Ed Ulbrich on Moonvalley's Ethical AI in Visual Effects

Ed Ulbrich, a seasoned visual effects expert, is known for his work on iconic films like 'Top Gun: Maverick,' 'Black Panther,' and 'The Curious Case of Benjamin Button.' Recently, he joined Moonvalley as head of strategic growth and partnerships, bringing his extensive experience to the forefront of AI in visual effects.

Moonvalley is renowned for its AI tool, Marey, which uses only fully licensed materials, ensuring ethical and legal compliance. This approach sets it apart in an industry grappling with the ethical implications of generative AI.

'When I joined Moonvalley, I was drawn to their commitment to ethical AI,' Ulbrich explains. 'The technology is powerful, but it's crucial to use it responsibly. Marey is built on a foundation of licensed data, which is essential for major studios and brands.'

Ulbrich's journey through the evolution of visual effects has been marked by significant milestones. He recalls the early days of computer graphics in the late 1980s and early 1990s, when the technology was in its infancy. 'It was a time when computer scientists and art directors had to work side by side to make CGI work,' he says. 'Now, we have tools that are accessible and user-friendly, thanks to advancements in AI.'

One of Ulbrich's most notable projects, 'The Curious Case of Benjamin Button,' was groundbreaking for its use of machine learning and computer vision to create a digital character. 'It was a slow and labor-intensive process, involving hundreds of people and years of production,' he recalls. 'But with AI, we can now achieve similar results much faster and with fewer resources.'

Moonvalley's AI tool, Marey, represents the next generation of visual effects. It allows filmmakers to create entire frames in real-time, significantly reducing production time and costs. 'In the past, creating a character like Benjamin Button required a team of 200 people and two years of post-production,' Ulbrich notes. 'With Marey, we can do the same work with a fraction of the resources.'

The film 'Here,' directed by Robert Zemeckis, is a prime example of AI's potential. The movie features Tom Hanks in various stages of his life, from 17 to 85 years old, all created using generative AI. 'It was a massive undertaking, but with AI, they were able to complete it with a team of 50 people and a budget of $50 million,' Ulbrich explains.

Ulbrich is optimistic about the future of AI in the entertainment industry. 'AI is not a threat, but a tool that can enhance creativity and efficiency,' he says. 'It's important to approach it with a sense of responsibility and ethical consideration.'

As the industry continues to evolve, Moonvalley's commitment to ethical AI sets a new standard. 'We're not just creating technology; we're setting a precedent for how AI can be used in a responsible and sustainable way,' Ulbrich concludes.