THE IMPACT OF AI-DRIVEN VIDEO EDITING ON THE PERFORMANCE OF VIRTUAL PRODUCTION STUDIOS: THE MODERATING ROLE OF RESPONSIBLE TECHNOLOGIES

Abstract

The purpose of this paper is to explain how AI-based video editing impacts the performance of virtual production studios, with responsible technology acting as a moderating factor. Drawing on input from a survey of creatives, technicians, and senior staff within these studios, the article employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to explore the relationships between AI-driven video editing, responsible technology, and studio success. The study utilizes the Technology-Organization-Environment (TOE) model to provide a theoretical framework at the organizational level, emphasizing the significance of responsible technology distinct from environmental concerns. Findings indicate that AI-led creative enhancements, quality improvements, and real-time editing significantly contribute to the performance of virtual production studios. The position of these technologies within the system also supports their resilience. Furthermore, the research underscores the importance of responsible technology in promoting sustainable efficiency and productivity in today’s fast-paced media and entertainment industry. Data production companies may need to invest not only in AI-enabled high-end editing systems but also in adhering to norms and regulations rooted in transparency, fairness, and ethical considerations regarding technology application. To propel this initiative, regulators and industry organizations could establish quality and ethical standards or responsible guidelines similar to those found in other creative industries. This would help find a better balance between the push for innovation and the need for stakeholder trust.