AI and the Future of Filmmaking
There’s no denying that AI technology has provoked strong and often divisive reactions in the film industry, especially among creatives. Concerns about rightful ownership, unfair use, and the fear that these automated tools could erode the artistry behind our work are valid and deeply felt. But beyond being creatives, we’re also realists. We know that this industry doesn’t stand still, and neither can we. Meeting change with a grounded view helps us adapt, push back when needed, and shape the future instead of just reacting to it.
At Kraken Cove Productions, we’re all about staying informed. Whether you’re planning to embrace AI tools or not, we think it’s important to understand the technology—its purpose, its capabilities, and its limitations. Because one thing’s for sure: this isn’t a passing fad. The AI market is projected to hit $243 billion by 2025, and more than triple that by the end of the decade. Clients are already asking about it, and they’ll continue to. Being informed helps you navigate those conversations with confidence, no matter where you stand.
What Exactly Is AI—and How Does It Work?
We know you probably already have a working understanding of this tech, but just so we’re all on the same page: artificial intelligence (AI) refers to computer systems that mimic certain aspects of human thinking to perform useful tasks, like reasoning through a problem or automating a decision. Generative AI (GenAI) pushes things further by actually creating new content—images, text, video, even music. Both work by analyzing massive datasets, spotting patterns, and then predicting what’s likely to come next in a sequence. It’s kind of like a supercharged autocomplete…but one that’s been fed the entire internet.
What AI Can and Can’t Do for Filmmakers
Because AI systems operate by recognizing patterns and building upon their existing info bank, they’re naturally suited for tasks that follow rules, repeat trends, or involve mountains of data. That makes them really powerful tools for speeding up workflows and crunching numbers. They’re even pretty adept at offering creative suggestions when a deadline is looming and your brain’s hit a wall. But that same reliance on pre-loaded training data also limits what AI can do—especially when it comes to originality, context, and emotional nuance.
So, what does this look like for those of us in the film industry?
THE GOOD
AI thrives when there’s structure, repetition, and data to chew on. In filmmaking, that can mean speeding up routine tasks like script analysis, budget planning, or even automating portions of the editing process. Since it’s so good at processing large amounts of data quickly and accurately, it’s particularly useful for tracking multiple production schedules or sifting through hours of raw footage. AI can also be used to draw insights from real-world (or real-time) information—like assessing market trends or predicting box office success.
Its pattern recognition skills also make it a powerful brainstorming tool. Many creatives use AI to spark new ideas, explore alternate story beats and visual styles, or even just work through a mental block.
THE BAD
For all its horsepower, AI has some hard limits. The most important to remember is that this technology does not imagine or create in the way we do—it predicts. That means its “creativity” is based entirely on reworking existing material and mimicking human behavior, not inventing something new. It also lacks emotional depth or any real form of contextual understanding. It can’t grasp cultural nuances or the emotional subtleties that filmmakers rely on to tell compelling, resonant stories.
AI’s output is also highly dependent on its input, so if your prompts are vague or lack direction, you’re likely to get generic, irrelevant, and unhelpful results.
THE UGLY
While your prompts help shape AI output, it is the machine’s training data that plays a role in how reliable that information is. If the AI tool you’re using was trained on data that sources copyrighted material without permission, or reflects biased or inaccurate information, then it raises some serious legal and ethical concerns. This is especially relevant when AI is used to mimic creative work or automate parts of storytelling.
Additionally, these tools come with a real environmental cost. Running complex AI models consumes significant resources, adding to the carbon footprint of an industry already under pressure to become more sustainable.
Useful AI Tools for Filmmakers
While AI has its limitations (and concerns), there are still some powerful tools out there that can help streamline your process, spark creativity, and offload some of the more repetitive tasks. Here are a few that caught our eye:
Filmustage - An AI-powered platform that aims to automate every step of pre-production, this tool can streamline script breakdowns, coordinate shooting schedules, and generate call sheets. It identifies key elements like cast, props, and location within seconds, and can even flag scenes that might require things like stunt performers or copyright clearances.
Boords - This AI storyboard generator quickly creates visual storyboards from simple prompts, helping you visualize your narrative efficiently.
Adobe Sensei - This is Adobe’s AI engine that powers features like automatic tagging, smart cropping, object tracking, and scene edit detection in Premiere Pro and After Effects.
Studiovity - This AI-driven scheduling software organizes film schedules by location, cast, and set details, streamlining the pre-production process and encouraging paperless productions.
Filmstro - This royalty-free music platform lets filmmakers create custom soundtracks without musical experience. With AI-powered customization, users can adjust momentum, depth, and power to match the emotions of their scenes, all while using tracks created by professional musicians.
ChatGPT – Already pretty ubiquitous, this AI chatbot can help with a wide range of tasks, from polishing up client communications and drafting templates for contracts, to brainstorming ideas and offering creative suggestions when you’re stuck.
Why Filmmaking Still Needs a Human Touch
Now that we’ve peeked behind the curtain, one thing should be obvious: AI might be a powerful tool, but it’s not a replacement for human creativity.
Emotional truth is at the heart of filmmaking, and that comes from actual, lived experience. AI can help you express that truth, maybe even refine it, but it can’t originate it. It doesn’t know what it is to fall in love, face a devastating loss, or be scared out of its mind. It also can't tell when it’s veered off course, or raise its hand if it’s worried about offending someone. That kind of oversight falls to us, and it’s why the big decisions—like what stories we tell, who gets to tell them, and how they’re represented—need to stay in human hands.
Ultimately, AI is just a tool. A powerful one, but still a tool. It’s on us to use it responsibly, creatively, and thoughtfully so it enhances our craft rather than diminish it.