Generative AI is a form of artificial intelligence (AI) that can create multiple forms of content, such as animation, images, writing, audio and code. While some view this technological shift as a promising step forward, others remain uncertain about its implications for the future of filmmaking.
The film and television industries have embraced generative AI.
Diana Riley, a recent Los Angeles Film School graduate who moved to Toronto, fears it could have negative consequences.
“I’m worried about how it could affect my industry. I just finished film school and I don’t want to have to choose a new career because film studios want to save money,” said Riley.
Many film companies have confirmed they use, or plan to use, generative AI in their projects.
Disney CEO Bob Iger confirmed in 2023 that they use AI in their projects and will continue to do so.
After an X user recorded a video of the 2023 film Prom Pact calling the company out online, Disney admitted they used AI to generate background actors in the movie.
“That’s not the right way we should be using generated AI, to replicate and replace or mimic an individual,” said Jeremy Bradbury, a professor at Ontario Tech and an expert on generative AI.
Disney also used AI to create the 2023 poster for Loki Season 2, though this was only acknowledged after a fan pointed it out, prompting the company to admit their use of AI in the process.
As far back as 2018, 20th Century Fox collaborated with Google to develop “Merlin,” an AI system designed to predict audience preferences by analysing movie trailers.
James Vincent, a journalist at The Verge, detailed this initiative, explaining how Merlin examines trailer content—such as objects and events—and correlates this data with historical audience attendance records to forecast which demographics are most likely to engage with specific films.
According to Netflix’s Help Center, the company uses artificial intelligence to personalize content recommendations for its viewers by analysing factors such as viewing history, ratings, and preferences. This system estimates the likelihood that a viewer will enjoy a particular title based on their interactions with the service, preferences of similar members, and attributes of the titles, including genre and actors.
The Positive and Negative effects on the industry
Artificial intelligence can have both good and bad effects on the film industry, affecting writing, animation, or acting.
According to Bradbury, generative AI can be an excellent tool for filmmakers who are just starting and have almost no money. The tool can be used for computer-generated imagery (CGI) that they wouldn’t be able to afford otherwise.
However, Bradbury also pointed out that when it comes to the cost of teaching AI how to do new things for the film industry it could cost companies more money to train the machines and it would be cheaper to keep artists, writers and producers around.
“It could be used as something to assist writers with writing new scripts and characters and so on,” he said, adding that generative AI could be a risk to jobs, depending on how it is used.
Another negative effect is copyright. With generative AI, films and TV shows have the power to take an actor’s voice and edit it enough to put it in the film without crediting or paying those actors.
“I’m not a legal person but most of the law around the use of this content, especially copyright content, it’s a grey area not often covered,” he said.
Vito Francis, a Seneca College film student, doesn’t trust AI.
“I’m never using it in my work and I refuse to work for a company that openly uses it with no shame. AI takes the jobs of thousands away, and I’m sorry, but I can’t use it,” said Francis.
As the film industry navigates these developments, it faces the challenge of balancing the benefits of AI technology with the need to uphold the creative integrity and employment of artists in the field.
The outcome will depend on how stakeholders adapt to these advancements and the ethical considerations they prioritize moving forward.