AI in Audiovisual: What Truly Matters for Creators
Artificial intelligence is no longer a distant promise in the audiovisual universe; it's a tangible reality reshaping everything from script conception to how audiences consume content. Far from being a magical solution, AI in our market, especially for creators worldwide, demands a strategic approach and a deep understanding of its nuances and limitations.
Foto de Negative Space no Pexels
AI as a Tool, Not a Substitute: The Production Perspective
Discussions about AI often oscillate between the utopian and the apocalyptic. The reality, however, is far more pragmatic. For us at Bendita Filmes, who are on the front lines of production, AI presents itself as a suite of powerful tools that can enhance our efficiency and creativity, but never replace human vision and artistic sensibility.
Recently, we've seen announcements like Adobe's expansion of interactive controls for its ChatGPT plugin, enabling more fluid editing interactions (No Film School). In practice, this means tasks that once required hours of manual work, such as transcribing extensive audio, finding specific clips, or even generating draft scripts for social media, can be significantly accelerated. A concrete example we experienced in a recent project involved transcribing over 50 hours of interviews for a documentary. What would have been an arduous task for a dedicated team over weeks was partially automated with AI assistance. The AI generated the raw transcription, allowing our team to focus on curation, identifying key moments, and refining the content, freeing up precious time for in-depth research and narrative construction.
The Trade-off of Automation
The crucial 'but' here is that the quality of AI output directly depends on the quality of the input and the professional's ability to guide and refine the results. An AI-generated draft, no matter how sophisticated, still needs to pass through the discerning eye of an experienced scriptwriter. Data analysis for audience engagement in art-house cinemas, as suggested by IndieWire, also illustrates this point: AI offers the models and insights, but human intelligence is what translates these into effective engagement and distribution strategies.
Leveraging Archives with AI for Analysis
Initiatives like NeoFeed creating their own AI platform, NeoFeed AI, based on their archives, strongly indicate how data curation and artificial intelligence can converge (Meio & Mensagem). They aim to offer reliable analyses, grounded in content vetted by reporters. This is particularly relevant for the global audiovisual market, where the lack of segmented and reliable data can be a bottleneck, especially for independent productions seeking grants and funding. Understanding audience behavior, consumption trends, and the financing landscape based on solid sources becomes a competitive differentiator.
When Ralphe Manzoni Jr. and Carlos Sambrana, founders of NeoFeed, highlight that "the public will begin to consume news by dialoguing with artificial intelligence agents," they point to a new era of information interaction. In the audiovisual sector, this could translate into interactive viewer experiences, personalized content discovery platforms, or more efficient feedback tools for creators.
Autonomous Agents and the Continuity of Creative Work
The launch of OpenAI's "Dots," AI agents that work in the background, receiving projects and using applications autonomously (B9), opens new perspectives for task management in audiovisual production. Imagine a producer delegating an agent to track and organize the logistics of a remote shoot, or an editor assigning the task of creating cut variations for different platforms. The "continuity" mentioned by B9 is the keyword: projects can evolve without the constant need for user intervention.
For a director or producer, this could mean more time to focus on artistic direction and overall project strategy, while AI handles operational aspects. However, human oversight remains the fundamental piece. A "Dot" might prepare new versions of a script, but the final decision on approval and the nuances of dialogue belong, and should belong, to the creator.
The Risk of Acceleration and the Role of Regulation
The discussion about AI risks, as addressed in Braincast 651 (B9), cannot be ignored. The race to develop increasingly powerful systems raises ethical and security questions, as well as concerns about the future of work. For the Brazilian cinema industry, which often operates with limited resources, the democratization of access to AI tools is a positive aspect. However, it's crucial to be aware of algorithmic biases, the concentration of power in the hands of a few tech companies, and the need for regulatory discussions. How can we ensure that AI serves the interests of diversity and national production, rather than just global business models?
Conclusion: Adapting AI to Global Realities
In today's landscape, artificial intelligence in audiovisual is a complex and multifaceted reality. For professionals and enthusiasts in the global film and video industry, the path forward is not to fear technology, but to understand it critically and practically. AI can be a powerful ally in production, editing, distribution, and even in the pursuit of funding, provided it's used with discernment and strategic vision. The secret lies in using these tools to enhance human creativity and the uniqueness of the stories we want to tell, always with a keen eye on the opportunities and challenges it presents for our vibrant audiovisual market.
About Bendita Filmes
Bendita Filmes is a full-service video production company and agency based in São Paulo, Brazil, specializing in:
Corporate Videos · YouTube Production · Instagram & TikTok · Advertising Campaigns · Event Filming · VFX & Animation · Live Streaming · AI Video Production · Photography
