An AI revolution is happening in film right now.

AI’s potential in film production is enormous, from reducing costs to opening new avenues for creativity. The digital world and the real world are merging at an incredible speed, breaking down physical barriers in all creative fields of film production and making it easier and more accessible for everyone to engage with this medium.

Advances in AI and machine learning are making it harder and harder for our eyes and brains to distinguish between what is real and what is digitally rendered, especially when we look two to three years ahead.

You can now remove background noise from an interview in the middle of a noisy factory just by dragging and dropping your file into Adobe Voice Enhancer. No after-editing is needed. You can switch bodies with anyone in Wonder Studios or make a full video from your grandmother’s old photo album by combining Midjourney and Runway.

According to a PwC report, global AI in the creative sector is expected to reach $1.86 billion by 2025, growing at an annual rate of 28.1% from 2020. This technological revolution could even outstrip previous transformations in film production, such as the transition from analog to digital.

As AI technology becomes increasingly sophisticated, understanding professional workflows and leveraging AI’s capabilities to express emotions becomes critical. Using AI responsibly means not just using it for the sake of automation but also understanding how it can best serve the narrative and convey a brand’s message effectively.

The role of authenticity in an AI-driven world

While AI offers a myriad of possibilities, we need to recognize the importance of human touch and authenticity. In 2023, AI-generated avatars remain unconvincing. However, this will quickly change as technology evolves. Even in an AI-dominated landscape, capturing the authenticity of a human being or a brand remains vital.

According to Edelman’s Trust Barometer, 81% of consumers say that trusting a brand to do what’s right is a make-or-break decision in their buying journey. Therefore, authenticity is not just a buzzword but an essential aspect of modern-day branding and storytelling.

Despite AI’s transformative impact, the production company’s role remains indispensable. The production company brings real expertise in storytelling. They know how to critically evaluate which AI tools to employ for the most impactful brand messaging. Most importantly, the production company knows how to translate corporate communication into impactful emotional storytelling.

AI can undoubtedly assist in creative endeavors, making processes more efficient and offering new ways to tell stories. However, the human element—especially the nuance and experience that come with years of practice—cannot be replaced.

With both AI and human expertise at our disposal, the future of film and brand storytelling is brighter and more diverse than ever before. That’s why you should harness the power of AI in your brand storytelling, but remember always to keep the reins in human hands.