Directable AI Set to Disrupt Film and TV Biz: ‘It’s Going to Help Small Film Industries in Asia Compete’

By Marcus Lim

Marcus Lim

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Generative AI has already changed commercial advertising, is replacing countless processes within film and TV production and is poised to upend even newer technology such as virtual production, says filmmakers and technologists who have spoken to Variety on the sidelines of FilMart.

With significant presence from foundational model builders on the market floor, to AI apps targeting every niche filmmaking use and numerous seminars promoting links, however tenuous, to AI, the conversation at FilMart has firmly shifted from early adoption to “directable AI.”

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