Audiovisual production has constantly evolved with the incorporation of new technologies. From the arrival of digital cinema to advanced visual effects, the industry has adapted and innovated.
In recent years, artificial intelligence (AI) has taken center stage, offering tools that optimize processes, improve content quality, and open new creative possibilities. In fact, according to a PwC report, AI is estimated to contribute up to $15.7 trillion to the global economy by 2030, and the audiovisual industry is no exception.
In this article, we’ll explain what artificial intelligence is and how it is transforming audiovisual production, from pre-production to post-production.
What Is Artificial Intelligence?
You may have wondered what artificial intelligence really is and how it works. AI is a branch of computer science that aims to develop systems capable of performing tasks that typically require human intelligence, such as voice and image recognition, decision-making, and natural language processing.
These systems learn by mimicking human work using large volumes of data. With each interaction, they improve their accuracy, delivering increasingly efficient results for the industry. A clear example is AI in Netflix, where its algorithm not only recommends content but also helps generate automatic subtitles and improve video compression without quality loss.
If you want to dive deeper into the topic and fully understand how artificial intelligence works, we recommend reading our article What is Artificial Intelligence? There, we explore its main concepts, types, and applications across different industries.
How Is AI Applied in Audiovisual Production?
In the audiovisual sector, AI helps automate processes that would otherwise consume significant time and effort. Rather than imagining machines working alone, what we see today are tools designed to facilitate specific tasks, such as image processing, voice recognition, or content organization.
AI has transformed how audiovisual content is produced at every stage. Here are some of its most important applications:
1. Pre-Production
Script and Storyboard Generation: AI can analyze previous scripts and create new stories based on successful narrative structures. A notable example is OpenAI’s use in generating experimental scripts.
At Kuna 360, Perspektiva 360’s audiovisual production company, we use AI to generate initial script drafts. This tool supports idea generation, brainstorming, and narrative structuring, and we feed it with data on the latest trends to achieve higher-impact results.
Trend Analysis: Advanced algorithms can predict which types of content will have the greatest impact on audiences. Platforms like YouTube use AI to analyze viewing patterns and recommend content strategies to creators.
Automated Casting: Facial recognition and emotion analysis tools help select the ideal actors for each role. Warner Bros has experimented with AI to analyze auditions and optimize the actor selection process.
2. Production
Smart Cameras: AI systems automatically adjust lighting, focus, and composition in real time. In sports events, AI-powered automated cameras can follow the action without an operator.
Shot Tracking: Algorithms stabilize footage and automatically track moving subjects. Companies like DJI have integrated AI into their latest drones, such as DJI Neo and DJI Matrice 4, to enhance motion recording.
Virtual Environment Creation: AI facilitates the generation of digital environments without the need for physical recordings. A clear example is The Mandalorian, where AI was used to create virtual environments with ILM’s Stagecraft.
3. Post-Production
Automated Video Editing: Algorithms select the best shots and generate preliminary edits autonomously. Tools like Magisto use AI to automatically edit videos based on music and content.
Deepfake and Visual Effects: AI-based technologies allow for the creation of realistic digital faces and stunning visual effects. Weta Digital has used AI to enhance visual effects in films like Avatar.
Sound Enhancement and Dubbing: AI can clean up noise, generate synthetic voice dubbing, and improve audio quality. Companies like Resemble AI offer synthetic voice solutions for custom dubbing.
At Kuna 360, we use AI to improve audio quality in recordings made in complex environments where conditions are not ideal for capturing clean sound.
Content Cataloging: Automated indexing significantly reduces the time spent organizing files. Netflix and Disney+ use AI to efficiently catalog and tag content.
Recognition of Visual and Audio Elements: Advanced systems can identify faces, objects, voices, and even brands within a video. Tools like Google Cloud Video AI analyze and organize large volumes of audiovisual content.
Automatic Transcription and Subtitling: AI tools convert audio into text in real time, improving accessibility and content distribution. Platforms like YouTube and Facebook have implemented automatic subtitling for their videos.
At Kuna 360, we use AI for video subtitling, allowing us to do it quickly and efficiently. Although we always perform a final review, we can confirm that 93% of the AI-generated text provides excellent results.
That said, AI is not perfect. Although technology has advanced enough to be used at an industrial level, supervision is always necessary. AI-generated data can contain errors, so professionals remain key to ensuring the final quality.
This hybrid model, where AI automates repetitive tasks and experts supervise and refine the final work, has increased productivity without compromising content quality.
While AI cannot yet replace human creativity and intuition, its impact on the audiovisual industry is undeniable. The combination of automation and professional oversight has improved efficiency without losing artistic control. As this technology evolves, it will continue to open new ways to tell stories and connect with audiences.
