Navigating the AI Frontier

Cleber Redondo, 3D Director, NBCUniversal

A Filmmaker’s Guide to Thriving in the Tech Tsunami

In the fast-paced world of film and television production, keeping pace with the relentless march of technological innovation feels less like a brisk walk and more like a high-speed chase. Software updates arrive before you’ve even mastered the previous version, and companies are already teasing the next iteration. In an industry where speed is paramount and deadlines are always “yesterday,” simply staying abreast of the latest tools and features is a full-time job. It’s a cruel analogy, but imagine a marathon where simply participating means you need to be running at least in third place just to stay in the race. Constant education and an eagerness to embrace new tools aren’t just an advantage; they’re an absolute necessity.

This brings us to one of the most significant dilemmas, one that will undoubtedly fuel discussions for years to come: the rise of AI technology.

AI’s Ascendance: From Concept to Creation in Minutes

Across print, film, television, graphic design, and even architecture, AI is proving to be an exceptionally valuable asset, serving as a powerful catalyst at the inception of any project. We’re now witnessing a dramatic shift where layouts, pre-visualizations, simulations, and even final concept visualizations are being generated by AI. What once took months of painstaking work using traditional methods – a process often riddled with guesswork until the final concept was solidified – can now be achieved in minutes. From a simple script and a brief description, an AI can generate a storyboard, create a pre-visualization, and even produce a final image complete with sound editing and music.

For some, this rapid advancement spells disaster, a direct threat to jobs and salary security within the industry. However, we are still very much in the learning and experimental phase of AI integration. In my opinion, AI is fundamentally a tool, not a sentient robot bent on taking your job or slashing your income. Unfortunately, it’s never safe to assume complete job security, especially when, as they say, “with great power comes greater responsibility.” And sometimes, leaving that responsibility in the hands of financially driven individuals can be a cause for concern.

A New Colleague, Not a Replacement

Instead, AI technology should be viewed and approached like a new coworker one who is young, incredibly smart, and doesn’t mind putting in extra hours. The key difference, of course, is that this “co-worker” is a machine. It learns everything you feed it, and naturally, it will perform faster and better as more and more information is supplied. But unlike a human colleague, this machine is designed explicitly to make your life and work easier. I understand the temptation to eliminate overhead payroll and have AI handle all the work, but the truth is, this is an evolution.

For anyone born in the last century, this concept might be difficult to fully grasp, but everything can be easily assimilated and utilized. We often carry the ingrained habit of starting everything from scratch: sketching an idea, drawing a concept, and enduring the entire painful production process to yield a final result, often leading to sleepless nights and countless cups of coffee a highly stressful lifestyle.

The AI Imperative: Evolve or Be Left Behind

Technology’s relentless march forward demands a paradigm shift from today’s professionals. Stagnation in orthodox methodologies is no longer an option. The cutting edge requires constant vigilance over emerging trends, particularly in artificial intelligence. Professionals must daily question: “Can AI tools integrate here? How can they amplify efficiency and boost productivity?” Embrace this inquisitive mindset, or risk being outmaneuvered in the rapidly evolving digital landscape.

The Next Generation’s Perspective

The younger generation, however, doesn’t carry this same stress, unless it’s inherited from their parents. They view this technology like a miracle box. While I’ve been focusing on the entertainment industry because it’s my field, this technology is broadly applicable to any profession. I know the common thought is that AI and robots don’t consume or need to pay rent or get a mortgage. But the whole point of this technological leap needs to be seen as a tool to improve our lives, both mentally and financially, not as the harbinger of a “Skynet” future.

Every new technology is initially perceived as a threat. And it truly is a risk for those who refuse to evolve and remain locked in a past that’s long gone. You can still find small towns or cities in very remote areas where time seems to have stopped in the 1990s. But if you choose to live in a bustling metropolis, on the cutting edge of technology, and want to leverage the opportunities this world offers, you don’t necessarily need to understand how this entire technology works. You just need to know how to drive.

What Do you Think? Are you Ready to Get Behind the Wheel of AI?