AI is not replacing sets

OpenArt CEO Coco Mao expects film production to blend live shoots with AI help, not move fully online.

“I see this industry going to a combination of live production and AI enhancement”

Director turns prompts into video

OpenArt’s Director tool can turn prompts and scripts into clips up to five minutes long. The company calls the style “vibe directing.”

Creators moved first

Social media creators are early users because fast video output fits their pace and volume. Marketing teams are also paying for revenue-driving content.

“This is an industry people are pretty willing to pay to make revenue generating content”

Hollywood is slower

Film and TV have adopted AI production tools more cautiously. Mao said that hesitation makes sense given the stakes and controversy around the craft.

“We see this [film and TV] industry honestly being the slowest one, for good reason”

Best use is around production

For now, Mao sees the strongest professional uses in previz and postproduction. Some new directors may replace sets, but pros are more likely to mix methods.

Acting remains hard

Mao said AI still struggles to imitate human performance. She compared today’s resistance to early pushback against VFX, which later became standard film work.

“people’s acting is still very, very hard to imitate in AI”