The media and entertainment industry is undergoing rapid transformation, driven by technological advancements that are reshaping content production, distribution and storytelling. Recently, I sat down with Joe Pizzini, Workstation Product Marketing Manager at AMD, and Aaron Behman, Strategic Market Development Executive at AMD, to discuss the current state of the industry, the role of AI, and how AMD is positioning itself to meet the growing demands of creators and studios.
The Current State of Media and Entertainment
Thinking about the current state of VFX, animation, and broadcast, how is AMD playing a role in these industries today?
Aaron: The industry is just starting to recover from the recent artist and writer strikes, and although new projects are getting greenlit, there are concerns about fewer projects overall. With potentially fewer resources, everyone is being asked to do more with less. That’s where AMD comes in, particularly with our AMD EPYC CPUs, which are heavily used in rendering workloads. The performance from our 9004 series CPUs, with up to 96 cores, translates to significantly faster rendering times.
This efficiency is a game-changer for creative processes. For example, one of the largest content creators in the world has shared that with AMD’s EPYC CPUs, they can render scenes much faster, giving artists more time to iterate and refine their work. In a world where there may be fewer resources, having the best tools becomes crucial, and we believe AMD’s solutions are well-positioned to help the industry adapt.
The Evolution of Content Production
Where are you seeing significant changes in content production?
Aaron: One of the biggest changes we’re seeing is the distribution of talent across multiple locations. Studios are outsourcing to third parties, and in many cases, multiple VFX studios collaborate on a single feature. Having the capability to network resources and work collaboratively is a significant shift in production.
This also leads us to the incredible performance of our workstations. I’ll let Joe dive into the magic happening on the workstation side.
Joe: Exactly. It’s all about giving artists more time to explore different creative options. With fewer artists working on a project, they’re asked to generate more output with less time. That’s where our workstation technology shines, not just in CPU performance but also in expandability. You can add graphics cards or high-speed storage, making the system a powerhouse for production. This helps artists iterate faster, which ultimately results in better creative outcomes.
The Impact of Real-Time Rendering and Game Engines
How are recent technological advancements like real-time rendering and game engines impacting the VFX and animation industries?
Aaron: In-camera VFX is a perfect example of how real-time rendering is changing the game. For the past few years, I’ve been working with Epic Games to demonstrate how both Threadripper PRO and Radeon Pro support virtual production workflows. We’ve collaborated with industry leaders like Evertz, Matrox, and Arista to build an ecosystem that powers these massive LED display walls used on set.
Ten years ago, most of this work was done in post-production, with actors performing in front of green screens. It could take weeks to see the final rendering of those scenes. Today, thanks to the immense compute capability of AMD CPUs and GPUs, directors can get high-quality dailies almost immediately. This speeds up the entire production process and allows for more creative freedom on set.
Joe: To add to that, real-time rendering is also creating the need for high-end workstations on set to drive these massive LED walls. These workstations, powered by Threadripper PRO CPUs, are enabling real-time interactions between the actors and their virtual environments. The actors no longer have to imagine what’s on the green screen; they can see the actual environment they’re interacting with, which improves performance and immersion.
Democratizing Virtual Production
What operational considerations should broadcasters and VFX studios prioritize in this evolving landscape?
Aaron: We’re focused on democratizing these high-end virtual production tools. Today, setting up a large-scale LED volume is something only Hollywood can afford, but we’re working to bring those costs down to make this technology more accessible. We envision a future where even smaller studios or independent creators can set up their own virtual production environments at a fraction of the cost.
The exciting part is that this democratization isn’t just limited to filmmakers. It extends to anyone telling a story—whether it’s a high-end retailer showcasing a product in 3D or a furniture manufacturer letting customers visualize their sofas in a living room. The same storytelling technologies that Hollywood uses are becoming accessible to a broader range of industries and creators.
Joe: Absolutely. It’s not just about making these tools more accessible; it’s about enhancing productivity. High-end retailers, for instance, are using rendering tools to provide consumers with interactive experiences. This level of technology allows for mass personalization, enabling companies to create unique content for their audiences. Whether it’s filmmakers or retailers, the focus is on making these tools available to everyone.
The Role of AI in Content Creation
We can’t talk about the future without discussing AI. What are your thoughts on AI in content production?
Aaron: AI is a hot topic right now, especially with concerns about rights and the role it will play in creative processes. There’s a lot of fear around AI replacing jobs, but the reality is that AI is a tool to enhance productivity. As John Oliver said, “It’s not the lawyer who’s going to be replaced by AI, it’s the lawyer who doesn’t use AI.”
At AMD, we’re focused on enabling AI across the board. Our Instinct line of AI accelerators and CPUs are designed to handle AI workloads, whether it’s inferencing or training models. AI is already being used in content production, whether it’s automating tedious tasks like rotoscoping or helping with script refinement.
Joe: I agree. AI isn’t about replacing the human artist; it’s about freeing them from the more mundane, time-consuming tasks. For example, tasks like rotoscoping used to take hours or days of manual work. Now, with AI, it’s done in a matter of minutes. That gives artists more time to focus on the creative aspects of their work, like color correction or refining an edit. AI is essentially a tool that enhances creativity rather than replacing it.
Final Thoughts on the Future
Do you have any final thoughts on where the industry is headed?
Aaron: While we’ve been talking primarily about media and entertainment, these tools apply to a variety of industries. Whether it’s filmmakers, brands, or retailers, the ability to leverage storytelling and virtual production technology is becoming a key differentiator. At AMD, we’re excited to be a part of this transformation by making these tools more accessible and affordable.
Joe: Absolutely. The future of content creation is all about mass personalization and providing tools that enable creators to tell more diverse stories. Whether you’re a filmmaker or a brand looking to engage your audience, the tools we’re developing at AMD are designed to empower you to do just that.
Author’s Note: AMD will be partnering with Dell Technologies at NAB in Las Vegas April 5-9. Stop by the Dell Technologies booth #SL4616, where we talk to these solutions and discuss how to optimize your workflows. You can even get into the expo for free with a special code: NS8349. For more information on how Dell Technologies is enabling media and entertainment, please visit us online at www.dell.to/media.