New York – No age of six hands or warped faces, AI-generated videos are increasingly persuasive, attracting Hollywood, artists and advertisers, and shaking the foundations of a creative industry.
To measure the progress of the AI video, you simply have to watch Will, who eats spaghetti.
Since 2023, this unlikely sequence (manufactured entirely) has become the industry's technical benchmark.
Two years ago, the actor looked blurry, his eyes were too far apart, his forehead thrusts out exaggerated, 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.
According to AFP, Elizabeth Strickler, a professor at Georgia State University, said:
Luma Labs' Dream Machine was launched in June 2024, with Openai's SORA in December, Runway AI's Gen-4 in March 2025, and VEO 3 in May surpassing several milestones in a few months.
Runway has signed an agreement with Lionsgate Studio and AMC Networks Television Group.
Lionsgate Vice President Michael Burns told New York magazine about the possibility of generating films like family-friendly versions that are animated using artificial intelligence John WickK or Hunger Games Rather than creating a completely new project, it's a franchise.
“Some of them are used for storyboarding and preconditioning” – steps that come before filming – “other things 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.”
Before such visualization, it had 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 demonstrate to the production team that “this is possible.”
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 under $500,000 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.
