In recent years, particularly since the spectacular rise of ChatGPT at the end of 2022, the intersection of artificial intelligence (AI) and the film industry has become a hot topic among professionals across the globeThis ongoing conversation gained momentum again at the Beijing International Film Festival Industry Forum, where industry leaders passionately discussed the multifaceted implications of AI in cinema.

Among the various perspectives shared, crucial points of discussion emerged: the extent to which AI can enhance the filmmaking process, the new challenges that technological advancements may bring, the current applications of AI in film, and which job roles might face redundancy due to these rapid technological changesThe dialogue ignites thought-provoking insights into the future landscape of entertainment.

Cameron Bailey, CEO of the Toronto International Film Festival, candidly expressed his views during the forum

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He emphasized the potential of AI as a tool to elevate the artistic merits of films but also cautioned against over-reliance on technology without human oversight: “AI is a great technology that can enhance art in film, but it requires human guidance because technology doesn’t always deliver the outcomes we desire.”

In aligning with Bailey’s views, Wang Changtian, chairman of Beijing Enlight Media, highlighted a critical tension that AI introduces: the potential devaluation of uniqueness in creative expressionHe pointed out, “AI represents a generalist approach; what it generates often stands contrary to individual emotional resonance and personal aesthetics.” Wang further argued that this influx of AI-enhanced production could saturate the market, making it increasingly difficult for unique intellectual properties to stand out amidst the myriad of similar offerings

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“The more common products become, the more the distinctiveness of unique IP will be valued,” he opined.

In an extraordinary leap forward, the AI-generated character Sora made waves in February of this year, captivating audiences with its lifelike video intelligenceSora is depicted walking in the bustling streets of Tokyo, radiating style and vibrancy with her fashion choices—from a sleek black jacket to bright red lipstick, all while engaging with the cityscape around herWhile the full capabilities of Sora are not yet available to the public, its unveiling has sparked intense contemplation among industry analysts regarding AIGC's (AI-Generated Content) potential ramifications for the film sector.

The sense of urgency surrounding the AI revolution was echoed by Meng Danqing, CEO of IMAX China, who predicted, “AI will arrive faster than many anticipate, perhaps within the next six months to a year.” Such forecasts align with perspectives shared by many in attendance who believe that the AI transformation will usher in a new era of high-quality filmmaking driven by technological innovation rather than merely replacing existing content creation processes.

Gong Yu, CEO of iQIYI, argued that AI’s implications might outweigh those of the internet, which has significantly altered content transmission over the past two decades

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“While the internet primarily reshaped how we access films, AIGC could revolutionize content creation itself,” he articulatedThe promise of AI could enhance production efficiency by an estimated 30% or more, particularly in animation where the industry currently struggles with output limitationsFurthermore, reducing production costs by around 20% could transform the financial landscape of a sector that often operates at a loss“Though we may not produce masterpieces, AI should help minimize the occurrence of low-quality output,” he stated.

However, the conversation about AI's disruption brought to light the risks it poses to certain job roles within the film industryInsights from Huang Jianxin, a prominent film director and head of the Xiamen University Film School, suggest that the production landscape is changing; companies are increasingly scaling back their planning teams, pointing to a broader issue of job security as a potential side effect of technological innovation

“I’m hearing from industry professionals that the planning functions are under threat, with many companies downsizing these roles,” Huang explained.

Yet, amidst these challenges lies a paradox of opportunitiesMeng Danqing contended that as the barriers to quality content creation lower, anyone can emerge as a content creator, leading to a saturated market of ideas but ultimately enhancing audience experiences“The more competition there is, the higher the quality of the content we can expect,” he noted.

Presently, various AI applications have found preliminary footing within the industry; however, as Wang Changtian cautioned, the practical outcomes of these developments have yet to fully materialize“Most AI software sees only basic application in the film sector right nowWe may need a year or two for these tools to gel effectively before their true potential impacts the industry,” he asserted

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He also admitted that AI’s current imaginative capabilities fall short of precise creative requirements, particularly in animated film where creativity plays a crucial role“AI struggles with envisioning scenes that require hyper-realistic logic, like a character leaping from one mountain peak to another—a condition manifesting limits in its capabilities,” he summarized.

To navigate this era of unprecedented technological change, it’s essential to remember that AI embodies a tool, meant to complement human creativity, rather than replace itAs AI continues to evolve, so too must our understanding and application of it within the unique demands of storytelling and artistic expressionEmbracing AI while nurturing the intrinsic skills humanity brings to the creative table will define the future of cinema, one where technology does not overshadow the human experience but instead enriches it.