Aaron Zu of Dentsu Inc. Speaks at Busan International Film Festival's 'ACFM' on Digital Humans
The 19th Asia Contents & Film Market (ACFM), Asia's largest content market hosted by the Busan International Film Festival (BIFF), was held in Busan, South Korea from October 5 to 8, 2024. Aaron Zu, Business Development Producer driving Dentsu Digital Inc.'s digital human casting initiatives, took the stage to present on the expanding possibilities of digital humans enabled by generative AI.
ACFM is a global event where experts gather for content rights transactions spanning films, books, webtoons, web novels, and stories. It brings together representatives from content sales and licensing companies, buyers, artists, and investors from around the world.
Aaron Zu's presentation focused on the Digital Human Casting initiative. This project aims to commercialize "digital humans"—lifelike, freely movable figures created using generative AI technology—as a means to overcome the challenges and limitations of traditional talent casting. This initiative was launched by a major Japanese talent agency and the Dentsu Group. Watanabe Entertainment is jointly working with Dentsu Inc. to globalize Japan's unique content, while Horipro and Dentsu Inc. are jointly expanding into the casting domain.
In his presentation, Aaron Zhou discussed the potential of "digital humans" within the casting industry and the expansion of opportunities for real talent.
"Digital humans maintain their value only when coexisting with real talent. Their value cannot be considered separately from real talent. In today's increasingly digital society, while real talent operates in traditional advertising domains like TV commercials and magazines, digital humans belong in the 'DX' (Digital Transformation) domain, such as digital signage," he stated.
The lecture also addressed challenges in traditional talent casting, such as securing popular talents' availability, travel constraints, and language barriers.
"While activities uniquely suited to real talent, such as TV commercials and events, will continue as before, digital humans can handle simpler shoots for SNS and digital media. This is expected to streamline talent management and reduce production costs. Furthermore, by making traditional Japanese content like 'Rakugo' multilingual, we can convey its value and appeal to the global market. Digital humans also contribute to expanding the opportunities for real talents." This statement drew significant interest from content experts from various countries in the audience.
At this venue hosted by the Busan International Film Festival, talent Kazune Sato, appointed as a model for Aaron Zhou's new business development, also appeared and cheered on the realization of digital humans.
As the entertainment world focuses on casting itself—with the Academy Awards introducing a new "Casting" category starting in 2026 for works released from 2025 onward—the fusion of real and digital expands the possibilities for new forms of "casting."
Related article:
https://dentsu-ho.com/booklets/647
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Atelier Yuka, Losguapos, EATME, Mon Amie jewelry, RANDA
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