Insight of the Day: Why an Oscars win for films like 'The Brutalist' or 'Emilia Pérez' could accelerate AI's march on Hollywood

Why is the topic trending?

The increasing use of Artificial Intelligence (AI) in Hollywood films is a trending topic due to concerns about its impact on artistic integrity and the potential for AI to replace human creativity. The Oscars ceremony is highlighted as a potential turning point, where wins for AI-assisted films could accelerate AI adoption in the industry.

Overview

AI is becoming increasingly prevalent in Hollywood filmmaking, sparking debate and concern among creative professionals. Despite resistance, particularly during the 2023 strikes, AI's presence in films nominated for the 97th Academy Awards is undeniable. The outcome of the Oscars could significantly influence Hollywood's future relationship with AI, potentially accelerating its integration or reinforcing skepticism. The article explores the various ways AI is being used, the reactions from industry insiders, and the broader implications for the future of filmmaking.   

Detailed Findings

• AI in Oscar-Nominated Films: Several films nominated for Oscars this year have utilized AI in different capacities, including:

  • "Emilia Pérez": AI enhanced Karla Sofía Gascón's voice.

  •   "Dune: Part Two": AI is reported to have helped create the blue eyes of the Fremen.   

  •   "A Complete Unknown": AI was used in post-production.   

  •   "The Brutalist": AI was used to refine the lead actors' Hungarian accents.   

•   Industry Concerns:  Many in Hollywood view AI with suspicion, fearing it will diminish artistic integrity and replace human creativity in scriptwriting, acting, and other areas of filmmaking.   

• Turning Point Oscars: The 97th Academy Awards are seen as a crucial moment that could determine the future trajectory of AI in Hollywood. Wins for AI-assisted films might signal industry-wide acceptance.

• Transparency Demands:  Industry insiders are calling for greater transparency regarding AI usage in filmmaking to maintain artistic integrity and inform audiences and award committees. The Academy is reportedly considering requiring disclosure of AI use in film submissions for the 2026 ceremony.

• AI vs. CGI:  Unlike CGI, which requires manual human input, AI can operate more autonomously, raising unique concerns about its role in the creative process and potential to supplant human roles.

• Financial Incentives: Despite creative resistance, financial incentives and the potential for cost savings are driving production companies like Lionsgate to invest in and partner with AI media companies.   

• Inevitable Integration:  The article suggests that AI integration into filmmaking is likely inevitable, with ChatGPT predicting AI will be involved in nearly all movie productions in some capacity in the future, while still acknowledging the essential role of human creativity.

Key Takeaway

AI is rapidly permeating Hollywood, evidenced by its use in Oscar-nominated films. The industry is at a crossroads, grappling with whether to embrace or resist AI's growing influence. The Oscars outcome, coupled with demands for transparency and financial pressures, will likely shape the speed and extent of AI's integration into filmmaking, even as debates about its impact on artistic integrity continue.

Main Trend

AI Integration in Hollywood Filmmaking: Artificial Intelligence is increasingly being integrated into various stages of Hollywood film production, from pre-production to post-production, signaling a significant shift in filmmaking practices.   

Description of the Trend (Name it): "Hollywood's AI Infusion"

The "Hollywood's AI Infusion" trend describes the growing and multifaceted integration of Artificial Intelligence into the Hollywood film industry, characterized by:

•   Broad Application: AI is being used across various filmmaking aspects, including voice enhancement, visual effects, dialogue editing, and potentially scriptwriting and more.   

• Oscar Recognition:  AI's presence in Oscar-nominated films signifies its growing acceptance and influence at the highest levels of the industry.

•   Industry Debate:  Ongoing discussions and debates within Hollywood about the ethical, artistic, and practical implications of AI in filmmaking.   

• Financial & Efficiency Drivers:  Economic incentives and the promise of increased efficiency are major factors pushing AI adoption.

• Transparency Concerns:  Growing calls for transparency and clear guidelines regarding AI usage in film production to maintain artistic integrity and inform audiences.

What is Consumer Motivation?

The article primarily focuses on industry perspectives, not direct consumer motivation. However, implied consumer motivations related to this trend include:

•   Demand for Innovation:  Audiences are often drawn to films that push technological boundaries and offer novel cinematic experiences.   

• Acceptance of Technology:  General societal acceptance and integration of AI in various aspects of life may extend to entertainment consumption.

• Unconscious Consumption:  For many viewers, AI's role might be invisible, and their primary motivation remains entertainment value, regardless of the tools used to create it.

What is Driving Trend?

• Technological Advancement: Rapid progress in AI technology, making it more capable and accessible for filmmaking applications.

•   Cost Efficiency:  Potential for AI to reduce production costs and streamline workflows, appealing to studios and production companies.   

• Competitive Pressure:  Studios may feel pressure to adopt AI to remain competitive and innovative in the industry.

• Investor Interest:  Financial backing and investment in AI-driven media companies and technologies are driving adoption.

• Industry Labor Dynamics:  Desire by studios to potentially reduce reliance on human labor, as suggested by the context of the 2023 strikes.

Motivation Beyond the Trend?

Beyond the immediate drivers, motivations include:

• Future of Storytelling:  Exploring new forms of storytelling and creative expression enabled by AI tools.

• Artistic Evolution:  Redefining the boundaries of filmmaking and artistic creation in collaboration with AI.

• Maintaining Hollywood's Edge:  Ensuring Hollywood remains at the forefront of technological innovation in entertainment.

Description of Consumers Article is Referring to

• Age:  Broad audience, potentially skewing slightly younger and more tech-savvy, given general tech adoption patterns.

• Gender:  Likely no significant gender distinction in general audience reaction to AI in film.

• Income:  Broad audience across income levels, as film consumption is widespread.

• Lifestyle:  General moviegoing audience, those interested in film and entertainment, potentially those who are also tech enthusiasts or concerned about the impact of AI on creative industries.

Conclusions

The article concludes that AI's integration into Hollywood is likely irreversible and that the 2025 Oscars represent a pivotal moment. While concerns about artistic integrity and transparency persist, financial incentives and technological advancements are driving AI adoption. The future of Hollywood filmmaking will likely involve a complex interplay between human creativity and AI assistance.

Implications for Brands

• Opportunity for AI Tech Companies:  AI media companies have a significant market opportunity in Hollywood, offering tools and services for film production.

• Need for Transparency & Ethical AI Branding:  AI companies working in Hollywood should prioritize transparency about their technology and address ethical concerns to build trust with creatives and audiences.

• Potential for Co-Branding & Partnerships:  Brands can partner with films using AI in innovative ways, highlighting the technology's role while respecting artistic contributions.

• Marketing Focus on Innovation:  Studios and production companies can market films by emphasizing the innovative use of AI, appealing to audiences interested in cutting-edge technology. However, this needs to be balanced with highlighting human artistry.

Implication for Society

• Redefinition of Art & Creativity:  AI's role in filmmaking challenges traditional notions of human authorship, creativity, and artistic expression, prompting societal discussions about what constitutes "art" in the age of AI.

• Job Displacement Concerns:  Continued AI integration could exacerbate concerns about job displacement for actors, writers, and other creative professionals in Hollywood.

• Evolution of Entertainment Consumption:  AI-driven filmmaking may lead to new forms of entertainment experiences and consumption patterns.

•   Need for Industry Regulation & Guidelines:  The rise of AI in Hollywood necessitates the development of industry standards, ethical guidelines, and potential regulations to govern its use and protect artistic integrity and labor.   

Implications for Consumers

• Potentially New Cinematic Experiences:  AI could lead to innovative and visually stunning films, offering audiences new forms of entertainment.

• Questions about Authenticity:  Consumers may grapple with questions about the authenticity and "human touch" in AI-assisted films, potentially impacting their viewing experience and appreciation.

• Demand for Transparency:  Audiences may increasingly demand transparency about AI's role in film production to make informed judgments about the art they consume.

• Potential for Personalized Entertainment:  AI could enable more personalized and interactive cinematic experiences in the future.

Implication for Future

• Continued AI Advancement in Filmmaking:  AI technology will continue to evolve and become even more integrated into all aspects of filmmaking.

• Blurring Lines Between Human & AI Creativity:  The distinction between human and AI contributions to film may become increasingly blurred, leading to new forms of collaboration and creative partnerships.

• Rise of AI-Specific Film Genres/Styles:  New genres or visual styles might emerge that are uniquely enabled by AI technology.

•   Ongoing Industry Labor Negotiations:  AI will likely remain a central issue in future negotiations between Hollywood studios and creative unions, shaping the future of work in the entertainment industry.   

Consumer Trend: "Tech-Augmented Entertainment"

• Detailed Description: "Tech-Augmented Entertainment" is a consumer trend where audiences increasingly accept and even expect technology, particularly AI, to play a significant role in the creation and delivery of entertainment content. This trend reflects a growing familiarity with and integration of technology in all aspects of life, including leisure and cultural experiences.

Consumer Sub Trend: "Transparency Demanded (AI in Arts)"

• Detailed Description: "Transparency Demanded (AI in Arts)" is a sub-trend where consumers, while potentially accepting AI in creative fields, are increasingly demanding transparency about when and how AI is used in art, entertainment, and media. This demand is driven by a desire to understand the creative process, assess authenticity, and make informed consumption choices.

Big Social Trend: "AI in Creative Industries Debate"

• Detailed Description: "AI in Creative Industries Debate" is a broad social trend characterized by ongoing public and industry-wide discussions and debates about the ethical, artistic, economic, and societal implications of using AI in creative fields like film, music, writing, and visual arts. This debate involves questions of authorship, originality, job displacement, and the very definition of human creativity.   

Worldwide Social Trend: "Global Tech-Human Collaboration in Arts"

•   Detailed Description: "Global Tech-Human Collaboration in Arts" reflects a worldwide trend where artists and creative industries are exploring and experimenting with collaborative partnerships between humans and AI technologies. This trend is seen across various cultures and artistic disciplines, as creators seek to leverage AI as a tool for enhancing and expanding human creativity, rather than simply replacing it.   

Social Drive: "Desire for Innovation & Efficiency (Entertainment)"

• Detailed Description: "Desire for Innovation & Efficiency (Entertainment)" is a social drive within the entertainment industry and among consumers to constantly seek new and innovative forms of entertainment, often driven by technological advancements. This drive also includes a focus on efficiency and cost-effectiveness in content production and delivery, leading to the exploration and adoption of AI technologies.

Learnings for Brands to Use in 2025

• Embrace AI Innovation (Responsibly):  Explore AI tools to enhance filmmaking processes, but prioritize ethical and transparent implementation.

• Engage in Open Dialogue:  Participate in industry conversations about AI's role, addressing concerns and promoting responsible use.

• Highlight Human-AI Collaboration:  Showcase instances where AI enhances human creativity rather than replacing it, emphasizing the collaborative aspect.

• Be Transparent with Audiences:  Consider disclosing AI usage in film credits or marketing materials to build trust and inform viewers.

Strategy Recommendations for Brands to Follow in 2025

• Invest in Ethical AI Development:  Fund and support the development of AI tools for filmmaking that prioritize ethical considerations, artistic integrity, and fair labor practices.

• Create Transparency Initiatives:  Establish industry-wide guidelines and best practices for disclosing AI usage in film production.

• Promote AI Literacy for Creatives:  Offer training and resources to help filmmakers understand and effectively utilize AI tools in a way that enhances their creative vision.

• Foster Public Dialogue Platforms:  Organize industry forums and public discussions to address the societal implications of AI in entertainment and foster informed conversations.

Final Sentence (key concept) describing main trend from article

The "Hollywood's AI Infusion" trend signifies a transformative moment where AI is no longer a futuristic concept but a tangible and increasingly influential force reshaping Hollywood filmmaking, prompting both excitement and anxiety about the future of cinematic art.

What brands & companies should do in 2025 to benefit from trend and how to do it.

In 2025, Hollywood studios and AI tech companies should navigate "Hollywood's AI Infusion" by championing ethical and transparent AI development, fostering open industry dialogue, and prioritizing human-AI collaboration to harness AI's innovative potential while safeguarding artistic integrity and building audience trust in this evolving era of filmmaking.

Final Note:

• Core Trend: Hollywood's AI Infusion:  Growing and multifaceted integration of AI in filmmaking.

• Core Strategy: Ethical Innovation & Transparency:  Prioritize responsible AI development, transparency, and human-AI collaboration.

• Core Industry Trend: AI in Creative Industries Debate:  Industry-wide discussions about AI's impact on art and creativity.

• Core Consumer Motivation: Innovation & Transparency (Entertainment):  Desire for new cinematic experiences but with clear understanding of AI's role.

Core Trend Summary

The "Hollywood's AI Infusion" core trend encapsulates the complex and rapidly evolving landscape of filmmaking, where AI is becoming an increasingly integral tool, promising innovation and efficiency but also raising profound questions about artistic authenticity, human creativity, and the future of Hollywood, demanding a thoughtful and ethical approach to its integration in 2025 and beyond.

 Sources and related content

Source: https://www.businessinsider.com/oscars-ai-films-brutalist-emilia-perez-hollywood-2025-3