AI Tools Aim to Assist, Not Replace, Film Production

The rapid evolution of artificial intelligence has sparked debate over its future role in cinema, but one industry leader argues that a full replacement of live-action filmmaking is still far off. Coco Mao, co-founder and CEO of OpenArt AI, stated that the current pace of innovation is insufficient to displace traditional production methods entirely. Instead, she envisions a future where live production and AI enhancements work in tandem, creating a hybrid workflow that leverages the strengths of both human performance and digital synthesis.

Mao made these remarks during a session at the Access Canada Summit, an event supported by The Hollywood Reporter. She emphasized that while the technology is advancing quickly, the film and television industry is adopting these tools cautiously. According to her, this hesitation is justified by the complexities of professional filmmaking, which require a level of nuance and realism that current AI models have not yet mastered for large-scale productions.

Marketing Agencies Lead Early Adoption

OpenArt AI’s flagship product, Director, is designed to transform text prompts and scripts into video clips lasting up to five minutes. The company reports that its primary early adopters are digital creators producing content for social media platforms. These users are eager to generate high-volume, revenue-driving content efficiently. Additionally, marketing and advertising agencies are increasingly utilizing the tool’s “vibe directing” capabilities to streamline their creative processes.

Mao noted that these sectors are driven by a clear financial incentive to produce engaging material quickly. The platform now serves an average of seven million monthly users, with a significant portion coming from the advertising industry. This rapid uptake in commercial sectors contrasts sharply with the slower integration seen in high-budget film and television projects, where the stakes for quality and authenticity are considerably higher.

Film Industry Moves Slowly for Good Reason

In contrast to the marketing world, Mao described the film and television industry as the slowest to embrace AI production tools. She attributed this lag to the inherent difficulty of replicating human acting and emotional depth using artificial intelligence. For professional filmmakers, the current technology is primarily useful for pre-visualization and post-production tasks rather than replacing the core performance elements of a film.

While some independent creators are experimenting with replacing physical sets entirely, established production companies are likely to stick with a hybrid approach. Mao acknowledged the controversy surrounding AI in cinema but argued that the industry needs time to mature. She believes that the current state of the technology is best suited for enhancing existing workflows rather than overhauling them, allowing studios to maintain the artistic integrity that audiences expect from major releases.

VFX Precedent Offers Historical Context

Mao drew a parallel between the current skepticism toward AI and the initial resistance to visual effects (VFX) when the technology first emerged. She noted that when VFX was introduced, many industry veterans opposed its use, fearing it would devalue the craft of filmmaking. Today, however, VFX artists are a standard part of the production pipeline, contributing to the visual quality of most major films.

She suggests that AI may follow a similar trajectory, moving from a controversial outsider to an accepted tool in the filmmaker’s kit. However, she maintains that a strictly digital approach is not the right direction for the industry. Her preference is for a balanced mix of live production and AI assistance, ensuring that the human element remains central to storytelling. This perspective, reported by GN technics/ai (en-US), highlights a cautious optimism about the technology’s potential while respecting the traditions of cinema.