Coming Soon: Artificial Intelligence and the Future of the Visual Effects Industry
AI Takes Tinseltown
In recent years, Hollywood has been abuzz with questions about how artificial intelligence (AI) may transform the visual effects (VFX) industry. Creatives have begun considering the ways in which this technology could change how effects are made. For example, at a conference last year, actor-director Ben Affleck noted that AI could automate a variety of tasks traditionally completed by artists. In this scenario, productions would be able to slash costs, relying on AI models for the creation of quality effects that were once prohibitively expensive. Proponents of AI in the sector believe that these benefits are just the tip of the iceberg.
However, other creatives envision a different future. In a panel discussion organized by the Hollywood Reporter, VFX veterans raised that the widespread adoption of AI by companies may not only result in steep job losses, but also lead to the devaluing of human artistry. Without guardrails in place, these critics fear that talented and experienced professionals would have less room to operate, forcing many of them to leave the sector entirely. At this critical juncture, leaders in the entertainment community must grapple with the pros and cons presented by AI, charting a way forward that respects the priorities of all stakeholders.
Bang For Your Buck
Without question, professionals in the VFX industry recognize that AI expands the realm of what is possible for their craft. An article from Forbes outlined the diverse applications of AI in this space, exploring the impact this technology has made on filmmaking. For instance, the piece spotlighted Disney’s FaceDirector software, an AI-powered tool that can generate a composite of an actor’s expressions across takes. Using this technology, a director can tweak the performance of their cast to their liking during post-production, eliminating the need for costly reshoots. FaceDirector is just one example of how AI is redefining what is achievable through VFX. From de-aging stars digitally to swapping actors’ faces, AI tools have allowed creative teams to generate stunning effects that are on the cutting edge.
Enhancing effects work is not the only factor pushing industry leaders to adopt AI solutions. As the MIT Sloan Management Review highlighted, economic pressures are a major component driving tool uptake. Post-production work on animated films, for instance, can be a time-intensive endeavor that increases project expenses. Given that AI has the capacity to take on mundane tasks, like rotoscoping or color correction, studio executives have begun to grasp how this technology could eliminate efficiencies. When thoughtfully deployed, AI tools can enable human artists to reallocate their limited bandwidth to tackle more creative tasks. Production heads also see benefits, as their works end up hitting theaters sooner. Ultimately, the savings made possible through AI can be a boon to creatives looking to make the most of their time and labor.
Causes For Concern
Not everyone in the VFX industry has bought into the hype surrounding AI. In fact, many professionals are alarmed that its widespread adoption may be the impetus for significant job cuts in the field. Business Insider reported that some VFX artists believe early-career positions, which often act as a career springboard, will soon be on the chopping block. These entry-level roles, which feature routine tasks like matching computer-generated scenes to their live action templates, may be eliminated en masse due to advances in AI automation. Furthermore, those whose training did not incorporate AI may struggle to find employment commensurate with their experience. For these professionals, the rise of AI poses a threat to the stability of the entire VFX sector, as it might throw artists’ livelihoods into jeopardy.
Artists in the industry stand to lose more than opportunities for employment. Those who have spent years sharpening their skills fear that AI may cheapen their work. The Conversation drew attention to how an overreliance on this technology may create content that feels mechanical and synthetic to viewers. Case in point, Marvel Studios decision to use AI when making the opening title sequence for their Secret Invasion series was met with severe blowback. Critics decried that the choice deprived hard-working artists of the chance to showcase their talents. The controversy also revealed that today’s audiences feel strongly about how AI is integrated into the media they consume. Content made by a machine, especially when it fails to strike an emotional chord, may not sit well with audiences.
Bracing For Impact
The VFX industry stands at a crossroads regarding the use of AI solutions. Many professionals appreciate how this technology can create top-notch effects that wow audiences, all for a price that does not break the bank. Others feel that its adoption by studios will come at the expense of artists who have devoted their careers to this craft, all while removing the authenticity from VFX work that audiences expect in the content they consume. For leaders in this space, establishing standards on the deployment of AI tools which address these concerns will be crucial as this technology becomes more ubiquitous.
Studios can create guidelines on AI’s use in the workplace, pursuing automation in a manner that respects the efforts of artists. They can also work with these employees and their unions to craft contracts that prioritize the rights of creatives. Finally, companies can invest in upskilling for professionals whose training did not involve AI, giving them the chance to compete in the future. While the field has not yet seen the disruptions many anticipated, time is of the essence. Taking these steps will ensure that the VFX industry is prepared for the AI-related challenges that may loom on the horizon.
Aaron Spitler is a researcher whose interests lie at the intersection of emerging technologies and human rights. He has worked at a number of organizations in the technology policy space, including the International Telecommunication Union, the Internet Society, and Harvard's Berkman Klein Center. He is passionate about ensuring technology can be used as a force for good.