In the fast-paced world of film, Hollywood is constantly exploring new technologies, and AI is no exception. But with innovation comes responsibility, especially when it comes to the ethical use of AI in creating media. That’s where Marey, a new AI video model developed by Asteria and Moonvalley AI, steps in. It’s designed specifically for filmmakers who are conscious about the ethical implications of their tools.
Unlike many AI models that have stirred controversy for using unlicensed data, Marey is built on a foundation of licensed, carefully curated content. Named after Étienne-Jules Marey, a pioneer in chronophotography, this model aims to bring ethical AI practices to the forefront of the film industry.
Bryn Mooser, CEO of Asteria, emphasized the effort put into ensuring Marey’s ethical integrity, stating, “We used all our resources, and a vast network of creators, to make sure we have a licensed, curated generative AI model.” This initiative is backed by XTR, a documentary studio also founded by Mooser, ensuring that every piece of training data is legally sourced.
Marey isn’t just another AI tool; it’s engineered for high-end filmmaking rather than casual content creation. Moonvalley CEO Naeem Talukdar highlighted the importance of control in professional video production, saying, “Our thesis is that to make production-grade generative video viable, the key missing piece is control.” Marey offers filmmakers precise control over camera and object movements, which is essential for integrating AI seamlessly into professional workflows.
With advanced features like motion capture and video-to-video transformations, Marey allows creators to maintain the precision of traditional filmmaking. Asteria is already collaborating with directors like Paul Trillo to test these tools in real-world settings.
Moonvalley recently secured $70 million to further develop Marey, attracting talent from tech giants like DeepMind, Google, and Meta. Talukdar noted the unique approach of Marey: “Most AI models are trained on an ocean of unlicensed content, which gives them an edge in variety but creates legal uncertainty. We’re doing it differently, ensuring every pixel Marey has seen is accounted for.”
Though Marey is still in early testing, it’s already generating buzz among creators eager to get their hands on it. Asteria and Moonvalley are carefully controlling the rollout to fine-tune the model’s output, aiming for high-resolution, cinema-quality video while avoiding common pitfalls like frame incoherence.
As Marey enters the competitive arena alongside OpenAI’s Sora and Google DeepMind’s Veo, its ethical foundation sets it apart. Talukdar remarked, “This is about building an AI company that Hollywood can trust.”
Adobe’s Firefly Video Model, integrated into Premiere Pro, also aims for ethical AI use but has faced criticism over its limitations and pricing. Unlike Firefly, which enhances existing footage, Marey aims to create entirely new content.
As AI continues to evolve in video production, Asteria and Moonvalley’s commitment to ethical transparency could set new industry standards. While Marey’s future in Hollywood is still unfolding, its development marks a significant step towards responsible AI use in entertainment.
