‘I see the incredible promise’: on set of an AI film shoot as new studios embrace controversial tech

Amid concerns surrounding AI's impact on jobs, some film-makers are embracing the technology to bypass studio giants and take creative risks. In this spirit, Promise, a new studio leveraging AI potential, is making movies using rapidly advancing AI models at a fraction of traditional production costs. Located near the historic Sony Pictures site, Promise's artists can glimpse the locations of timeless films like Singin' in the Rain and Men in Black, but no longer require extensive resources to bring their visions to life.

Supported by Google, venture capitalists, and Disney, Promise is among a growing number of AI film studios emerging in Hollywood. This shift is sparking controversy, with leading directors like Christopher Nolan and Guillermo del Toro expressing concerns, and actors and writers fearing job displacement. However, the excitement and energy around AI's potential were evident at Promise's new base, where actor Tori Thomas shot scenes for the low-budget AI-enabled horror film, Touch Grass.

Using Chinese AI model Seedance 2.5, Thomas's movements were seamlessly integrated into AI-generated backdrops in real-time, demonstrating the potential for faster, cheaper production. Notably, veteran film-maker Ron Howard is set to direct an AI-enabled animated documentary about Vietnam War prisoners of war, collaborating with Obsidian, another emerging AI studio.

Brad Pitt supports the technology, claiming it could help mid-budget films become more feasible. Despite opposing viewpoints from some industry giants, AI studios like Promise believe that the technology will usher in a new era of creative risk-taking, empowering artists with the tools to bring innovative stories to life.