The Future of Filmmaking in the Age of AI: A Human-Centric Approach

Will AI Steal All Our Creative Jobs?

I've been wrestling with something lately, something I know many creatives are also grappling with: the extremely fast rise of AI in creative spaces. It's impossible to ignore. Every time I scroll through LinkedIn or Instagram, I'm bombarded with posts showcasing the latest AI breakthroughs – stunning videos, breathtaking images, all generated by algorithms. And honestly? It's depressing. And I wonder, “Is it just me?”

As a filmmaker and cinematographer, it’s hard not to feel a sense of dread. These AI-generated creations often look incredibly realistic, blurring the lines between what's human-made and what's machine-made. Reading the comments sections only amplifies the anxiety. People are quick to praise the technology, marveling at its capabilities, seemingly oblivious to the implications for human creatives or even their own field of work. I often find myself thinking, "AI is coming for your job." And the truth is, if you're in any creative field, you should be concerned. I feel like people are scared to admit this or say it out loud. But again, “maybe it’s just me?”

So, what can we do? I certainly don't expect any meaningful regulation from politicians, especially in the US. And trusting tech companies to self-regulate is just as naive. They're driven by profit and control, and they've made it clear that they're pushing forward with AI development regardless of the consequences. Some of the tech leaders have said as much: “The cat is out of the box,” “there’s no turning back now,” and one of the worst admissions: “We all need to be very concerned.” Cool.

What is the Purpose of Filmmaking?

For me, filmmaking has never primarily been about the money. Of course, I need to earn a living, but my core motivation is the act of creation itself. There's something profoundly human about transforming a blank canvas, a bare room, into something beautiful and compelling through film. But now, AI can do that too. A CEO could simply sit in front of a camera, say a few words, and AI could instantly replace the background, create a polished video, or even make a still image speak. I'm sure it's already happening.

This raises a huge question: where does that leave filmmakers like me and others, who rely heavily on commercial and corporate work? Initially, I was thinking about this from a purely personal standpoint, worrying about how AI would affect me. But then I started thinking bigger, considering the impact on the hair and makeup artists I have the true pleasure of working with, and the sound engineers, assistant directors, production assistants, rental house teams, and the countless other professionals who contribute to the filmmaking process.

When I started to think globally, about the impact on all of us in the creative field, I realized something: we won't be held back. We will find ways to keep creating. Because what AI can't replicate is the human element.

It’s About the People, Pain, Challenges and Successes

I think about the collaborations I've had on set, the 5 AM wake-up calls to load vans and drive into New York City with my crew. Sure, getting up that early isn't fun, but those drives, filled with coffee, shared stories to make the drive go by easier, and laughter, are what make it all worthwhile. It’s the challenges we face on set - no matter how big or small - that we fix as a team. It’s the wrap at the end of a project when we all have a feeling of fulfillment and pride in a job well-done…and the realization that we can finally relax! It’s the bloopers actors make that have everyone rolling. And it’s the little moments in between that will never happen again. Those are the memories I cherish, not the paychecks.

What is the Future | The Future is Now

I believe the corporate market will soon be saturated with AI-generated content. Every company will have a mass of videos on their websites, all looking the same, all based on algorithms, all lacking that human touch. I think for some content that’s great. There’s a place for AI to help companies. But I think it’s going to go too far and people may simply tune out.

There are obviously ways that AI can be used to help film production in ways that don’t necessarily mean 1 person can suddenly do the work 100 people and put tons of people out of work. It can be used responsibly to augment and complement the work being done by humans.

So, what's the solution? I believe the future lies in focusing on what AI can't do:

• Tell Real Stories: Documentary work requires people to get out into the field, film real people, conduct real interviews on location, and capture authentic narratives. Story is king, and AI can't invent genuine human experiences.

• Embrace Human Collaboration: Create your own production company, however small. Connect with other creatives, build a team, and make films together. Tell stories that are deep and rich. Tell stories that matter.

• Join the Community: Network with other filmmakers, join film groups, and build relationships.

As studios increasingly rely on AI to churn out mass-produced content, I think (and hope) there will be a growing need for human-centric production companies that prioritize real human stories. We need to create that demand. We need to show the world the value of human creativity, collaboration, and connection.