Jauhn Etienne Villaruel

Article (news)

Agence France-Presse

<div><br/></div><p>NEW YORK, United States — Gone are the days of six-fingered hands or distorted faces—AI-generated video is becoming increasingly convincing, attracting Hollywood, artists, and advertisers, while shaking the foundations of the creative industry.</p><div><a href="https://www.abs-cbn.com/news/technology/2025/2/4/ai-regulation-around-the-world-1335">AI regulation around the world</a></div><p>To measure the progress of AI video, you need only look at Will Smith eating spaghetti.</p><p>Since 2023, this unlikely sequence -- entirely fabricated -- has become a technological benchmark for the industry.</p><p>Two years ago, the actor appeared blurry, his eyes too far apart, his forehead exaggeratedly protruding, his movements jerky, and the spaghetti didn&#x27;t even reach his mouth.</p><p>The version published a few weeks ago by a user of Google&#x27;s Veo 3 platform showed no apparent flaws whatsoever.</p><p>&quot;Every week, sometimes every day, a different one comes out that&#x27;s even more stunning than the next,&quot; said Elizabeth Strickler, a professor at Georgia State University.</p><p>Between Luma Labs&#x27; Dream Machine launched in June 2024, OpenAI&#x27;s Sora in December, Runway AI&#x27;s Gen-4 in March 2025, and Veo 3 in May, the sector has crossed several milestones in just a few months.</p><div><a href="https://www.abs-cbn.com/news/nation/2025/4/3/-undressing-through-ai-how-ai-is-used-to-exploit-children-1656">Cybersecurity group shows how AI is used to exploit children</a></div><p>Runway has signed deals with Lionsgate studio and AMC Networks television group.</p><p>Lionsgate vice president Michael Burns told New York Magazine about the possibility of using artificial intelligence to generate animated, family-friendly versions from films like the &quot;John Wick&quot; or &quot;Hunger Games&quot; franchises, rather than creating entirely new projects.</p><p>&quot;Some use it for storyboarding or previsualization&quot; -- steps that come before filming -- &quot;others for visual effects or inserts,&quot; said Jamie Umpherson, Runway&#x27;s creative director.</p><p>Burns gave the example of a script for which Lionsgate has to decide whether to shoot a scene or not.</p><div><a href="https://www.abs-cbn.com/life/06/07/23/stop-putting-my-voice-in-these-game-voice-actors-sound-alarm-on-ai">&#x27;Stop putting my voice in these&#x27;: Game voice actors sound alarm on AI</a></div><p>To help make that decision, they can now create a 10-second clip &quot;with 10,000 soldiers in a snowstorm.&quot;</p><p>That kind of pre-visualization would have cost millions before.</p><p>In October, the first AI feature film was released -- &quot;Where the Robots Grow&quot; -- an animated film without anything resembling live action footage. <em>(<strong>Editor&#x27;s note</strong>: A reader has noted that another movie &quot;Window Seat&quot; is the first AI feature film citing the movie review website <a href="https://www.rottentomatoes.com/m/window_seat" rel="noopener noreferrer" target="_blank">Rotten Tomatoes</a>.)</em></p><div><a href="https://www.abs-cbn.com/spotlight/09/25/23/from-k-pop-to-sales-girls-ai-goes-mainstream-in-south-korea">From K-pop to sales girls: AI goes mainstream in South Korea</a></div><p>For Alejandro Matamala Ortiz, Runway&#x27;s co-founder, an AI-generated feature film is not the end goal, but a way of demonstrating to a production team that &quot;this is possible.&quot;</p><div><br/></div><div><strong>&#x27;RESISTANCE EVERYWHERE&#x27;</strong></div><div><br/></div><p>Still, some see an opportunity.</p><p>In March, startup Staircase Studio made waves by announcing plans to produce seven to eight films per year using AI for less than $500,000 each, while ensuring it would rely on unionized professionals wherever possible.</p><p>&quot;The market is there,&quot; said Andrew White, co-founder of small production house Indie Studios.</p><div><a href="https://www.abs-cbn.com/entertainment/showbiz/celebrities/2025/7/3/john-arcilla-denounces-unauthorized-use-of-his-videos-in-ai-generated-ads-1938">John Arcilla denounces unauthorized use of his videos in AI-generated ads</a></div><p>People &quot;don&#x27;t want to talk about how it&#x27;s made,&quot; White pointed out. &quot;That&#x27;s inside baseball. People want to enjoy the movie because of the movie.&quot;</p><p>But White himself refuses to adopt the technology, considering that using AI would compromise his creative process.</p><p>Jamie Umpherson argues that AI allows creators to stick closer to their artistic vision than ever before, since it enables unlimited revisions, unlike the traditional system constrained by costs.</p><div><a href="https://www.abs-cbn.com/news/2024/8/10/flood-of-junk-how-ai-is-changing-scientific-publishing-1126">Flood of &#x27;junk&#x27;: How AI is changing scientific publishing</a></div><p>&quot;I see resistance everywhere&quot; to this movement, observed Georgia State&#x27;s Strickler.</p><p>This is particularly true among her students, who are concerned about AI&#x27;s massive energy and water consumption as well as the use of original works to train models, not to mention the social impact.</p><p>But refusing to accept the shift is &quot;kind of like having a business without having the internet,&quot; she said. &quot;You can try for a little while.&quot;</p><p>In 2023, the American actors&#x27; union SAG-AFTRA secured concessions on the use of their image through AI.</p><p>Strickler sees AI diminishing Hollywood&#x27;s role as the arbiter of creation and taste, instead allowing more artists and creators to reach a significant audience.</p><div><a href="https://www.abs-cbn.com/entertainment/06/23/23/disney-use-of-ai-for-marvel-tv-series-spooks-hollywood">Disney use of AI for Marvel TV series spooks Hollywood</a></div><p>Runway&#x27;s founders, who are as much trained artists as they are computer scientists, have gained an edge over their AI video rivals in film, television, and advertising.</p><p>But they&#x27;re already looking further ahead, considering expansion into augmented reality and virtual reality -- for example creating a metaverse where films could be shot.</p><p>&quot;The most exciting applications aren&#x27;t necessarily the ones that we have in mind,&quot; said Umpherson. &quot;The ultimate goal is to see what artists do with technology.&quot;</p><div><strong>—By Thomas Urbain, Agence France-Presse</strong></div><div><strong>RELATED VIDEOS: </strong></div><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/H_oLwnH5hgs?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/v-muNUCCYsI?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><br/></div>

<p>Lionsgate told a magazine about the possibility of using AI to generate animated, family-friendly versions from films rather than creating entirely new projects.</p>

Lionsgate told a magazine about the possibility of using AI to generate animated, family-friendly versions from films rather than creating entirely new projects.

AI video becomes more convincing, rattling creative industry

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AI video becomes more convincing, rattling creative industry

Agence France-Presse

Published Jul 08, 2025 10:52 AM PHT

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Updated Dec 25, 2025 07:57 AM PHT

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