The realm of film and television has always been intertwined with advancements in technology, serving as a reflective canvas showcasing the evolution of scientific innovation over the past centuryEach transformative leap in the cinematic and entertainment domains can generally be traced back to significant technological breakthroughs that reshaped how stories are told and experiencedFrom the introduction of sound in film by Thomas Edison more than a century ago, marking a decline in the era of silent films, to the techniques of frame-by-frame photography and the advent of animation, innovation has continuously shaped the industryEach decade has brought with it a paradigm shift, with notable examples such as the rise of computer graphics in the 1980s leading to timeless classics like "Star Wars" and "The Terminator," and the subsequent 3D animation revolution bringing Pixar into the limelight in the 1990s.

However, the role of artificial intelligence (AI) in this industry seems poised to bring about changes that surpass mere enhancements in visual or auditory spectacle

As we approach 2024, filmmakers and technicians alike are grappling with significant questions about how AI will fundamentally alter the creative processWill it merely serve as a sophisticated tool for filmmakers and producers, or could it herald a new era in the production of film and television? Industry experts, studio executives, and technology analysts have begun exploring these possibilities.

One point of discussion revolves around the improvement of performance quality through AIAfter the 2024 Spring Festival, there were signs of growing confidence in integrating AI into the creative phases of filmmaking within ChinaDuring the April 2024 iQIYI World Congress main forum, iQIYI’s founder Gong Yu voiced two key insights: First, the surge in GDP has created a tipping point for consumption, granting the entertainment industry a broader horizon; Second, innovations represented by generative AI may afford China's entertainment sector unique opportunities to leapfrog competitors globally.

iQIYI sees AI as the new production paradigm for creators across the board

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Generative AI tools are increasingly empowering both amateur and professional creators to produce remarkable and valuable content independentlyFor example, the process of creating concept posters in the early stages of a project, which would typically require back-and-forth dialogue between producers and art teams, can now be streamlinedProducers can leverage generative AI tools to efficiently craft these visuals and adjust them in real-time as project ideas evolve, enabling projects to better reflect their unique artistry.

According to Liu Wenfeng, the President of iQIYI’s Infrastructure and Intelligent Content Distribution Division, generative AI is transforming the creative industry landscapeHe points out that several changes are emerging, such as the amplification of individual and small team capabilities leading to more innovative ‘blockbuster’ ideasWith an increase in content production and a simultaneous rise in quality, we are already witnessing the explosion of short-form video content, which is increasingly personalized and more tightly connecting consumers to producers.

In essence, AI has the potential to drive a significant uptick in both the quantity and quality of content throughout the film industry.

From the practical standpoint of 2024, micro-short films represent one of the most prevalent applications of AI technology

Numerous AI-generated short films can be easily discovered on major platforms like Kuaishou and Douyin, showcasing the swift integration of AI into the storytelling fabric of these platforms.

Nonetheless, the artistic quality of these AI-generated films still appears to trail behind their human counterpartsIn a review of several AI-generated micro-short films, the visual experience often blended brief AI-produced clips, GIFs, and static images into cohesive narratives, revealing a gap in the depth of expression, nuance in movement, and emotional resonance typically delivered by live actorsOne of the standouts, "Sanxingdui: A Future Revelation," even achieved recognition by securing a place in the Best AI Film category at the New York International Film Awards, highlighting the potential amidst the challenges.

Yet, in terms of commercial success, audiences seem hesitant to invest in AI-generated content

For instance, the AI-assisted film "Legend," released during the 2024 summer season, suffered from lackluster performances, holding just a 4.4 rating on Douban, with a mere 80 million yuan in box office revenueFurthermore, analysis of various third-party reports reveals that the most successful paid micro-short films are predominantly human-produced, with minimal contributions from AI.

Experts like Zhang Xiaorong, the head of the Institute of Advanced Technology, note that while there is hope for AI to streamline special effects production—creating realistic scenes efficiently—there remains room for growth in the technology's maturity.

As the discourse advances, many within the film industry differentiate AI applications into two main directions: enhancing the viewer's experience and serving as auxiliary tools to improve efficiency in pre-production and production processes

Jin Yan, a film producer, shared her insights on how advancements historically supplemented viewing experiences through higher resolutions and immersive formats like IMAX, pushing filmmakers towards increasingly sophisticated visuals.

The current trajectory suggests AI can influence elements like set backgrounds and costume designsIt brings forth innovative capabilities in the script development stage, allowing producers to sift through ideas more quickly and offering creative inputs reflective of character traits, ultimately benefiting the director and creative teams.

Even though there is a broad acceptance of AI's tool-like properties amongst industry professionals, a common consensus remains: AI is not yet at a stage to fully replace the intuition, artistic vision, and innate creativity of writers, directors, or actorsTraditional classifications of creative content have given rise to AI-generated content, yet many assert that AI is a supplementary tool rather than a competitor to human creators

Liu Wenfeng emphasizes that viable creativity and aesthetic judgment will continue to be prized possessions that AI cannot replicate.

The complex web of the film industry encompasses numerous stages, each offering opportunities for AI integrationThe three principal stages—planning, production, and marketing—contain numerous sub-processes where AI can create efficienciesReports from major long-form video platforms indicate that AI tools significantly upscale reading efficiency during the planning phaseFor example, the development of an intelligent script creation system by Huace Film and TV can evaluate novels and streamline extensive script evaluations into mere minutes of a writer's workload.

The production phase, characterized by its complexity, can also benefit from AIFor instance, seasoned animators may typically take one to two weeks to craft a character’s initial design

However, AI-generated visuals could condense this process to just minutesDuring actual film shoots, the cost related to on-location filming can also be mitigated through virtual settings, allowing for the depiction of expansive environments without extensive resourcesMoreover, AI voiceover technology has become increasingly sophisticated, aiding in the localization of over 250 foreign films for the Chinese market and enhancing the reach of Mandarin films internationally.

In terms of marketing, AI's aptness to auto-generate diverse themed posters can enhance viewer engagement through precise audience targeting and tailored program discovery.

However, current perspectives hold that AI technologies remain supportive rather than fully transformativeJin Yan articulated that while artificial intelligence processes data adeptly, it lacks personal experiences and the imaginative capacity that springs from human life and experiences