Not only society, but also the film industry is increasingly dividing into two groups. On the one hand, there are those who are enthusiastically trying out new technologies and increasingly integrating them into their work processes. The others have hardly had any contact with AI and therefore underestimate the opportunities and benefits. The public debate often focuses on risks and thus ignores global developments. Even in the creative industries, AI should not be discussed solely from a legal perspective. We cannot escape the developments anyway. Today, we present the five most important areas of the film industry in which artificial intelligence is already having the greatest impact.
Development
Artificial intelligence is already revolutionising script development and pre-production. AI-supported tools analyse scripts for narrative strengths and weaknesses, suggest alternative storylines or even generate independent scripts. This can significantly shorten the development time, especially in series production or heavily formatted genres such as crime thrillers or sitcoms. AI is also finding its way into casting: digital avatars or AI-supported voice synthesis make it possible to test actors virtually or lip-sync dialogue in different languages. These new technologies open up creative scope for filmmakers, but also raise questions about copyright and authenticity.
Production
Artificial intelligence is increasingly optimising technical and creative processes in film production. AI-controlled cameras analyse scenes in real time and automatically adjust image composition or lighting, which is particularly beneficial in virtual productions and LED stage shoots. With the Production Executive Networking on Thursday, 6 February 2025 at Plazamedia in Munich, these production techniques will be presented. Deepfake technologies and digital doubles make it possible to virtually rejuvenate actors, adapt their performances or even create completely synthetic actors. Motion capture and CGI also benefit from AI by interpreting and animating movements more realistically. While these technologies make production processes more efficient, they also present the industry with ethical and legal challenges in terms of authenticity and changes in the labour market.
Post-production
Post-production benefits enormously from AI-supported technologies that speed up editing processes and expand creative options. Artificial intelligence optimises editing by automatically selecting the best takes or compiling scenes based on emotional parameters. AI-supported image and sound editing enables impressive VFX, from photorealistic digital backgrounds to lifelike animations. Especially in the field of localisation, AI is fundamentally changing the industry: automatic synchronisation and lip-synchronous language adaptations in different languages make international releases faster and more cost-efficient. These developments significantly increase productivity, but also raise questions about creative control and authenticity.
Distribution and marketing
Artificial intelligence is changing the way films are distributed and marketed. Streaming platforms rely on AI algorithms to create personalised recommendations and target viewers. In marketing, AI-generated trailers and posters enable data-based optimisation for different target groups, while automated social media strategies dynamically adapt and distribute content. The analysis of audience trends is also becoming more precise thanks to AI, enabling film distributors and producers to recognise at an early stage which content is particularly promising. While these technologies increase the efficiency and reach of films, they also raise questions about the influence of algorithms on creative decisions and cultural diversity.
Management and administration
Artificial intelligence also ensures greater efficiency in the administrative and organisational areas of the film industry. AI-supported planning tools optimise shooting schedules, coordinate budgets and analyse production risks in real time. Automated contracts and licensing processes speed up legal procedures, while AI-based financial models help to make more informed investment decisions. Smart assistance systems also enable more precise audience analyses, giving production companies and distributors better insights into market potential. These developments significantly reduce administrative costs, but at the same time raise questions about data protection and the transparency of algorithmic decisions.
Legal and ethical challenges: New questions in the AI-powered film industry
With the increasing integration of artificial intelligence in film production, complex legal and ethical questions arise. Who owns the rights to an AI-generated script or a digitally created character? How can actors and creatives be protected if their faces, voices or stylistic devices are reproduced without their consent? The risk of manipulation through deepfake technologies also raises questions about the authenticity and credibility of audiovisual content. There are also concerns that AI-supported automation could displace traditional jobs in the film industry. The industry is faced with the challenge of creating a regulatory framework that enables innovation but also upholds copyright and ethical standards.
Keep a close eye on the opportunities!
Yours
Markus Vogelbacher - and the Ensider:Team