The big buzzword in so many fields now is AI. Be it in silly conversations with Chat GPT or a similar knock-off, inserting oneself into a goofy video, or having it help you create a whole plan for your next project; its clear that AI is now a part of the landscape. This includes within the field of film.
Some people think of AI as this boogeyman that is going to scare away all the jobs that have employed hundreds of thousands of people for years. Robots replacing the cameras, artificial avatars taking the place of an actor: the list goes on. There is a lot these AI programs can do and there is an argument that some of them, especially in the editing space, speed things along to a degree, but stopping the conversation there would be a mistake.
There is an intrinsic nature to a film set that cannot be quantified with a dollar amount: people.
People may not be able to do certain tasks as fast as AI for certain things, be it on or off a film set. But the nature of a film, be it a narrative project or a smaller-scale commercial, is so unique. A group of people, many of which may be meeting for the first time, come together to create some form of art. It may last one day, it may last a month or more, but once it’s done they all go off in their own direction, perhaps never seeing each other for years or sometimes ever. There is an intangible connection that is formed on these projects. Meals are shared, stories are told, and the emotions that come out are something that only belong to this one project in time. No two projects will be alike and the combinations of people, actors, scripts, etc. meld together for a wholly different experience, which is what leaves us feeling fulfilled.
You take these human elements away, you’re left with a husk; an empty shell devoid of personality, wit, or charm. A final project will exist but no love or care went into it. No producer was there to help move the scene along or make sure the talent was treated well to make for a more welcoming experience. No gaffer was there to have the lighting land perfectly on the talent’s face as they deliver their monologue. No satisfaction, just a bland solution. Money will be saved, but you take out the art when you take out those connections. The camaraderie of having a meal in the middle of the day after getting the big shot you spent your whole morning putting together - it all vanishes like a puff of smoke.
There will undoubtedly be companies that go this route, and at least for a period of time, some places will chase this AI bug since it is being heavily invested in right now. For some places, it will be a learning experience. Those that invest into it will come to realize that there are limits to the technology’s power and people to not want these soul-less products.
Art and human connection go hand-in-hand.
AI takes that art away with a veneer of polish, but once you go behind that sheen, all that’s left is a void of nothingness. People will ultimately crave that art and sense of connection along with that psychological element that can often be hard to describe. AI might not be going anywhere, but as long as people exist, their place on a film set will continue to thrive. The doom and gloom that some throw out about how we are in the end of times of the film and TV industry might continue, but take solace in knowing that your personality is irreplaceable on set.
Robert La Rosa
is an accomplished production sound mixer and an insightful producer/fixer with a love of powerful storytelling. His work in both the technical and creative world has given him the skills necessary to anticipate what’s needed on a production and bring the client’s vision to life.
He’s collaborated on Webby award winning content and some of his most notable clients include HBO, Amazon, Google, AARP, Microsoft and more. When he isn’t on set, you can find Robert stumbling upon the best restaurants NYC has to offer.
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