Public concern over AI in film often overlooks its long-standing use as a production tool. For years, machine learning pipelines have been used to enhance CGI character performances, like Thanos in 'Avengers'. This suggests audiences accept AI when it's an 'invisible' tool for enhancing quality, rather than a replacement for creative direction.
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The fear that AI will replace top artists is misplaced. The correct framing is what happens when top talent gets AI tools. A director like Steven Spielberg could potentially increase their output 20-fold for a fraction of the cost, leading to a massive increase in high-quality creative work.
While generative video gets the hype, producer Tim McLear finds AI's most practical use is automating tedious post-production tasks like data management and metadata logging. This frees up researchers and editors to focus on higher-value creative work, like finding more archival material, rather than being bogged down by manual data entry.
Hollywood has been losing film productions to cheaper locations. AI-powered visual effects could slash costs by eliminating the need for on-location filming. This could make shooting in Los Angeles economically viable again, sparking a resurgence for the city as a production hub.
Former DreamWorks CEO Jeffrey Katzenberg compares the current backlash against AI in creative fields to the initial revolt from traditional animators against computer graphics. He argues that, like computer animation, AI's adoption is an unstoppable technological shift that creators will either join or be left behind by.
ElevenLabs' CEO predicts AI won't enable a single prompt-to-movie process soon. Instead, it will create a collaborative "middle-to-middle" workflow, where AI assists with specific stages like drafting scripts or generating voice options, which humans then refine in an iterative loop.
While media coverage suggests public disdain for AI-generated ads, Coca-Cola's consumer data shows high approval scores. This highlights a critical gap between the sentiment of a threatened media industry and actual consumer behavior, suggesting audiences care more about the final product than its AI origin.
Long before the current generative AI boom, machine learning was integral to high-end VFX, such as creating the character Thanos in Marvel's 2018 film 'Infinity War'. This historical use without public outcry suggests audiences accept AI as a tool for enhancing CGI, differentiating it from concerns about AI replacing core creative roles.
As AI makes creating complex visuals trivial, audiences will become skeptical of content like surrealist photos or polished B-roll. They will increasingly assume it is AI-generated rather than the result of human skill, leading to lower trust and engagement.
The most tangible fear of AI in Hollywood isn't replacing A-list actors, who have leverage for consent and compensation. The immediate threat is to production jobs—grips, makeup—as AI enables digital reshoots and effects, reducing the need for on-set labor.
Being an "AI pessimist" means being a realist about the technology's limits. As a prime example, OpenAI—the leader in the field—used traditional, human-led analog filmmaking for its first TV commercial. This move demonstrates that AI is a powerful tool within a creative process, not a replacement for entire creative industries or human skill.
