AI set to slash demand for film crews

Thailand's film industry could see a 40% reduction in demand for traditional production crews over the next 3-5 years due to advancements in artificial intelligence (AI), entertainment executives predict. AI technology is set to slash costs and enable individuals to operate businesses that previously required large teams, allowing Thai content producers to compete internationally.

Sirisak Koshpasharin, vice-chairman of the National Federation of Motion Pictures and Contents Associations, stated that the technology is accelerating the emergence of the "one-man corporation," creating new opportunities for Thai filmmakers.

AI is transforming various aspects of the media and entertainment industry in Thailand, from dramas and advertising to short-form content and films. It enables faster production of short-form content, with AI-assisted production enabling creators to produce content more quickly and at lower cost compared to conventional feature films.

AI can also dramatically shorten post-production work, such as removing unwanted objects from footage, which can now be done in seconds rather than taking two weeks and costing 100,000 baht using conventional methods.

While AI-generated visuals and techniques can achieve a cinematic scale comparable to conventional productions, human directors, scriptwriters, and other creative professionals will remain essential for storytelling, artistic judgment, and conveying human emotions. Thailand's competitive strengths, including its creativity, cultural storytelling, and understanding of local audiences, will continue to be vital in this evolving landscape.

However, Chinese companies with greater financial resources and technological capabilities are seeking Thai creators for their artistic vision and storytelling expertise.

Despite the potential impact on traditional film production crews, AI is also creating demand for new technical roles, such as AI operators responsible for managing production pipelines and automated workflows. Storyboard artists and prompt engineers are also becoming increasingly important as AI technology transforms production economics and filmmaking workflows.