Ana Barroso, Head of Design and Lucas Silveira, Designer, A3Data, on the rise of AI in cinema.
The rise of AI in cinema has been as fascinating as it is controversial.
Nominated for the 2025 Oscars, the musical Emilia Perez was the subject of controversy after members of the production admitted that they used technology to tune the singing of the protagonist, Karla Sofía Gascón.
Similarly, the film The Brutalist, which is also on the awards list, has been criticized for using AI to adjust the Hungarian accent of its actors.
This scenario of discussions about the use of technology sets precedents for important questions: how to balance authenticity, originality and the future of human creativity in cinema?
With so many technological advances and ease in the execution of projects, will professionals in the sector be able to reconcile innovation and art without losing the essence that makes cinema a unique form of expression?
It is undeniable that AI is definitively impacting the entire creative industry: cinema, music, design, visual arts, photography and architecture. In cinema, its influence is significant throughout the production chain involved in the creation of a film.
While the most visible and controversial aspects of AI are associated with post-production – such as visual effects, audio, and soundtracks – its impact extends to crucial steps such as scriptwriting, video editing, casting and even distribution.
The central problem, in this context, lies in the tension between increased efficiency and loss of authenticity.
On the one hand, AI can accomplish incredible feats, such as considerably reducing production time and costs, as well as enabling what was humanly impossible, such as creating new images, videos and sounds of people who are no longer alive.
A notable example of this is the series The Andy Warhol Diaries, which recreated the voice of the American artist, who died in 1987, from an AI model trained with only four minutes of audio captured in the 70s. Through generative AI, it was possible to create unpublished material with the artist’s voice, enough to narrate the entire six-episode series. The result was fascinating, proving that the filmmaker’s vision, supported by data technology, can be realized with essence and precision.
However, the impressive results of AI also raise concerns about the standardization of productions. Algorithms trained on historical data tend to replicate established success formulas, which can result in predictable and less innovative narratives, to the detriment of new ideas and more experimental genres.
The way out of this impasse may lie in the way technology is used – not as a substitute, but as a catalyst for new forms of expression, expanding narrative possibilities without ever replacing artistic sensibility.
In addition, transparency is another essential point in this discussion. The public must know when and how the technology is employed in production. In the case of the series about Warhol, for example, the recreation of the artist’s voice is clearly communicated at the beginning of the episodes, informing that the voice generated was created with the permission of the foundation that owns his work, which helped maintain the viewer’s trust. This openness is crucial for AI to be accepted as an ally, and not as a threat to the authenticity of cinema.
Therefore, it is important to highlight that AI can facilitate processes, but it cannot replace the sensitivity and intention behind a narrative. It is a fact that technology companies will certainly gain more space in the film industry, especially with the development of generative AI and tools that reduce production costs.
An example of this is the emergence of a new generation of companies called AI Entertainment Studios, which are pushing the boundaries of the entertainment industry. These companies have generative AI at the heart of their creative DNA and two major goals: aggressive experimentation and the pursuit of efficiency. These are smaller companies, willing to radical innovation, far ahead of the big studios in GenAI skill and prototyping capabilities. They also use AI to drastically reduce production costs and timelines, keeping pace with other distribution channels, such as social media.
However, it is essential to make it clear that the essence of cinema has always been to tell stories, and for this, human creativity continues to be indispensable. In the end, it’s not the tool that determines a film’s success, but rather the quality of the storytelling and its ability to connect with the audience.
Films such as I’m Still Here, also nominated for an Oscar, exemplify that technology should serve the artistic vision and not the other way around. This work mixes analog and digital techniques in order to evoke the atmosphere of the 1970s – the time when real history unfolded, proving that human creativity remains the heart of the seventh art.
In this journey of transformation, time will always be the judge of technological revolutions. We still don’t fully understand the societal repercussions of AI on the creative industry. We know that, with the intensive use of new technologies, limits are created and barriers are broken down, aiming to expand and enhance creativity. It is critical for artists, critics, academics, and data experts to discuss cultural and ethical impacts, exploring how AI can amplify underrepresented voices rather than eliminate them, thereby reinforcing the critical and connecting function of art. It is what will continue to connect us as human beings throughout history.
Therefore, it is vital to welcome the new, without losing sight of the value of the past to inspire and transform the future. After all, technology may advance, but the essence of cinema – its ability to move, provoke, and unite people – will always remain human.
