From "Black Myth" to "Nezha": How AI Technology is Leveraging a New Blue Ocean in the IP Market

According to a report by Wang Zili from Nandu, from the domestic game “Black Myth: Wukong” exploding into popularity, to the animated film “Ne Zha: The Devil Child Rises” causing nationwide celebration; from the licensed market to content creation, and then to commercial applications, China’s IP market is undergoing a phenomenal transformation.

At the scene of the Qianfan Thought Sharing Conference, photo by Wang Zili.

On March 28, the “Qianfan Think Tank - AI for IP Innovation Super Energy Field” event, hosted by Baidu Intelligent Cloud, was held in Beijing. The event brought together upstream and downstream enterprises from various fields such as education, pan-entertainment, e-commerce, AI toys, as well as IP parties and technical platforms, to discuss the deep integration trends and future development of the IP industry and AI large model technology.

Nandu reporters learned on the spot that Baidu Intelligent Cloud has launched the industry’s first “AI + IP” full-link ecological cooperation model, which will provide IP holders and B-end enterprises with one-stop services of “compliance authorization + technical tools + commercial monetization,” promoting cross-border innovation and comprehensive upgrades in content creation and value release of IP.

General Manager of Baidu Intelligent Cloud Pan-Technology Business Department Zhang Wei, photo by Wang Zi Li.

With the development of AI large model technology, traditional IP derivative businesses are ushering in more imaginative spaces and business models. “Today, the innovation of ‘IP + large model’ has, in our view, become an unstoppable trend,” said Zhang Wei, General Manager of Baidu Intelligent Cloud’s General Technology Business Department.

Specifically, IP consumption is transitioning from traditional models to “content + technology + scenarios”. The IP derivative consumption for all age groups is no longer limited to traditional derivative forms; consumers are increasingly demanding new modes of IP derivatives, which are developing towards a more refined and personalized direction.

In the highly competitive market, in addition to relying on the influence of IP itself, IP parties must also explore new derivatives forms and innovative business models in order to continue to lead the market and meet the needs of consumer segments.

The rapid development of AIGC technology has pressed the accelerator button for the development of the IP industry. On one hand, AIGC technology can provide creativity in the early stages of IP development, expand the IP storyline, and assist in the audio, animation, film, and industrialization of IP, significantly reducing the difficulty and cost cycle of IP monetization; on the other hand, multimodal AI creation quickly amplifies the derivative development of IP from a single form to the expansion of the entire industry chain, activating the value of high-quality IP and promoting large-scale content production and revenue growth.

Co-founder of Shengshu Technology, Tang Jiayu, photographed with Prince Li.

Taking the animation industry as an example, AI is reshaping the production model of the animation industry, moving from tool assistance to “creative partners.” This year during the Spring Festival, the scene where Shen Gongbao transforms into a leopard in the movie “Ne Zha” sparked heated discussions among many netizens. It was reported that this special effects shot took several months for the special effects artist to complete. Tang Jiayu, co-founder of Shenshu Technology, introduced on-site that using AI technology, this shot can be completed in just 10 seconds. “Although this effect cannot be seen on the big screen yet, we, as industry practitioners, are very confident that (AI) can achieve cinema-level effects in a very short time,” said Tang Jiayu.

Vice President of the International Animation Association Li Zhongqiu Prince Li

The Vice President of the International Animation Association, Li Zhongqiu, proposed the concept of “pan-animation” on site. He believes that the boundaries of animation have now expanded to interactive scenarios such as games, VR, and the metaverse. He also mentioned that AI technology (such as motion capture and digital twins) is driving the digital upgrade of the animation industry.

It is worth mentioning that AIGC technology is also injecting new vitality into the toy industry. Huang Haihua, CEO of Lingyou Zhixue, pointed out at the event that AI toys are transitioning from “functional” to “emotional,” requiring the integration of multimodal interaction and safe design. He also mentioned that some manufacturers have already attempted to combine IP with AI technology to develop toy products with personalized companionship features.

(Source: Southern Metropolis Daily)

Source: Dongfang Caifu Wang

Author: Southern Metropolis Daily