AI is changing filmmaking and opening up some really interesting possibilities for our clients and the work we create together.

At Pukka, we’ve been using AI-assisted technology within our processes for years. It helps us work more efficiently, speeds up some of the more repetitive parts of production and means our clients’ budgets can work harder.

Generative AI is taking those possibilities much further. It can help develop and explore ideas, create imagery, enhance VFX and post-production, produce content in different languages and offer new creative solutions that might previously have been difficult or expensive to achieve.

But with more possibilities comes more choice. Our role is to understand what our clients are trying to achieve, who they need to reach and what they want people to think, feel or do, then recommend the best way to get there.

That gives our clients a much broader creative toolkit, where traditional filmmaking, animation, VFX and AI can all play a part, often working together to get the best result.

We also know the technology is developing quickly and there are still important questions around copyright, licensing and how some AI models have been created and trained. We’ll always be open about how and where AI is being used, so our clients can make informed decisions about their work.

Ultimately, the purpose of the films we make hasn’t changed. They’re there to connect with people and influence behaviour, and authenticity and human understanding are a big part of making that happen. AI opens up new ways to be creative and new opportunities to make that work even more effective.

AI gives us more possibilities. Our job is to use them well.