[NEW YORK] The age of six-fingered hands and distorted faces is gone. Artificial Intelligence (AI)-generated videos are increasingly compelling and shake up the foundations of the creative industry while attracting Hollywood, artists and advertisers.
To measure the progress of the AI video, you simply have to watch Will, who eats spaghetti.
Since 2023, this unlikely sequence – fully manufactured – has become the industry's technical benchmark.
Two years ago, the actor looked blurry, his eyes were too far apart, his forehead thrusts out, his movements jerky, and spaghetti didn't even reach his mouth.
The version published by users of Google's VEO 3 platform a few weeks ago showed no obvious flaws.
Elizabeth Strickler, a professor at Georgia State University, said:
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Between Luma Labs' Dream Machine, which was launched in June 2024, Openai's SORA in December, Runway AI's Gen-4 in March 2025, and VEO 3 in May, the sector has crossed several milestones in just a few months.
Runway has signed an agreement with Lionsgate Studio and AMC Networks Television Group.
Lionsgate Vice President Michael Burns said New York Magazine On the possibility of using AI to generate animated, family-friendly versions from movies such as: John Wick or Hunger Games Rather than creating a completely new project, it's a franchise.
“Some people use it for storyboarding and preconditioning” – steps that come before filming – “other steps for visual effects and inserts,” says Jamie Umpherson, creative director at Runway.
Burns gave an example of a script in which Lionsgate has to decide whether to film the scene or not.
To make that decision, they can now create a 10-second clip “with 10,000 soldiers in the blizzard.”
Such types of visualization cost millions of dollars.
In October, the first AI feature film was released. Where robots grow, An animated film that doesn't resemble live-action films.
For Alejandro Matamala Ortiz, co-founder of Runway, AI-generated feature films are not the ultimate goal, but a way to show production teams that this is possible.
Resistance everywhere
Still, some people see the opportunity.
In March, Startup Staircase Studio made waves by announcing plans to use AI to produce seven to eight films a year for less than 500,000 US dollars each.
“There's a market,” said Andrew White, co-founder of Small Production House Indie Studios.
People “don't want to talk about how it's made,” White pointed out. “It's in baseball. People want to enjoy films for the film.”
However, White himself refuses to adopt technology, considering using AI to compromise his creative process.
Jamie Umpherson argues that AI allows creators to get closer to their artistic vision than ever, unlike traditional systems that are constrained by cost.
Georgia attackers said they had “resistible everywhere” to the movement.
This is especially true among her students who are concerned about the large-scale energy and water consumption of AI and the use of original works to train models, not to mention the social impact.
But refusing to accept a shift is “like doing business without the internet,” she said. “I can try it for a while.”
In 2023, American Actors Guild's Sag AFTRA secured concessions on the use of images via AI.
Strickler is watching AI reduce Hollywood's role as a creative and taste arbitrator, allowing more artists and creators to reach important audiences instead.
The founder of Runway is an artist as trained as computer scientists, and has an edge over AI video rivals in film, television and advertising.
But, for example, they are already looking further ahead, considering the expansion into augmented reality and virtual reality. For example, I'm creating a metaverse that allows me to shoot movies.
“The most exciting applications aren't necessarily those we have in mind,” Umpherson says. “The ultimate goal is to see what artists do with technology.” AFP
