26 Jun 2023
Artificial intelligence is emerging as a powerful tool across industries to make work more efficient, and sometimes more effective. We’re not going to lie – like many others in the creative industry, the advance of AI is a bit daunting.
However, while AI offers undeniable benefits, we can’t forget the human touch.
So what are the benefits of AI – and can humans do better? Will it make film production companies redundant, or is it more nuanced than that?
Script suitability for the audience
AI technology can provide invaluable assistance in assessing script suitability and audience engagement. Natural Language Processing (NLP) algorithms can analyse scripts, identifying elements such as pacing, plot structure, character development, and dialogue. AI-powered tools can assess the potential audience engagement by analysing sentiment, tone, and language patterns, providing valuable insights for script development and refinement.
But you need to have an understanding of who your client and audience are, to ensure that you are giving the AI tools the right information. Clients often have specific visions, messages, or objectives they wish to convey through their films. We engage in meaningful conversations, actively listen, and empathise with clients’ desires. This level of understanding and collaboration ensures that the final product aligns with the client’s vision and resonates with the target audience.
Production and editing
AI technologies offer immense potential for streamlining production and editing processes, saving time and enhancing efficiency. For instance, computer vision algorithms can analyse footage, automatically sorting and tagging scenes based on visual cues, making the editing process more efficient. AI-powered software can also assist in colour grading, visual effects, and audio enhancement, making it all a bit quicker.
To be honest, that sounds great. But you will still need to watch, review and assess the film to ensure that it’s what will work. Because what is structurally ‘correct’ according to traditional film editing, might just not carry the weight of emotion that a film has to – and that people understand. Artistic choices often involve intuition, subjective judgment, and personal preferences. These subjective elements just can’t be replicated by AI algorithms, which primarily operate based on data-driven analysis and predefined patterns.
Planning
An AI tool can be great for creating schedules and callsheets, which can be fairly standard. But how often do things go entirely according to plan?
Film production is a dynamic process that requires adaptability and flexibility to navigate unforeseen challenges. We work across the country with freelancers and have so much experience to changing circumstances, adjusting the creative direction, and problem-solving on the spot. Our experience and expertise enables us to make quick decisions and find innovative solutions to overcome obstacles that AI may struggle to anticipate.
Teamwork?
While AI offers significant benefits in various stages of film production, it is essential to strike a balance between technology and the human touch. AI can provide valuable insights, automate repetitive tasks, and optimize processes, but it cannot replace the emotional intelligence, creativity, and empathy that humans bring to the table.
Artificial intelligence has undoubtedly transformed the film production landscape, but that the human touch remains at the core of filmmaking, allowing for emotional connection, understanding client needs, and the collaborative spirit that brings stories to life. By embracing AI as a partner rather than a replacement, film production agencies can harness its potential while preserving the essence of human creativity, experience and storytelling.
