AI Business, Creativity and Jobs Take Center Stage at HPA Tech Retreat: 'What We're Trying to Be Is Pixar'

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AI Business, Creativity and Jobs Take Center Stage at HPA Tech Retreat: 'What We're Trying to Be Is Pixar'

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Published in Media and Entertainment on Friday, February 21st 2025 at 19:24 GMT by Variety

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The HPA Tech Retreat, an annual event in Palm Springs, California, has evolved into a significant gathering for the media and entertainment industry, focusing on AI, business creativity, and job implications. This year's retreat highlighted the industry's shift towards AI, with discussions on how AI can enhance creativity rather than replace human jobs. Mark Schobel, president of HPA, emphasized the event's role in fostering innovation, likiting it to Pixar's approach to creativity. The retreat featured various sessions, including a keynote by futurist Gerd Leonhard on AI's impact on society, and a session on AI's role in content creation, exploring both the opportunities and challenges. The event also addressed the integration of AI in workflows, the potential for AI to augment rather than supplant human creativity, and the need for the industry to adapt to these technological advancements while maintaining ethical considerations.

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