FEATURE: ARTIFICIAL INTELLIGENCE
Artificial Intelligence in cinema: revolution or threat?
Ana Barroso, Head of Design and Lucas Silveira, Designer, A3Data, on the rise of AI in cinema.
The rise of AI in cinema has been as fascinating as it is controversial.
Nominated for the 2025 Oscars, the musical Emilia Perez was the subject of controversy after members of the production admitted that they used technology to tune the singing of the protagonist, Karla Sofía Gascón.
Similarly, the film The Brutalist, which is also on the awards list, has been criticized for using AI to adjust the Hungarian accent of its actors.
This scenario of discussions about the use of technology sets precedents for important questions: how to balance authenticity, originality and the future of human creativity in cinema?
With so many technological advances and ease in the execution of projects, will professionals in the sector be able to reconcile innovation and art without losing the essence that makes cinema a unique form of expression?
It is undeniable that AI is definitively impacting the entire creative industry: cinema, music, design, visual arts, photography and architecture. In cinema, its influence is significant throughout the production chain involved in the creation of a film.
While the most visible and controversial aspects of AI are associated with post-production – such as visual effects, audio, and soundtracks – its impact extends to crucial steps such as scriptwriting, video editing, casting and even distribution.
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