Is AI Being Embraced by the International Film Industry?

Is Hollywood Experiencing Peak AI Paranoia?

During this awards season, the focus of attention shifted from Karla Sofía Gascón’s controversial tweets to AI’s role in voice performance tweaking in Emilia Pérez and Brady Corbet’s The Brutalist. Despite the backlash against AI for minor tasks, the perception of AI as a threat to jobs and artistic integrity remains prevalent in the film industry.

Behind the scenes, a transformation is taking place as the industry’s fear of AI shifts towards a more positive outlook. Filmmakers and artists are increasingly excited about the potential of AI tools when used correctly. Flawless, an AI company specializing in foreign-language dubbing, worked with director Tom Tykwer on The Light, using immersive dubbing AI technology to produce an English-language version of the film for North American buyers.

Traditional dubbing methods require changing translated scripts to match lip movements, while Flawless’ AI adjusts original actors’ performances to sync with dubbing dialog in another language. Flawless is pitching its tech as a way to expand the global audience for international films, particularly mainstream movies with less arthouse appeal.

AI technology is also being embraced outside the U.S. and in lower-budget indie productions. Films like The Witch Game and Putin have used AI tools to recreate performances and faces for international markets. Buyers have responded positively to AI in films like Putin, recognizing its potential in creating lifelike characters.

Despite concerns about job losses and generic content, AI has become a standard tool for dubbing and subtitling in the film industry. Companies like DeepDub, DubFormer, ElevenLabs, and Papercup are leading the way in innovative translation and dubbing tools. The industry is at a crossroads, balancing ethical AI adoption with talent and creativity.

As the indie film industry navigates creative and financial challenges, AI could be a catalyst for creativity if implemented responsibly. It’s time for a nuanced conversation about AI in the industry, focusing on consent-driven, copyrightable, and artist-focused solutions. AI should be seen as a tool for creators to take risks and bring originality back to filmmaking.



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