An advertisement for Porsche, seemingly conventional, hides a surprising reality: it is almost entirely generated by artificial intelligence. This project, completed in three weeks, illustrates the speed at which AI is transforming the film industry.
This video, shared on Reddit by László Gaál, shows a fictional family fascinated by sports cars. The behind-the-scenes footage, equally convincing, is also the product of AI. Only a tiny part, the scene of the author being interviewed while sitting on his chair, is real. This work, created using Google DeepMind's Veo 2, raises questions about the future of audiovisual creation.
The power of Veo 2: a revolution in motion
Veo 2, the latest version of Google's video generation tool, allows for the creation of realistic sequences from simple text descriptions. László Gaál used this technology to produce a complex advertisement in just 12 days. The behind-the-scenes footage required an additional 4 days.
One of the major challenges lies in the consistency of characters and scenes. Veo 2 works solely from text prompts, with no ability to use reference images or videos. This means that each description must be carefully formulated for the AI to generate similar visual elements from one scene to the next.
To achieve this, tricks are necessary, such as repeating specific details in the prompts to maintain a uniform appearance. Despite these constraints, the results remain impressive, demonstrating the power of this technology.
This ad was generated by AI A threat to the film industry?
If a single person can create a high-quality advertisement in a few weeks, the film industry could be disrupted. Production costs could plummet, but many jobs are at risk of disappearing. Hollywood studios will need to adapt to this new reality.
Moreover, this technology makes it difficult to distinguish between reality and fiction. Viewers might soon doubt the authenticity of every image they see. This mistrust could have profound social consequences.
The future of cinema: between tailor-made dreams and cultural divides
Artificial intelligence paves the way for an era of fully personalized entertainment. It will certainly soon be possible to ask an AI to create a film tailored to your tastes, with custom actors, settings, and plotlines. This technology could make the creation of complex content accessible to amateurs, without requiring massive budgets or large technical teams.
However, this extreme personalization carries risks. If everyone consumes works tailored to their preferences, shared culture could disappear. Discussions around a film or series, which create social bonds, might become rare. Moreover, this fragmentation could reinforce information bubbles, limiting exposure to different ideas or perspectives.
Another critical aspect concerns artistic quality. If AI facilitates creation, it could also homogenize content, favoring popular formulas over originality. Directors and screenwriters might lose their central role, replaced by algorithms designed to maximize engagement rather than innovation.
Finally, this increased interactivity raises ethical questions. Who owns the rights to works generated by AI? How can intellectual property be protected in a world where anyone can create films with a few clicks? These issues will require appropriate regulation to preserve both creativity and the rights of creators.
Thus, the personalized and interactive future promised by AI is both exciting and concerning. It offers unprecedented opportunities but demands deep reflection on its cultural, social, and ethical implications.
Article author: Cédric DEPOND