Imagine a world where your favorite actor is not the real thing. My favorite movies didn't have a location to shoot. The banker of that billboard ads who drives every morning doesn't even sit down for bank interviews or auditions. They are all produced and prompted, yet eeriely realistic.
What once seemed like a distant science fiction future, thanks to the rapid advances of the AI video generation, may be close by. Major Leap took place on May 20th. TechGiantGoogle has announced the release of Google Veo 3, the latest AI video generation model that can produce 8-second clips.
Once announced, Veo 3 took over the internet. We introduced synchronous audio, including dialogue, sound effects, and ambient noise, along with high quality visuals that surpassed what we saw previously on AI-generated media.
Video generated by AI speaking darija
A shocking realistic video of Veo 3 distributed online within hours of its release. And Morocco was no exception. Rather, it was evidence that tools could adapt to different dialects. A video shared by Moroccan users shows people who have been AI-generated to speak Darya in traditional clothing and placed in a setting that looks like Moroccan.
The realism of the video generated by these AI caused confusion. Many social media users had to double check in the comments to see if what they were seeing was actually fake.
But what if these 8 seconds are extended to short films or full-length features? What does that mean for both the global and local film and entertainment industries?
Since the release of Veo 3, Casablanca-based photographer and advertising director Youness Hamiddine has been experimenting with it. On his social media account, he has posted clips of AI-generated street interviews in a Moroccan environment, fictional men and women of Gerabus talking Daija, and even street performers singing about his beloved Widad Football Club in Casablanca.
This is not Hamidin's first AI venture. Eight months ago, he directed Morocco's first fully AI-generated music video for rapper Young Row, known as Bakira. «As a film director and producer, I feel that AI gives me more creative freedom and choice», he spoke enthusiastically to Yabiradi in an interview.
«It helps you understand what you can do on a budget. In our field, costs can skyrocket due to logistics, such as renting gear, hiring actors, obtaining filming permits, etc.» he said.
Learning, Prompts, and Adaptation
Through the videos he shares, Hamiddine is clearly adapting and will learn how to use technology faster, more realistic, and more efficient just by evolving.
«This reminds me of the transition from cinema to digital. I often think about the Kodak stories that can be learned from », he reflected. Kodak is well-known for closing its camera business in 2012 because it doesn't respond to the rise of digital photography.
«Why do I raise this? Because we are going through the same transition. This time, from filming to prompts, », Hamidin said.
For him, film directors and producers can now see what they can see. [they] Instead of going through the entire process of planning, filming, editing and color grading for actors, makeup artists, stylists, and pre-production, write ». «Now you need to encourage your ideas», he summed up.
Can you encourage Morocco?
But does this mean that the film industry has lost its job and is filming locations with AI? Can Morocco be a longtime favorite of foreign film productions thanks to its iconic locations such as Oorzaate Studios and Kasbah, lucrative weather, experienced extras, and skilled technicians?
According to Hamiddine, the answer is subtle. He revealed that it's not to say «It replaces all 100%». «However, with this evolution of AI, some tasks will disappear sooner or later».
Not only work, but also specific gear. Just as film cameras become obsolete, AI can quickly set up «camera, studio, sound equipment, and even decorations, he said.
«AI influences the film industry. That's certainly true. Even if it hasn't been fully carried over, it will certainly change things», he pointed out.
But what remains is a genre rooted in realism, including documentaries, news and testimonial content, and he signaled that the true human existence was irreplaceable.
Human Connection vs. Prompt
That sentiment is echoed by Hicham Haji, a producer and filmmaker working between Hollywood and Morocco. He sees AI as a potential asset for filmmakers, especially when speeding up complex visual effects, but is skeptical that it will completely replace artificial films.
«The film survived World War I, World War II and Covid. And they survive artificial intelligence », he told Yabiradi.
He says people long for human connections, even through actors. «There are definitely attempts to replace them, and we may spend a few years. But in the end, the audience can't enjoy watching the film with non-existent character actors. They don't connect with them. People would hope to regain the real actor», he explained.
Hajiji, who has helped bring Hollywood productions to Morocco, is not yet convinced that Morocco is under threat as a filming location.
«It's too early to tell», he said. «But from my experience, the best filmmakers are always after authenticity. They want to film in real places with real actors», he said. Morocco offers it.
For now, AI will strengthen and replace reality, said the filmmaker who filmed part of Moroccan new film, The Lost Princess.
Hamidin shares the same principles. «You can also shoot with Ouarzazate, but you can use AI to generate dragon scenes. Just like augmented reality, AI can boost what's already being filmed», he said. «Or, instead of hiring hundreds of extras, hire 10 and replicate them with ai».
«But would you replace a place like the olzaate completely? I don't think so, anytime soon», he concluded.
