AI in Video Production: Opportunities & Challenges
Artificial Intelligence (AI) is no longer a futuristic concept but a vibrant reality in the audiovisual market. As AI's influence expands, it sparks crucial discussions about authorship, efficiency, and the future of creative production. For us at Bendita Filmes, who live and breathe production in Brazil daily, AI presents itself as a powerful tool, but one that demands a critical and strategic approach, especially when considering the richness and unique characteristics of our cinema and series.
Foto de abdo alshreef no Pexels
One of the most debated points is AI-generated content. We're seeing tools capable of composing music, drafting basic scripts, and even creating images. This raises profound questions about copyright and the very definition of creativity. The podcast Braincast 650, featuring Felipe Vassão, touched on this by discussing the difference between using AI as a support tool versus outsourcing the entire creative process. For us, AI in music, for example, can be an incredible ally for creating soundtracks for projects with tighter budgets, serving as a starting point or a complement, but never replacing the soul and nuance a human composer brings to the work. Creating a soundtrack that resonates with a scene's emotion, something that requires empathy and lived experience, remains predominantly a human domain.
AI in the Creative Process: Ally or Rival?
In film and series production, AI is increasingly present in specific tasks. We see AI systems assisting in script analysis, identifying patterns, and suggesting improvements. In visual effects (VFX), the technology can accelerate the creation of assets, digital environments, and even complex animations. However, the decision to use AI for the complete creation of a film or series is a complex issue. Director Duncan Jones, in an interview with IndieWire, highlighted how it's become increasingly difficult to make the kind of auteur cinema he values, and he was firm in refusing to use AI for his most recent project. This stance reflects a concern that the standardization offered by AI could dilute a filmmaker's unique artistic vision, something we deeply value in Brazilian cinema, with its diversity of voices and perspectives.
Our Practical Perspective: Recently, in a documentary project involving the recreation of a specific historical period, we used an AI tool to generate sketches for sets and costumes based on iconographic research. The result was interesting as a starting point for the art department, but it required meticulous human refinement. AI delivered about 50% of what we needed; the rest was our team, with their experience and sensitivity, bringing life and authenticity to the images. It's a trade-off: we saved time in the visual research phase but demanded more hours from artists to transform the 'digital sketch' into something tangible and historically accurate. Those who start with AI often get caught up in its speed but forget the final polish that only a human eye can provide.
AI and the Audiovisual Professional's Journey
The discussion about AI also extends to professional selection. A recent campaign by People Like Us, reported by B9, questioned who is really behind resume rejection responses: a person or an algorithm? The research showed that a significant portion of candidates suspect that hiring decisions have been automated without human review. For us, the selection process is a direct reflection of a production company's culture. We believe AI can indeed assist in the initial resume screening, streamlining the organization of a large volume of applications. However, the final decision on who joins a team – especially for creative and leadership roles – should always pass through human judgment. Empathy, teamwork, and strategic vision are qualities that AI, however advanced it may be, cannot fully replicate. It's crucial that technology serves as support, not a replacement for the judgment and intuition of an experienced recruiter.
Business Models and AI: The Rise of Subscriptions
Alongside creation discussions, the audiovisual market has witnessed new monetization strategies. Meta, for example, launched Meta One in 2026, consolidating subscription plans for Instagram, WhatsApp, and Facebook, with options ranging from a nominal fee to more robust plans for businesses and creators. This trend of 'paid tiers' with extra functionalities, including expanded AI limits and priority support, shows an adaptation of business models to the demand for more personalized and efficient services. For us, this signals that AI can become a differentiator on platforms and services, offering advanced tools that were previously inaccessible to many independent producers or smaller-scale projects. The democratization of these tools, if accompanied by viable access models, could be a game-changer.
The Crucial Point for the Brazilian Market: In Brazil, the Audiovisual Law and funding calls remain fundamental pillars for production sustainability. The integration of AI into our ecosystem needs to align with these policies. How can we use AI to optimize processes and reduce costs in productions heavily reliant on public funds? The answer lies in using it intelligently and strategically. For instance, a small team can use AI to pre-visualize complex camera plans, saving days of on-set rehearsal. Or, in the editing phase, AI can assist in automatic transcription of interviews, speeding up the editor's work. The challenge is to ensure this technology doesn't increase inequality but rather helps strengthen national production, allowing more Brazilian stories to reach audiences with quality and identity.
The Future is Hybrid: Human and Artificial in Harmony
Artificial intelligence in audiovisual is not a question of 'either one or the other,' but rather how to harmonize human talent with technological potential. We are in a transitional moment where AI is solidifying as a tool, not a replacement. The key to success, for both filmmakers and production companies, lies in understanding AI's capabilities, discerning its limits, and applying it in ways that enhance creativity, efficiency, and, above all, storytelling. Brazilian cinema, with its rich tradition and constant search for new languages, has everything to gain by exploring this new frontier with intelligence and artistic sensitivity.
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
