The use of artificial intelligence (AI) in the film industry was a central topic at the Industry@Tallinn & Baltic Event, part of the Tallinn Black Nights Film Festival on November 29, 2023. A panel titled “Moving Forward With AI: Beyond Constraints. Future Scenarios for European Film Productions & Business” gathered industry experts to explore how AI can enhance creativity and improve various production processes. The discussion emphasized the necessity of implementing best practices and regulatory guidelines to harness AI’s potential effectively.
Moderated by Kristen Davis, former IT and innovation director at the New York Times International, the panel featured insights from director-producer Matt Szymanowski, AI expert Maciej Zemojcin, and screenwriter Katri Manninen. Szymanowski is currently in post-production on his hybrid dystopian film, Captive Mind, and is also directing the documentary A Human Future, which investigates the global AI boom. Manninen is known for her work on projects like Codename: Annika and Shadow Lines.
Davis opened the session by asserting that integrating AI into the film industry will necessitate significant changes in skillsets, mindsets, and processes to achieve “augmented creativity.” Manninen shared her perspective on the differences between utilizing AI and traditional human creativity. She stated that while AI can assist with tasks such as organizing notes or formatting text, she avoids using it for generating ideas or co-writing. “I use AI for everything but writing so I can focus on storytelling — and rise above the generic,” she explained.
Manninen noted that while AI can quickly produce content, it often lacks depth and originality. She suggested that filmmakers provide AI with clear parameters, such as genre and character roles, to enhance the quality of AI-generated outputs. However, she cautioned that AI can only provide a general overview and may produce inaccuracies, emphasizing the importance of thorough fact-checking.
Szymanowski compared the impending transformation in the film industry due to AI to previous technological advancements, such as the transition from silent films to “talkies.” He encouraged industry professionals to engage directly with AI tools to better understand their implications, stating, “The future of cinema is hybrid.” He highlighted potential benefits of AI in filmmaking, including increased efficiency and cost savings. He projected that using AI could reduce post-production timelines by 25-40% and cut team sizes by 40-60%, potentially saving between $120,000 and $300,000.
Joining the discussion remotely from Barcelona, executives from Artefacto Studio, including CEO Anna Giralt Gris and co-founder Jorge Caballero, expressed concerns regarding the ethical implications of AI. They referred to Guillermo del Toro’s statement, “I’d rather die than use generative AI,” highlighting the ongoing debate within the industry about the role of technology in creative processes. They characterized the current era of AI as a paradigm shift, moving from a linear production process to one that is iterative and continuous, allowing for real-time narrative and visual testing during production.
Zemojcin, who identifies as “the film AI guy,” urged attendees to embrace the changes AI brings, declaring, “If you are not ready for this shift, this will not shift for you.” He argued that the traditional terms “film and TV industry” are outdated, advocating for the new term “technology storytelling.” He stressed the importance of maintaining an emotional connection with audiences, stating, “Authenticity is a value in the age of fake content.”
In a unique twist, Zemojcin showcased an AI agent he created that uses the voice of the legendary Charlie Chaplin to offer insights on best practices and risks associated with AI in filmmaking. The AI agent emphasized the need for transparency about AI usage, consent, and fair compensation for individuals whose likenesses are utilized in AI-generated content. The agent concluded, “The future of film will be decided by which side wins the close-up,” underscoring the ongoing struggle between technology and traditional artistic integrity.
As the film industry grapples with the integration of AI, the discussions at the Tallinn event highlight both the challenges and opportunities that lie ahead. The balance between innovation and preserving the essence of storytelling will shape the future of cinema as professionals navigate this evolving landscape.
