AI, or Artificial Intelligence, is an acronym we've been hearing a lot since November 2022 when OpenAI launched the now-famous ChatGPT. That’s when the term “AI” really took off, according to Google Trends, and it hasn’t slowed down since. These days, “AI” isn’t just about ChatGPT anymore; it includes a wide range of tools used by individuals and companies alike, including those in the TV and film industry—whether it's for content production, distribution, or monetization.
This year, AI has been a hot topic at film industry events worldwide, including MIPCOM, the mother of all entertainment content markets. With that in mind, and the launch of our new solution called ContentX, we’re kicking off a series of articles diving into AI and its growing presence in the film and TV industry.
In this first article, we’ll explore how AI is used across the entire content production chain, from creation to distribution, and whether the industry should feel threatened by AI—or embrace it.
Film and TV Content Production Made Easier with AI
AI is already transforming the way films and TV shows are produced, offering new tools that streamline workflows, enhance creative processes, and introduce cost efficiencies. The impact is profound, from scriptwriting to visual effects, sound editing, and content localization. AI tools are allowing filmmakers to produce content faster and more effectively than ever before, shaking up the industry.
Starting with visuals, one perfect example is Sora AI, which has revolutionized video generation with its ability to produce breathtakingly vivid landscapes, realistic scenery and even entire films, one of which was featured at Tribeca Film Festival. Hollywood studios have taken note, with many incorporating this technology to replace expensive and time-consuming location shoots. For instance, instead of sending entire teams to remote destinations for essential scenes, generative AI like Sora AI can create establishing shots at a fraction of the cost, drastically reducing logistical challenges. These tools also assist in editing process, allowing editors to easily add or subtract content, making complex revisions simpler and faster.
In sound editing, AI-powered tools are enabling innovations such as AI voice cloning, which allows filmmakers to use an actor’s voice even after they’ve aged or passed away (whether that's ethical or legal—let's discuss that in future blogs). AI can also generate appropriate sound effects for scenes, such as ambient noises or footsteps, automatically matching them to the visuals. Additionally, AI-driven music generation tools, such as Stable Audio from Stability AI, create original scores and themes using a variety of genres, instruments, and vocals, offering filmmakers a dynamic and cost-effective alternative to traditional music composition.
AI has also transformed content localization, particularly in the realm of dubbing. Generative AI speech tools can replicate actors' voices, adjust tone, and even create synthetic voices tailored to new language markets. Deepdub, for example, is widely used by Hollywood studios and streaming services to dub movies into multiple languages, with features like automatic lip-sync and accent control. This technology allows studios to expand into global markets at a lower cost, while maintaining the original performance’s emotional depth.
Another example is Cineverse, which has partnered with XL8, a company that specializes in AI-powered translation technology, to improve efficiency and lower the costs of its Matchpoint content management platform. This means Cineverse will use XL8’s AI tools to automatically create subtitles, captions, and translations for its content. AI technology allows Cineverse to offer a wider variety of content to audiences more quickly, accurately, and at a lower cost.
In scriptwriting, AI plays an increasingly supportive role. AI tools help studios analyze vast amounts of data on genre trends and viewer preferences, allowing them to generate story arcs and suggest casting options by analyzing thousands of actor profiles and audience reactions. These tools streamline the scriptwriting process by providing writers with new perspectives and even suggesting dialogue.
AI’s role extends into pre-production, where it helps plan shooting schedules, recommend filming locations, and even analyze scripts for potential commercial success. Tools like Cinelytic and Merlin are employed by major studios such as Warner Bros. and 20th Century Fox to predict a film’s box office performance based on factors like plot, genre, and audience demographics. By using machine learning algorithms, these platforms offer studios the ability to make data-driven decisions during the early stages of production, minimizing financial risk and improving the chances of success.
When it comes to visual effects (VFX) and animation, AI-based tools allow animators to create characters and scenes with remarkable efficiency. The tools automate time-consuming tasks, such as animating characters or generating 3D models, helping to speed up production while maintaining high-quality visuals. For example, AI-based character animation tools can integrate characters into live-action scenes or animate digital avatars, as seen in blockbuster movies like Avengers: Infinity War, where machine learning was used to create the supervillain Thanos.
In post-production, AI-driven editing software is revolutionizing how films are edited. AI tools assist editors by extending video clips with AI-generated content, removing objects from scenes, and even creating trailers. IBM’s Watson AI famously created the trailer for Morgan, a science fiction film, by analyzing the most emotionally intense scenes to assemble a cohesive and engaging promotional clip.
Despite these advancements, there are still concerns within the industry about AI’s growing role. While 70% of U.S. consumers prefer watching content written by humans, a notable 22% believe AI could write more interesting TV shows and movies. This raises questions about how far AI will go in replacing traditional human creativity, but for now, it is clear that AI’s primary role is to enhance rather than replace human input in the content creation process.
AI is also helping media companies improve their operational efficiency. Automation tools streamline routine tasks like captioning, data normalization, and metadata generation. Media companies are using AI-driven applications to automatically add captions and subtitles, making content more accessible to wider audiences. Tools like Microsoft’s Azure AI Video Indexer and Google Cloud Video AI help generate detailed metadata for films and TV shows, improving content searchability and enhancing recommendation systems on OTT platforms.
Film & TV Content Discovery and Beyond
In some of our previous articles, we touched on the importance of content discovery for CTV and VOD platforms. Since then, it’s only become more crucial. According to Deloitte’s Media Trend Research (2024), 50% of consumers said they’d spend more time on SVOD platforms if content discovery was easier. Many feel they waste too much time searching for something to watch and often give up altogether. Even more telling, 60% of Gen Z prefer user-generated content (UGC) because the recommendation systems are far more advanced than those on traditional VOD platforms.
We’re all consumers, and we know the struggle—so it's no surprise that research confirms the importance of content discovery. But we’re here to talk about AI, and here’s how it’s about to change the game.
Cineverse Corp. has developed cineSearch, a cutting-edge, AI-powered movie search platform designed to transform how viewers find films and TV shows. Launched in 2024, cineSearch utilizes Google Cloud's Vertex AI and the PaLM 2 Large Language Model (LLM) to create a personalized, conversational experience. At its heart is Ava, an AI video advisor that helps users discover content by analyzing detailed metadata from over 100,000 titles. Ava doesn’t just stop at genre or actor—it goes deeper, factoring in theme, mood, setting, and even the weather to recommend the perfect movie.
The platform makes content discovery seamless across streaming services by allowing searches based on multiple characteristics, right down to the scene level. And if a movie isn’t available within Cineverse’s catalog, Ava will suggest alternatives from other platforms. By solving one of the biggest challenges for VOD users—finding the right content—cineSearch offers a more engaging way to explore films. Cineverse is setting out to revolutionize the way we discover content, helping viewers uncover hidden gems while boosting engagement across the entertainment industry.
Sounds exciting, right? But what if recommendations aren’t even necessary because you can keep watching your favorite show forever?
Fable Studio has introduced Showrunner, an AI-powered service that lets viewers create their own TV episodes with simple prompts. It’s an interactive way to watch and participate in content creation. Users can either enjoy existing AI-generated shows or make their own (Remember that interactive episode of Black Mirror? Wasn’t that fun?).
While this concept seems like a leap forward, some are concerned that AI-generated content could lack the human creativity that makes traditional entertainment so captivating. Critics suggest that, although Showrunner is innovative, it may just be a temporary novelty, with users losing interest in creating shows solely for themselves. For now, though, Showrunner seems more like a fun experiment than a major disruptor, but it certainly raises big questions about AI’s future in entertainment.
AI Utopia or Creative Dystopia?
As we’ve seen, AI is already reshaping every aspect of the film and TV content production process, from scriptwriting to post-production, and even content discovery. With innovations like Sora AI, Stable Audio, cineSearch, and others mentioned above, filmmakers and streaming platforms are able to create and distribute content more efficiently than ever before. However, as AI continues to advance, it raises important questions about the balance between human creativity and technological assistance.
This is just the beginning of our exploration into AI’s role in the film and TV industry. In the next article, we’ll dive deeper into the legal limitations and ethical concerns surrounding AI’s use in the entertainment world. We’ll also address the potential disadvantages of relying on AI, such as how it might affect creative jobs and storytelling.
So, stay tuned as we continue to unravel the complex relationship between AI and the future of entertainment.
About allrites
Located in Singapore and operating globally, allrites is a premier marketplace for buying and selling film, TV, and sports rights. We provide a vast catalog of Film and TV content, from major studios to independent producers, available in any language and genre. Our innovative licensing models, including allrites Content-as-a-Service, offer flexible and efficient solutions for content monetization and acquisition, accommodating the evolving needs of content buyers and sellers worldwide.
Contact us to learn more about us and our revolutionary CaaS model.
About ContentX by allrites
ContentX is a new solution designed to create fresh revenue opportunities for both content rights holders and AI companies. For film and TV content rights holders, it allows them to unlock new streams of income by distributing and licensing their content across a wider range of platforms, maximizing its reach and potential. Meanwhile, AI companies can leverage the vast library of licensed content available through ContentX to enhance their machine learning models, recommendation systems, and other AI-driven media technologies, opening doors for innovative partnerships and content utilization.
Contact us to learn more about ContentX by allrites.
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