Embracing AI: Maximising the Benefits of AI Technology in the Malaysian Filmmaking Industry

Abstract

Artificial Intelligence (AI) 's historical use in the film industry highlights its function in streamlining procedures and increasing creative components. Moreover, AI enhances pre-production, production, post-production, film marketing, and even predictions by using data to comprehend audience interests and preferences, assist with budgeting, offer comments on screenplays, and visualise special effects concepts. Technological innovation, characterised by the replication of human intelligence in machines in order to simulate human cognition and behaviour, is also represented by AI. There is a lack of understanding among stakeholders. This has led to several discussions and case studies that need to be addressed. This study aims to examine AI's benefits in maximising them in the filmmaking industry among professional filmmakers in Malaysia. On the other hand, this study employed purposive sampling, selecting 15 informants who met specific criteria for one-on-one interviews from different states in Malaysia. Semi-structured interviews, guided by eight predetermined questions, were conducted, and the data were analysed using thematic analysis. Additionally, the study was framed within the context of Technological Determinism Theory that found four main themes: i) Accountability & Transparency, ii) Data Security & Privacy, iii) Reduce Bias & iv) Diversity, and Redefine Job Roles. The integration of AI into various filmmaking processes has been recognised as a means to enhance both productivity and creativity, a view shared by the filmmakers interviewed. This study's findings are consistent with the notion that AI can automate scene analysis, recommendation engines, and scriptwriting processes. In addition, the study offers valuable insights for professional filmmakers by identifying the specific benefits of AI technology in enhancing creativity, production efficiency, and storytelling innovation. By examining ways to maximise these benefits, the research provides actionable guidance for industry practitioners to leverage AI without compromising artistic integrity.