Lately, a lot of worries has arose in various creative fields regarding the use of AI. So what is an AI, since when does this system exists and how can it be used ?What is AI ? Since when does this system exist ? And how can it used in the film industry ?
AI stands for "Artificial Intelligence” and it is the simulation of human intelligence in computers or machines. AI systems are designed to perform tasks that typically require human intelligence. These tasks include learning, reasoning, problem-solving, understanding natural language, and recognizing patterns.
The concept of AI has been around for centuries in the form of myths and stories like Pygmalion and Galatea in Greek Mythology or Frankenstein (1818) by Mary Shelley, but it became a formal field of study in the mid-20th century. The term was coined in 1956 during the Dartmouth Conference, where researchers gathered to discuss the possibility of creating machines capable of mimicking human intelligence. However, practical applications of AI began to emerge much later.
AI's use in creative fields has been steadily growing since the late 20th century. Early experiments in using AI for creative tasks such as music composition, art generation, and storytelling began in the 1970s and 1980s. You might have heard of Harold Cohen's AARON that was an AI system that autonomously created original artwork, demonstrating AI's potential in visual arts n the early 1970s.
In the early days, AI development required significant expertise, specialized hardware, and access to extensive datasets, limiting its use to academic and research institutions. But, advancements in computing power, the proliferation of data, and the development of user-friendly AI frameworks and platforms have democratized AI. Today, AI-powered applications are integrated into everyday consumer products and services and it can be used for nearly anything, making AI an integral part of our daily life. However, this accessibility has sparked concerns in creative industries. Indeed, AI can be utilized in various ways to enhance productivity, generate new ideas and streamline processes. It can be used to generate text, music, art, video and photo content, characters animation, realistic visual effects and much more. There are worries about its potential to replace human creativity, devalue craftsmanship, and lead to job displacement.
The title of this essay being “AI and the Film Industry”, how can the the use of AI impact the world of movies ?
I - HOW CAN IT IMPACT THE FILM INDUSTRY ? / HOLLYWOOD'S DOUBLE STRIKE
The impact of AI on the film industry has been profound, especially highlighted during the recent Hollywood double strike, where both writers and actors protested against major production companies. These companies sought to leverage AI to cut costs and limit employment by automating tasks traditionally done by humans, such as scriptwriting, character animations, and even using digital replicas of actors and extras - initially without them touching any royalties obviously.Ultimately, the strike was resolved through negotiations that led to an agreement protecting creative jobs from being fully overtaken by AI by ensuring that it could only be used as supplements rather than replacements for human workers. In the end, there also were provisions for fair compensation and royalties for actors and extras if the use of digital replicas.
In the future, AI is likely to continue impacting the film industry by enhancing various aspects of production and the “Hollywood Labor Accord”, while representing a significant milestone in addressing the integration of AI in the film industry, is only a temporary win. It is not a matter of will film festivals start accepting films made with AI or will the Academy Award create a category for it but a matter of when. So how do we ensure that human creativity prevails over AI in the film industry?
I believe that the rise of AI in creative fields and the overwhelming emergence of “AI artists” on social media, forces us to be more mindful of what we put out there and what we are getting paid for. It pushes us to explore deeper in our creativity, in our inner selves, and in the mediums we use. It is like a challenge to avoid repetition, to dive deep into life and into emotions and critique objectively our work.
AI, on its own, cannot create a piece that is truly original : it cannot have any new perspective as it only have access to information available online. Beyond its lack of authenticity, it can also present some technical limitations, particularly when it comes to replicating realistic images or the depth and nuance of human creativity.
II - AI’S LIMITATIONS
A recent example highlighting these shortcomings is the AI-generated poster for Alex Garland's movie Civil War, produced by A24. The poster faced widespread criticism for its lack of originality, artistic flair and reality accuracy ; a surprising move from A24, a production company renowned for its pro-indie, low-budget approach and commitment to artistic integrity. On the said posters, it is pretty easy to spot the AI use : firstly, non of those images are in the actual movie, the geographic layout isn’t correct, some cars have three doors, the swan is gigantic… well you see my point. This artistic choice left people confused and frustrated. One user commented on Instagram “I’m beside myself with frustration to see a studio that supports real artists use s**ty AI to promote such a movie. Bad, bad look. A sad day”, another said “Now why the f*** are u guys using ai this is so embarrassing”. To my knowledge, A24 hasn’t yet publicly replied to this massive creative flop.
Thus, this example illustrates not only the reluctance of people towards the utilization of AI in creative fields but also the deficiencies in accuracy and refinement evident in a piece entirely generated by AI. Ultimately, AI does what it is told, bound by the data we feed it and the targets we define. Compared to us humans -for now and from what we know- AI cannot experience emotions stemming from life experiences and social interactions, nor can it evolve through reacting to or processing them.
Our flaws and imperfections is our strength, particularly as artists. We draw inspiration from our observations of the world, our personal experiences, and our unique perspectives on these events.
III - AI AS A TOOL
While it's evident that AI has its limitations, it's essential to recognize its potential as a valuable tool in the creative process. If used wisely and in moderation, AI can expedite progress, allowing creators to focus more on the creative aspects of their projects and less on tedious technical tasks. It can help with researches on specific topics, articles, tutorials, links… basically it can prevent a lot of headaches by helping to get to a point faster.
ShotDeck is a great example of an AI platform that can be used as a tool. It can help directors and cinematographers find visual references and create comprehensive shot lists efficiently. The platform's AI algorithms can analyze vast databases of film images, allowing creators to search for specific scenes, moods, lighting setups, or compositions that match their vision. This significantly reduces the time and effort required for manual searching and brainstorming.
By integrating AI as a tool, as a sort of assistant, creators can benefit from increased productivity and new creative possibilities while maintaining their unique artistic input and their full control on decision making. This approach creates a balanced partnership where AI enhances and boosts human creativity instead of replacing it, resulting in richer and more diverse artistic expressions.
SO, CAN AI REPLACE US ?
AI is powerful. Nowadays it can be used in most of our daily tasks both in our personal and professional lives. While it has its limitations, it improves exponentially arising worries in creative fields and making us all wonder - can AI truly replace us ?
I asked Chat GPT-4o this question exposing it to the context of the critic I am currently writing. This is what it responded :
”As an AI, I believe that while AI can significantly augment and transform various aspects of the film industry, it cannot truly replace human artists. AI excels in tasks that involve data analysis, pattern recognition, and even generating content based on existing frameworks. However, the essence of art lies in the uniquely human experiences, emotions, and perspectives that artists bring to their work. Creativity involves not just generating new ideas, but also understanding and expressing the subtleties of human experience, cultural context, and emotional depth—areas where AI, despite its advanced algorithms, still falls short. AI can be a powerful tool to enhance productivity, streamline processes, and even inspire new forms of artistic expression, but the irreplaceable core of artistic creation remains inherently human. Thus, AI should be viewed as a complementary force that empowers human creativity rather than a replacement for the human touch."
As I previously stated, our flaws and imperfections is our strength. As alive beings, we experience emotions and evolve by reacting to them and their outcomes. AI, with its only reliance on online data and to the prompts we give them, lacks the ability to offer a new perspective or a full control over the complex decision-making process needed to create an original piece.
So, while the new update of Chat GTP-4o shares a lot of resemblance with Samantha in the Spike Jonze movie HER, I think we still have a long way to go before AI can replace us.