Few topics in film and advertising are debated as passionately as artificial intelligence.

Some see the end of traditional production. Others hope the hype will soon disappear.

Both are probably wrong.

Because the most interesting change AI brings does not necessarily happen in the finished image. It happens in the logic of production.

Ideas can be visualised faster. Treatments can be tested earlier. Variants emerge in less time. Research, pre-production and post-production become more efficient.

That does not automatically mean films become cheaper.

It means, first of all, that the question of where to spend the budget changes.

If technology reduces time and cost in certain production steps, the best case is that room opens up for what actually makes a film better: a stronger idea, more research, better casting, an exceptional location, more time on set.

AI can help you get to the destination faster.

But it does not know which destination is the right one.

That remains a creative task.

Perhaps that is exactly where the real future of film production lies: AI takes on more and more of what used to cost time. And people can invest more time in what cannot be automated.

In stories.

In observation.

In decisions.

In what makes a film, in the end, not just possible — but relevant.

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