Generative Artificial Intelligence (AI) is taking the film industry by storm, with an increasing number of studios employing it to streamline effects and production processes. The technology has already made its mark by creating lifelike imaging and audio, revolutionizing how films are made. This surge in AI adoption marks a pivotal moment in cinematic storytelling, but it has not come without its share of challenges and debates.
The integration of AI into special effects was not without resistance, especially from Hollywood’s largest union, SAG-AFTRA. Two years ago, the union went on strike, in part over concerns about the impact of AI on the industry and the livelihoods of its members. However, six months after these strikes began, a three-year agreement was reached, addressing key concerns such as pay models, job protections, and setting clear AI guardrails. This marked a turning point in the industry’s relationship with AI, moving from skepticism to collaboration.
As AI continues to evolve, its applications in film are becoming more sophisticated. Voice cloning technology, for instance, has been used to enhance performances, allowing actors to sound more authentic in specific roles. In The Brutalist, AI helped make actors Adrien Brody and Felicity Jones sound more genuine when speaking Hungarian, a particularly difficult language and accent to master. Companies like Respeecher, a voice cloning effects firm based in Ukraine, have developed systems that replicate real voices, enabling more natural-sounding performances while preserving the actors’ original performances.
Meanwhile, AI is also being used to transform actors’ appearances, enabling them to appear younger or older for certain roles. In the Netflix series Pedro Páramo, AI-powered tools delivered de-aging effects at a fraction of the cost compared to the effects used in The Irishman. This significant cost reduction not only benefits studios but also opens up new creative possibilities for filmmakers. The use of AI in de-aging has become a game-changer, allowing for more dramatic and visually compelling storytelling without the exorbitant costs associated with traditional methods.
Furthermore, AI is proving to be a powerful tool in world-building within television series. In the groundbreaking series El Eternauta, AI-powered visual effects helped reconstruct Buenos Aires amid a deadly toxic snowfall. By scanning and using drone technology to capture 3D models of the city’s neighborhoods, including cars, graffiti, and people, the production team created a highly realistic virtual environment for the series. This use of AI allowed for the completion of the sequence ten times faster than traditional methods, demonstrating the technology’s efficiency and potential for future projects.
The industry’s embrace of AI has also sparked discussions about its ethical implications and the impact on employment. While some actors and unions have expressed concerns about the potential displacement of human workers, others argue that AI can coexist with human creativity, enhancing rather than replacing it. As the technology continues to advance, the film industry must navigate these challenges carefully to ensure that the integration of AI remains both beneficial and equitable.
As the debate over AI’s role in the film industry continues, one thing is clear: AI is here to stay. Its impact on the way films are made and enjoyed is profound, and its potential for further transformation of the industry is limitless. The challenge lies in balancing the benefits of AI with the need to protect the livelihoods of those who create the art. Ultimately, the future of Hollywood will be shaped by how the industry chooses to navigate this technological revolution.