Sung Q Lee, Netflix’s senior director of production for Asia-Pacific, revealed the extensive application of AI across various stages of filmmaking. From early previsualization and intricate production design to conceptualizing set dressings, editing, and complex visual effects, AI is proving to be a versatile tool. Lee emphasized that the focus isn't merely on how much AI can be crammed into a project, but rather on how it can enhance a story's potential.
The discussion at Busan highlighted a notable divergence in how the global film industry perceives AI. While Hollywood often approaches the technology with caution, the Asian content sector appears more eager to explore its opportunities, particularly for projects with limited budgets. Korean filmmaker Kang Yun-sung, known for The Outlaws, stands as a proponent of AI, having co-directed Run to the West, billed as Korea’s first fully AI-assisted feature. Despite its modest box office performance and some visual challenges upon release, Kang remains optimistic.
He is now utilizing generative AI from China's Kling AI for his upcoming action film, The Gulf of Aden, estimating a significant 40 percent reduction in production costs. This, he explained, allows filmmakers to realize scenes and stories that would otherwise be impossible due to financial constraints, opening up creative avenues previously buried by budget limitations. Kang noted, "What has been buried due to budgetary issues was able to be put back on the table."
Lee reiterated Netflix’s philosophy, positioning AI as another technological evolution in an industry constantly reshaped by new tools. He noted that while advancements help refine "how" stories are made, they never dictate "why" a story needs to be told. "When it comes to conveying emotion," Lee stated, "ultimately, a human has to touch it. AI can get many jobs done, but does it touch human emotion? The human touch is critical and necessary." This sentiment was echoed by Kimball Thurston, chief technology officer at Wētā FX, who described their use of AI as "assistive," designed to "reduce simple, repetitive tasks" without altering creative intent. The goal, Thurston explained, is to rapidly generate visual images for directors and cinematographers to review and correct, making the creative process more efficient.