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AI video moves from demo reel to production pipeline

Generated footage now appears routinely in advertising, previsualisation and independent film, as studios settle into a hybrid craft — and new credit rules.

By Elena Vasquez, Consumer AI Reporter — LOS ANGELES

LOS ANGELES — AI-generated footage has crossed from curiosity to line item. Advertising, previsualisation and independent film now use generated shots routinely — establishing vistas, impossible camera moves, crowd extensions — while labour agreements struck last year govern disclosure, consent and credit.

The emerging craft is hybrid: filmed performance anchors the human core, generation handles what was previously unaffordable, and a new below-the-line role — generation supervisor — sits beside the cinematographer on call sheets.

Audience research so far finds viewers largely indifferent to disclosed generation in incidental shots — and sharply hostile to undisclosed synthetic performances, a line the industry's new credit rules exist to hold.

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