Despite recent labor actions aimed at curbing its influence, artificial intelligence (AI) has already made significant inroads into Hollywood, presenting an existential threat that many in the industry have long anticipated.
The Controversy in AI-Generated Content
For horror fans, Late Night With the Devil was one of the year’s most anticipated releases. The film, which embraces a ‘70s-era grindhouse aesthetic, faced backlash for using generative AI tools to create cutaway graphics, particularly an image of a dancing skeleton. This controversy almost led to a boycott before its release in March. The directors, Colin Cairnes and Cameron, justified the AI’s use by stating that humans had done additional image editing.
Similarly, A24’s Civil War faced scrutiny over AI-generated images that depicted post-apocalyptic scenes. Fans identified inaccuracies, such as the iconic Chicago Marina Towers buildings being incorrectly placed. These missteps prompted a reader on A24’s Instagram to comment, “WE DO NOT WANT THIS,” reflecting a broader sentiment against AI usage in film production.
The Quiet Adoption of AI in Hollywood
Despite public outcry, many areas of film production have embraced AI tools behind the scenes. From writers’ rooms to VFX departments, AI is being used to streamline various aspects of the filmmaking process. David Stripinis, a VFX industry veteran, notes, “There are tons of people who are using AI, but they can’t admit it publicly because you still need artists for a lot of work and they’re going to turn against you.”
David Defendi, a French screenwriter and founder of Genario, a bespoke AI software system for film and television writers, agrees. “Producers, writers—everyone is using AI, but they are scared to admit it publicly. But it’s being used because it is a tool that gives an advantage.”
The Precedent and the Future of AI in Hollywood
The backlash against AI in Late Night and Civil War may stem from the precedent it sets. If AI can replace tasks typically handled by concept or graphic artists, what’s next? Writers? VFX artists? David Kavanagh, executive officer of the Federation of Screenwriters in Europe, suggests that while AI isn’t yet a threat to screenwriters, it could significantly impact other areas of the industry, particularly in sectors like kids’ animation and soap operas.
The utilization of AI tools also affects employment in Hollywood, with artists missing out on work as productions opt for AI solutions. Kavanagh points out that certain sectors, such as dubbing and subtitling in Europe, are already facing extinction due to AI advancements.
AI’s Role in International Film
AI’s potential to change the industry is also evident in the international film market. At Cannes, XYZ Films showcased AI-translated trailers using TrueSync dubbing technology, promising high-quality English-language dubs for global distribution. Additionally, the political biopic Putin employs AI to re-create the face of Vladimir Putin over an actor’s body, with plans to use deepfake technology for extras and supporting roles.
Hollywood is at a critical juncture, balancing the innovative possibilities of AI with the ethical and practical implications of its usage. As AI becomes more ingrained in film production, the industry must navigate these challenges transparently, ensuring that the human element in storytelling remains valued and integral.
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