'Everyone Is Using AI, But They Are Scared to Admit It'

But in the entertainment industry, the Pandora’s box of AI has likely already been unleashed. Behind closed doors, most corners of production, from writers’ rooms to VFX departments, have embraced generative AI tools. For every project that has faced blowback for using AI in some part of the production pipeline, there are dozens more that have quietly adopted the technology.

“There are tons of people who are using AI, but they can’t admit it publicly because you still need artists for a lot of work and they’re going to turn against you,” says David Stripinis, a VFX industry veteran who has worked on Avatar, Man of Steel and Marvel titles. “Right now, it’s a PR problem more than a tech problem.”

“Producers, writers, everyone is using AI, but they are scared to admit it publicly,” agrees David Defendi, a French screenwriter and founder of Genario, a bespoke AI software system designed for film and television writers. “But it’s being used because it is a tool that gives an advantage. If you don’t use it, you’ll be at a disadvantage to those who are using AI.”