Introduction

AI has become an unavoidable topic for everyone. Many platforms convey a similar viewpoint: this is a huge opportunity, and if we don’t seize it now, we may miss an era. At the same time, anxiety spreads among people: if we don’t learn AI or update our skills, many professions may be replaced. These voices create an illusion that the entire era is rapidly advancing while individuals feel left behind.

Many people refer to AI as a “windfall,” but from a more pragmatic perspective, it is essentially a new productivity tool. Reflecting on the past, thirty years ago, proficiency in office software was a rare skill; merely being able to type and create spreadsheets could secure a decent job. Today, no one feels proud of being skilled in office software. Currently, people are amazed when AI generates a brilliant copy, creates a stunning design, or produces a viral video, but in a few years, these capabilities may become as commonplace as using WeChat. When AI becomes an accessible tool for everyone, the technology itself will no longer be scarce. For most ordinary people, AI is not a track to “bet their lives on” but rather a supportive means for personal growth.

Do you remember when digital cameras and digital projectors first emerged? Their arrival sparked widespread discussion both within and outside the industry. They significantly lowered the barriers to film production and distribution: during filming, digital cameras not only eliminated the costs of purchasing and developing expensive film but also supported real-time playback and unlimited recording, providing great convenience for creation while saving time and costs. In a sense, this transformation is comparable to the changes brought to the film creation field by AIGC (Artificial Intelligence Generated Content) technology today. In terms of distribution, the advent of digital projectors drastically reduced the absolute costs of film distribution—traditional film distribution required producing numerous physical copies and transporting them, which was costly and prone to damage. Digital films, on the other hand, are transmitted through physical hard drives, satellites, or networks, completely replacing the dominance of physical film copies. In contrast, AIGC’s focus is more on content production, empowering creative generation through algorithms and enhancing production efficiency through computing power. Every technological innovation has its unique value points and boundary limitations.

The Core Question

Returning to the core question: With AIGC here, will there be more great movies? The answer may not be so simple. Great movies have always depended on unique artistic concepts, profound humanistic care, excellent narrative abilities, and innovative breakthroughs in the use of cinematic language. These intrinsic qualities will not automatically emerge with the widespread use of AIGC tools. Tools remain tools, always obeying human commands. The works presented using the same tools in different hands will inevitably differ. Technology can enhance production efficiency and optimize audio-visual experiences, but it cannot replace human creativity, emotional resonance, or deep insights into social issues. When everyone can use AI in film production, the number of works will certainly grow exponentially, but those that truly resonate with audiences will remain rare. The charm of great films lies in the creators’ ability to effectively convey their emotional insights, innovative capabilities, and aesthetic perceptions through technical tools, and these abilities will not be magically acquired with the maturity of AIGC technology or the arrival of the AI era.

Opportunities and Challenges

Undeniably, AIGC brings the potential for lowering the barriers to film creation. In the past, many film enthusiasts often struggled to form teams due to a lack of funds. The emergence of AIGC has significantly reduced the costs and cycles of film production, giving every aspiring filmmaker the opportunity for self-expression. In other words, the rapid development of AI technology has provided creators who were already eager to try their hand at filmmaking with more chances to be seen and recognized.

However, we must also recognize that computing power costs do not equate to the entirety of film production costs. The internet is filled with claims like “create a billion-dollar effect for just a few thousand yuan” or “one person can handle an entire movie”. In reality, even with AIGC technology for feature film production, traditional roles such as screenwriters, directors, cinematographers, sound engineers, art directors, and actors still hold significant value, and tasks like editing and storyboarding remain indispensable.

In the past six months, AI videos have become extremely popular across various platforms, with dazzling visuals, complex effects, and fantastical worlds emerging continuously. However, a pressing reality is that people may quickly experience aesthetic fatigue with visual spectacles. The development history of films in both China and abroad has long proven that while special effects can attract audiences to theaters, it is the story that truly retains them. Without a story, characters, or emotions, even the most stunning visuals and impactful sound effects are merely transient sensory shocks. Classic films explore serious issues closely related to humanity and society: the meaning of life, the relationship between humans and the world, and the direction of civilization. These themes have been told and retold throughout human history because they touch upon the deepest emotional resonances, embodying humanity’s reflections on itself and the world.

Rather than viewing AI merely as a tool, it is better to regard it as a special language. It can extend the boundaries of human thought, acting like an all-knowing teammate—extremely intelligent, mission-driven, emotionally stable, and immune to illness or death. It is foreseeable that humanity will gradually become accustomed to delegating more and more tasks to AI. In this context, we must contemplate a profound question: if AI continues to evolve at an exponential rate, what challenges and opportunities will humanity face?

Perhaps one day in the future, AI will become incredibly powerful, but no matter how it evolves, it will ultimately draw nourishment from human thoughts, language, and experiences to achieve its own leap. Everything it ultimately presents is, in fact, a mirror: reflecting not the capabilities of the tool but the capabilities of humanity itself.

Recently, Bilibili launched a global “AI Creation Competition” for creators, with the first prize short film titled “Sign” showcased in the image below.