First published on my LinkedIn profile on 27 February 2025
“Adaptation or Irrelevance?”
Yesterday, I had a lively discussion with esteemed colleagues from the TV industry about a topic that has fascinated me for quite some time: the disruption of the moving image industries by AI (“text to video”/“image to video”).
When considering the future of AI-driven moving image generation and its impact on the film, television, streaming, marketing, and advertising industries, I see 7 developments on the horizon:
🎥 1. Creativity Surpasses ‘Production Value’
AI tools are enabling small teams, or even individuals, to create high-quality films without large budgets. This will lead to the democratisation of moving image production and, consequently, a veritable flood of content.
The consequence: Traditional production roles (camera, lighting, production management, props, costume, stage building, etc.) are at risk of being swept away by the tide, while creators are presented with unexpected opportunities to surf the wave. After all, storytelling and visual creativity will become more important than elaborate production resources.
🚀 2. Radical Acceleration
Anyone who doesn’t embrace AI will fall behind. Streaming services will soon be able to release new AI-generated episodes of series every day. A prime early market segment for this will be previously 3D-computer-generated or animated content.
What will also accelerate is the feedback loop—from audience reactions to adaptation by producers. Content creators will need to respond much more swiftly to either enthusiasm or rejection from their audiences.
🔍 3. New Key Skill: Curation
Given the anticipated flood of AI-generated content, finding, categorising, critiquing, and evaluating these materials will become crucial. New professions may emerge for visual jockeys, curators, critics, and quality controllers.
🤖 4. Competing with Humans: Virtual Stars
Virtual influencers with their own social media presence (like Lu do Magalu, Lil Miquela) will become the new normal, now even as film and series stars.
Artificial personas will compete with human actors. Mysterious stars will rise, their secret—whether they are real people or not—fueling speculation.
📺 5. ‘Bespoke Content’ & Precision Product Placement
As AI enables faster transformations in content, tailored ‘bespoke content’ for individual viewers will become possible. Precision product placement will replace the classic, irritating ad breaks: products will appear directly in moving images, such as clothes worn by characters or props with which they interact. Viewers will be able to stop the video stream at any time, access information about the respective product through a scroll-over, and purchase it immediately.
AI will also allow for algorithmic adjustments to cater to different viewers, so that the same episode might feature different products depending on who is watching.
🎭 6. Authenticity Certifications Become Essential
Deepfake technology poses a threat to moving images as credible (documentary) evidence. A new digital forensics field will be required to quickly verify authenticity.
Consequently, the development of authenticity certification systems, secure “watermarks” guaranteeing “genuineness,” will become necessary.
Equally vital will be clarity: How can we ensure that original works by creators are not stolen, copied, and reproduced without proper credit or compensation?
🏆 7. The Rise in Value of Authentic Film Productions
As AI-generated moving image content becomes ubiquitous, analogue shoots at real locations with live actors will gain prestige. These productions will be seen as haute couture, fine craftsmanship, valued as rare works of art.
Those aiming for artistic excellence will emphasise authenticity – an example idea can be found in Lars von Trier’s sadly unfinished film project “Dimensions”: The director planned to incorporate the natural ageing process of his actors into the film. A special tribute to the authenticity of human beings in their fleeting existence.
Even live events, theatre, and performances will benefit from an increased ‘authenticity’ value.
🔮 The Future of Creative Professions – Change as Opportunity
Rather than fearing being replaced by AI, I encourage storytellers and creators to embrace curiosity and experimentation.
The changes heading our way seem monumental, but they are also inevitable. And remember: Every technological revolution brings not only challenges but also unprecedented opportunities.
Schreibe einen Kommentar