The Academy of Motion Picture Arts and Sciences has recently taken steps to address the growing presence of Generative AI in the film industry. This topic generated significant discussion during the latest Oscars, as the Academy seeks to adapt its framework to accommodate advancements in technology. Amid ongoing debates about the role of AI in film production, the Academy has announced a mixed stance regarding the inclusion of Generative AI technologies alongside traditional human-made creations.
The discussion about the impact of Generative AI started to heat up again when the recently announced 2024 Best Picture nominees were attacked. Movies like “The Brutalist” and “Emilia Pérez” even publicly declared their use of Generative AI in their production. These movies leveraged AI to mold performances. This exchange led to the exploration of several key questions about the authenticity and originality of creative works that leverage this transformative technology.
Academy’s Position on Generative AI
The Academy revised its awards rules and regulations. Beyond wading into the waters of legislation, the WGA made its position on Generative AI and its use in filmmaking clear. The organization stated that Generative AI and other tools employed in the creation of films will “neither help nor harm” a film’s chances for nomination or award. The Academy’s focus of concern from the outset was that it would approach these technologies with a “no” bias.
“The Academy and each branch will judge the achievement, taking into account the degree to which a human was at the heart of the creative authorship when choosing which movie to award,” the Academy explained. Generative AI allows filmmakers to cover more ground and stretch their production dollars, which is why this joint statement … It doesn’t tell you anything about the quality or value of a movie.
The mixed reception of Generative AI reflects what has been a trend within many other award-giving bodies. The recent GRAMMY Awards took a bold first step, as these awards always do, by pledging to award only human-made songs. Thus, they excluded songs like the AI-composed “Heart on My Sleeve.” This decision is part of a larger contraction within the music industry to welcome AI as a true creative collaborator.
Industry Implications
As the Academy navigates the challenges posed by Generative AI, it must balance innovation with tradition. This is something that many filmmakers have spoken up about, and lament the negative effects of AI on creative artistic expression. These extended conversations could be a sign that the tide is shifting on how awards are adjudicated. Traditional evaluation metrics will need to change in order to stay on pace with emerging technologies.
Many industry creatives think what Generative AI can do is create incredible, new creative platforms. As the excitement builds, so too are warnings that it will further devalue human artistry. The Academy’s response has been to remain “apolitical.” This approach allows for continued exploration of this shifting and changing landscape, without issuing a blanket approval or disapproval of this technology.
The Future of Filmmaking
Yet the Academy’s eclectic, open approach has us asking what direction filmmaking as an art form—and an industry—should take from here. And as Generative AI rapidly matures, filmmakers will find themselves turning to these tools more and more to expand their storytelling toolkit. While this trend is troubling, it has the potential to unlock powerful new collaborations between human creators and artificial intelligence.
The current conversation around Generative AI deserves more nuanced thought from filmmakers and audiences that is actually being expressed. The Academy’s willingness to adapt is evidence of its recognition of these complicated dynamics. It positively encourages discussion about how we can collectively pursue these paths responsibly.
