Although artificial intelligence remains a controversial subject in Hollywood, the technology is increasingly being used at almost every stage of filmmaking, from script development and editing to visual effects and production planning. Industry figures say AI is becoming less about replacing actors and more about cutting production costs and speeding up the creative process.
AI was one of the central issues during the writers’ and actors’ strikes of 2023, but the technology has become increasingly visible in Hollywood since then. While directors such as Christopher Nolan have warned about the risks AI could pose, some producers have begun actively incorporating it into film production.
In March, Netflix acquired AI-focused production company InterPositive, led by Ben Affleck, for approximately $600 million. The company said it had used AI technologies in around 300 productions released exclusively on its platform this year.
Meanwhile, Google DeepMind announced in June that it had entered into a research partnership worth approximately $75 million with A24, the production company behind Backrooms, to develop AI tools.
AI saves time and money on film sets
Directors say AI can offer significant advantages, particularly in scenes requiring extensive visual effects.
Director Jon Erwin said that in his latest film, Young Washington, he used AI to create a dangerous action sequence instead of filming it in real life, eliminating the need to put actors in hazardous conditions.
Netflix also used generative AI to create scenes of collapsing buildings for The Eternaut, an Argentine science-fiction series released by the company last year. Historical battle scenes featured in Netflix’s documentary series The American Experiment were also produced with the help of AI.
Netflix executives said the footage was created at half the cost and in half the time required using traditional methods.
The goal is not to replace actors
Industry representatives reject the idea that AI will completely eliminate the need for actors or directors.
Netflix co-CEO Ted Sarandos said, “Good work is still being created by great artists. AI doesn’t change that; it provides new tools to help creators realize their visions.”
Producers also believe the technology could free up resources for more original projects by reducing the cost of productions, particularly those with expensive visual effects.
Social media competition is reshaping the industry
Hollywood’s growing adoption of AI is being driven not only by pressure to cut costs but also by changing viewing habits.
According to research, users aged 13 to 54 in the US and other major markets now spend more time on YouTube than they do consuming the combined output of Disney, Fox, Paramount, NBCUniversal and Warner Bros. Discovery.
As a result, studios have begun using AI to transform older films and television shows into short-form, vertical videos that can be repurposed for platforms such as TikTok, YouTube and Instagram.
Copyright debate continues
The spread of AI has also opened a new front in the debate over copyright and intellectual property.
A realistic AI-generated video that circulated online this year appeared to show Tom Cruise and Brad Pitt fighting in Los Angeles, once again drawing attention to the issue. Disney, Paramount and the Motion Picture Association objected to ByteDance over the technology used to create the video, arguing that it infringed copyright.
Creative Artists Agency, which represents actors, says artists are no longer uniformly opposed to AI, but insists that its use must be based on three principles: consent, control and fair compensation.
A new era for Hollywood
Experts say AI has already begun a transformation comparable to the shift from traditional film to digital cameras. Producers note that digital filmmaking was initially met with resistance but eventually became the industry standard, and predict that AI will similarly become a natural part of film production.
Among those who share that view is George Lucas, creator of the Star Wars franchise. Comparing opponents of generative AI to people who once opposed automobiles, Lucas said, “You can’t stop it. The future is going in this direction.”
Be First to Comment