Generative AI Excluded from the Production of "Avatar: Bulgwa Jae"
"Creativity Is Inherently Human... We Must Go Beyond the Average"
"AI that replaces actors will never be used."
This was the firm stance expressed by Director James Cameron during a virtual press conference with Korean journalists on December 12. Although the event was held to introduce his new film, "Avatar: Bulgwa Jae," the main topic was not the film's universe, but rather the impact that generative artificial intelligence (AI) could have on filmmaking. He drew a clear line, stating that even as generative AI spreads throughout the film production process, he would never use AI in a way that replaces actors or creators.
Director Cameron said, "When people in the industry talk about AI these days, they mean generative AI such as text-to-video," adding, "It is not right to use this technology to replace actors' performances or creative work." He continued, "What audiences empathize with on screen ultimately comes from human experience and emotion," emphasizing, "AI may be able to create average images, but it has clear limitations when it comes to originality and consistency in creative work."
He also stated that no generative AI was used in the production of the "Avatar" series. All the characters and emotions in the world of Pandora were created based on the actual performances of actors, and technology merely served as a tool to realize them. "Actors interpret their characters and infuse them with their own lives and emotions," he said, adding, "That process itself is creativity."
However, he did not completely deny the role of AI. Director Cameron said, "If AI is used as an auxiliary tool in the visual effects (VFX) workflow, it could help reduce production costs."
He also pointed out that while VFX costs for recent blockbuster films have soared, box office revenue has dropped by nearly 30 percent. He warned, "If this trend continues, large-scale films based on imagination may lose their sustainability altogether."
This creative philosophy is also evident in "Avatar: Bulgwa Jae." The story follows a cycle of loss, anger, and violence, containing conflicts that go beyond a simple dichotomy of good and evil. A new Na'vi group, never seen before, also makes an appearance.
Director Cameron said, "We did not portray the Na'vi as one-sided embodiments of nature's goodness." He added, "If you want average results, maybe AI could do that. But the reason we make films is to go beyond the average."
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