Acclaimed filmmaker James Cameron has drawn a stark line in the sand regarding the use of generative artificial intelligence in the movie industry. In a candid interview, the visionary director behind epics like Avatar and The Terminator expressed his profound discomfort with the emerging technology, labelling it as 'horrifying'. This comes as he reflected on the initial public perception of his own pioneering work with computer graphics.
Cameron's Stance: A Celebration vs. A Replacement
During a recent conversation with CBS’ Sunday Morning, Cameron addressed the long-held misconception about his 2005 blockbuster, Avatar. He revealed that many people mistakenly believed he was using computer graphics to replace actors entirely. "For years, there was this sense that, 'Oh, they’re doing something strange with computers and they’re replacing actors,'" Cameron shared. He was quick to correct this notion, emphasising that his technique was fundamentally different. "Once you really drill down and you see what we’re doing, it's a celebration of the actor-director moment," he asserted, clarifying that the technology was used to enhance, not replace, human performance.
However, his perspective shifts dramatically when discussing modern generative AI. "Now, go to the other end of the spectrum, and you’ve got generative AI, where they can make up a character," Cameron stated. "They can make up an actor. They can make up a performance from scratch with a text prompt. It’s like, no. That’s horrifying to me. That’s the opposite. That’s exactly what we’re not doing." For Cameron, this represents the antithesis of his filmmaking philosophy, which is rooted in capturing authentic human artistry.
The Rise of AI Performers: The Case of Tilly Norwood
The debate around AI in entertainment was further fuelled earlier this year with the introduction of Tilly Norwood, an AI performer unveiled by comedian and producer Eline Van der Velden at the Zurich Summit. Reportedly, this one-of-its-kind digital entity garnered interest from multiple talent agencies. However, the concept was met with a wave of mixed reactions and significant backlash from the public online.
Van der Velden, speaking to Variety, acknowledged the criticism but remained optimistic about AI's role in the future of cinema. "I think it will be a slow progression," she predicted. She foresees AI being used initially for visual effects, establishing shots, and second-unit work before eventually progressing to a full AI-generated film. "And whether people will pay for an AI film or not — I don’t think they’ll know the difference. It’s good storytelling that will be the reason why people will pay for it or not," she added.
Navigating the Backlash and the Future
Addressing the negative response, Van der Velden expressed surprise, stating she lives in an "AI bubble" and didn't realise how removed the general public was from the technology's capabilities. She noted a distinct difference in reception between the U.S. and the U.K., claiming the backlash was minimal in Britain. "...people understand that we’re using it as a force for good, and that we’re trying to get more projects, more stories told which otherwise wouldn’t get told in the U.K.," she explained, positioning her production company as an ethical user of AI tools.
This clash of visions between a veteran filmmaker like James Cameron, who sees AI as a threat to artistic integrity, and producers like Van der Velden, who view it as a tool for expanding storytelling, highlights a pivotal moment for the global film industry. The conversation around the ethical use of generative AI in filmmaking is clearly just beginning.
