The film world is experiencing a complex shift in its relationship with artificial intelligence, as studios and filmmakers navigate the technology’s potential and challenges.
Recent Oscar-nominated films have thrust AI into the spotlight, revealing both its promise and controversy. “The Brutalist” and “Emilia Pérez” used AI voice enhancement technology to improve actor performances, sparking immediate debate in Hollywood.
Major celebrities like Robert Downey Jr. and Glenn Close have voiced strong concerns about AI’s impact. Some productions have even started adding “no AI” disclaimers in film credits, similar to animal welfare statements.
However, a different perspective is emerging, particularly in international filmmaking. Scott Mann from AI company Flawless notes an “incredible undercurrent of excitement” among filmmakers about AI’s potential, despite public hesitation.
Innovative technologies are pushing boundaries. Flawless is developing “immersive dubbing” that adjusts actors’ lip movements for different languages. Director Tom Tykwer recently used this technology for “The Light,” creating an English-language version for international markets.
International film markets appear more open to AI integration. Films like the Argentine horror “The Witch Game” and Polish biopic “Putin” have successfully utilized AI for voice recreation and facial replacement. Michael Roesch of Kinostar suggests these AI elements can even attract international audiences.
Concerns remain about potential job losses and artistic integrity. Debra Chin, a former Netflix international dubbing director, warns that corporate interests might prioritize technological efficiency over creative considerations.
The technology also raises environmental questions. AI data centers consume significant electricity and water resources, adding another layer of complexity to its implementation.
Industry experts like David McClafferty advocate for balanced approaches. Collaboration between studios and talent unions, such as SAG-AFTRA’s current agreements with AI companies, could help ensure technology enhances rather than replaces human creativity.
As the film industry adapts, AI’s role continues to evolve. While Hollywood initially responded defensively, international markets are demonstrating that careful, thoughtful AI integration might ultimately enrich the filmmaking process.
