real moat?It is the original ability of content,iQIYI realized this very early,On the one hand, many years ago, we made efforts to produce original content,Second, iQIYI, as an Internet company technology company,We hope to use all new technologies for blessing,Especially the production of original content。
Our vision is to be a great entertainment company driven by technological innovation. To put it simply, iQIYI hopes to make science and technology play a full role in creation on the one hand, and secondly, as an art scene, it will in turn promote the development of science and technology, and intelligent production is this concept.
Before the arrival of the large model, we have used a considerable scale of AI technology, in the overall content planning stage, such as how to have an idea, how to make the script better, the whole life cycle of filming in the content production stage, and how to better publicize the content after it comes out, how to better do distribution, iQiyi has made a lot of attempts in this regard, and it has also been applied for a long time in our entire company, which is actually a very mature application model.
Second, as users of iQIYI, how can your experience be improved through AIGC technology and the blessing of generative AI technology? We will try different things in **, search, and even the content recommendations you see, as well as some ad experiences on our site.
Now everyone mentioned that the current popular large model is the large language model, the Wensheng diagram based on language and writing, Wensheng Wen and how to do Wensheng, this is our direction.
Let's talk about the traditional model in the industry,The overall work of the main body is still people-oriented,The small links in the middle can be replaced and blessed with AI technology,Before the arrival of the large model,iQiyi did this model a long time ago,What is the current model that is more widely used?Co-pilot mode, Microsoft has launched a variety of copilots, you will record and generate minutes after you open a meeting, and the role of people and AI complement each other, which is currently more widely used.
The third stage in the future is the mode of the agent, the overall collaboration, the AI part, which we believe is also a very important stage for AI to really shine more brightly in the future.
As I have already mentioned, we often divide content production into three stages, content planning, content production and content publicity.
Why did I write four stages, the second stage of development and production I want to subdivide it from a technical point of view, make a movie and TV series and make an animated film, the production stage comes from the script at the earliest, how to develop the script at this time, how to develop this thing, and this follow-up production to the shooting stage.
We went to Hengdian or somewhere in Beijing to start filming the whole process of production, including how to get the shooting materials on the cloud, this is the entire film and television production, the application of AI technology and large model technology in these two stages is completely different, this place is slightly separated, which is not contradictory to the three stages.
To give a few simple and specific examples, the evaluation of our scripts**, five or six or six or seven years ago, we did a variety of script evaluations, hoping that through artificial intelligence, in large text, in large pages, some judgment and decision-making on people will be extracted, and evaluation is very valuable information, so that the system iQiyi has iterated many versions internally.
Iterative to today, there is a small bottleneck before the big model really arrives, and many technical developments are not enough to deal with very complex relationships, such as the analysis of character relationships, Chinese is particularly broad and profound, sometimes some words are opposite, how to abstract this relationship more accurately.
After the big model stage, we have a new opportunity, script evaluation is a very appropriate application point for text analysis, we have achieved a lot of results recently, today time is limited, we have the opportunity to communicate together.
Speaking of pictures, iQiyi everyone knows a lot of content after opening,Content-related posters,How to do related illustrations,With AIGC technology,These generated by AI,Not only solves the problem of production capacity,And solves the real quality problem,Imagination space is completely opened,People's work mode has changed from the need to have a strong team before,Even need to outsource to do these things,It has become now machine generated,People do some creativity and review,This is a revolution in complete productivity。
Publicity**, the traditional model needs designers, everyone is not the same, how to touch users on the Internet, we have tested the waters for about a year, and the effect is very higher than expected, this is the production of publicity**. We do user growth, any platform is very important to do user growth and retention, many traditional ways we put a lot of ads and materials off the site, everyone has an experience. When you see content that is very personal and targeted at you, it is easier to impress you.
You see this way of personalization in the iQiyi station to move you, and you see all kinds of ** materials outside the station, and the same reason is more impressive to you. The various materials we put off the site as a whole can be used to generate a large number of personalized materials generated by generative AI, which completely revolutionizes our overall user growth chain.
Another point, everyone knows that iQiyi also makes the sea, we found a very interesting phenomenon, some markets for foreign content, due to the lack of sufficient translation resources, basically all the characters' lines in a drama are said by the same person. We use AI technology to pour different timbres into it, so that although it is still a person who speaks, the audience will hear different character voices in the play and will have different experiences.
Our film and television production often needs post-re-recording, and a large number of content will be cut in the later stage, in this case, from the cost consideration, AI technology can greatly improve the efficiency.
Similarly, iQIYI's derivative designs, including fan-creations, can be used to generate very creative things with AI.
Let's talk about plot comprehension. Before the big model came, we did a lot of big model plot understanding, and after this stage, we have gone through many rounds of in-depth understanding, and now the application scenarios that we can really do are very diverse.
Many high-quality movie and TV series posters have large close-ups, high design and production costs, and can be quickly generated through AI, which is very different. Different people like different actors, and if the materials presented to you in a drama are all personalized materials of the actors you like, your experience will be very different. Needless to say, the quality of the old ** is very good through AI technology.
Search experience, I'll give you a popular example of iQiyi "Hurricane". When did Gao Qiqiang turn black?Traditional search can't find you accurate through this question. After semantic understanding, we can input natural language, and it can accurately define that episode, which is something that the whole AI technology has brought to us.
Advertising production is the same as user placement,Just now iQiyi went out to advertise,This part is how we help advertisers generate a large number of very personalized ad creatives。
*In terms of experience,We see the green mirrorThis is a long-term patented product of iQIYI,We identify which are the conflict points in the plot、Climax point,There is a curve at the bottom as a prompt,Users can choose the point they want more。
Time is limited, I hope to have the opportunity to communicate more with my colleagues, thank you, thank you.