AI Video Hits New Levels of Realism, Shaking Up Creative Work
Artificial intelligence-generated video has come a long way from awkward glitches like six-fingered hands or distorted faces. Today’s AI videos are so convincing that Hollywood studios, artists, and advertisers are taking notice—and the creative industry is feeling the impact.
A key marker of this progress is the infamous AI-created clip of Will Smith eating spaghetti. Back in 2023, the footage was blurry, with odd facial features and unnatural movements. Fast forward to 2025, and versions made with platforms like Google’s Veo 3 show no visible flaws, matching real-life video quality.
“Every week, sometimes every day, a different one comes out that’s even more stunning than the next,” says Elizabeth Strickler, a professor at Georgia State University.
Rapid Advances and Industry Partnerships
The last year alone has seen several major milestones: Luma Labs’ Dream Machine in mid-2024, OpenAI’s Sora in December, Runway AI’s Gen-4 in early 2025, and Veo 3 in May. Runway, a leader in AI video, has even partnered with Lionsgate and AMC Networks.
Lionsgate’s vice-president Michael Burns shared that AI could help create animated, family-friendly versions of popular franchises like John Wick or Hunger Games instead of investing in entirely new projects. AI also plays a role in early production stages, such as storyboarding and previsualization.
Jamie Umpherson, Runway’s creative director, highlights how AI enables filmmakers to generate complex scenes quickly. For example, Lionsgate can now produce a 10-second clip of “10,000 soldiers in a snowstorm” to decide if shooting a scene is worthwhile—something that would have cost millions before.
AI Feature Films and New Production Models
October saw the release of Where the Robots Grow, the first AI-generated feature film, fully animated without live action. For Runway co-founder Alejandro Matamala Ortiz, such projects are proof that AI can be a tool in production, not just a gimmick.
Some startups are embracing AI to produce multiple films on tight budgets. Staircase Studio plans to make seven to eight AI-assisted films annually for under $500,000 each, aiming to include unionized professionals whenever possible.
Yet, not everyone is on board. Andrew White, co-founder of Indie Studios, chooses not to use AI, feeling it compromises the creative process. Many creatives share concerns about AI’s environmental impact, copyright issues from training data, and broader social consequences.
Resistance and Embracing Change
Resistance is common, especially among younger creatives wary of AI’s costs and ethics. Still, ignoring AI’s role is becoming impractical. Strickler compares resisting AI adoption to running a business without the internet.
In 2023, the actors’ union SAG-AFTRA secured protections for their image rights concerning AI use, highlighting the growing need for industry regulation.
AI is also shifting creative power away from traditional Hollywood gatekeepers, opening doors for more artists to reach audiences. Runway’s founders, both artists and computer scientists, are pushing AI video forward not just in film and TV, but also looking into augmented and virtual reality, envisioning new ways to create immersive content.
“The most exciting applications aren’t necessarily the ones that we have in mind,” says Umpherson. “The ultimate goal is to see what artists do with technology.”
What Creatives Should Know
- AI video tools are improving fast—expect higher quality and more realistic effects regularly.
- AI can save time and money in preproduction, visual effects, and more, unlocking creative possibilities.
- Ethical and environmental concerns remain valid; staying informed and advocating for fair use is important.
- Early adoption offers an edge, but it’s also okay to choose where AI fits your workflow.
- Keep an eye on how AI integrates with AR and VR—these could open new creative avenues.
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