AI’s Growing Role in Filmmaking: Insights from Sundance
Industry Experts Weigh in on AI’s Role in Streamlining Production, Enhancing Creativity, and Shaping the Future of Filmmaking
Travis Wise, CC BY 2.0 <https://creativecommons.org/licenses/by/2.0>, via Wikimedia Commons
At this year’s Sundance Film Festival, the Variety & Adobe The Future of AI Filmmaking panel brought together creative and marketing executives to explore AI’s evolving role in entertainment. The conversation, led by Variety’s executive editor Brent Lang, touched on both current applications and the broader implications of AI in film production.
Panelists included Meagan Keane, director of product marketing at Adobe Pro Video; Dave Clark, co-founder and chief creative officer at The Promise; writer-director Paul Trillo of Asteria; Jason Zada, founder of Secret Level; and Angela Russo-Otstot, chief creative officer at AGBO.
Keane outlined two primary types of AI that are shaping the industry—assistive AI, which enhances existing workflows, and generative AI, which creates new content. She emphasized Adobe’s focus on minimizing production challenges rather than replacing human creativity. “At Adobe, we’re still thinking about generative in ways of like, how do we remove pain points? How do we help sort of remove the friction from the filmmaking process?” she explained.
Clark described AI as a tool, one that artists must use responsibly. With a background in fine arts and film, he sees AI as an opportunity to tell stories in new ways rather than a threat to traditional artistry. Trillo agreed, noting that AI will inevitably influence every aspect of production, making it essential for creatives to retain their unique voices.
Zada shared that AI already plays a role in every stage of his company’s workflow, while Russo-Otstot discussed how AGBO is exploring AI’s potential in transmedia storytelling. She stressed that while AI can help mitigate restrictions and open new opportunities, the artist must remain in control.
The ethical considerations of AI in filmmaking were also a key discussion point. Trillo cautioned against relying too heavily on AI-generated aesthetics, warning that it could lead to a homogenization of artistic styles. He encouraged filmmakers to continue pushing creative boundaries, ensuring that AI remains a tool rather than a crutch.
The conversation also highlighted the importance of industry professionals engaging in AI discussions. Keane urged filmmakers to stay involved, warning that if creatives don’t shape the direction of AI’s development, it may evolve in ways that don’t serve them.
The panelists also addressed AI’s ability to streamline processes, from generating pitch decks to translating captions. Clark humorously declared that the days of using stock photos for presentations are over.
Despite AI’s growing presence, the panel agreed that it will never replace the core of human creativity. Russo-Otstot pointed out that while AI can solve scientific and mathematical problems with precision, creativity is different—it thrives on human experience, emotion, and interpretation. “The human artist will always remain at the forefront,” she said.
Another key takeaway was AI’s potential to democratize filmmaking. Keane highlighted how AI could allow storytellers to create bigger projects with fewer resources, making high-quality filmmaking more accessible.
The discussion also touched on the impact of AI on jobs in the industry. While concerns about job displacement exist, Russo-Otstot emphasized that the entertainment industry operates differently from others, requiring a distinct approach when considering AI’s role.
As AI continues to integrate into filmmaking, one thing is clear: it’s not about replacing artists but enhancing their work. With the right approach, AI could serve as a powerful ally in storytelling, offering new possibilities while keeping human creativity at the heart of the process.