Artificial intelligence (AI) has taken center stage at Cannes 2025, sparking lively debates and inspiring both excitement and concern among filmmakers, critics, and industry insiders. As the film world gathers on the French Riviera, the conversation is no longer about whether AI will impact cinema, but how—and how fast.
The Unstoppable Wave of AI in Filmmaking
At this year’s festival, AI’s influence is everywhere—from the scripts that get written to the voices that echo on screen. Industry veterans and newcomers alike are realizing that resisting AI is not only futile but potentially counterproductive. As one roundtable participant put it, “The wave is coming and it's impossible to stop it. Our only option is to surf on it.”
AI is now woven into nearly every stage of the moviemaking process. It can help write screenplays, generate soundscapes, design sets, and even rejuvenate beloved characters. Films like the latest “Mission: Impossible” and Yan Gozlan’s “Dalloway” have already woven AI into their plots, reflecting the technology’s growing role both on and off the screen.
Predicting Audience Reactions: The Rise of Digital Twins
One of the most talked-about innovations at Cannes is the use of AI to predict audience reactions. Companies like Largo.ai are leading the charge, using AI models to create ‘digital twins’—virtual representations of real people, built from consented data. These digital twins can simulate how audiences might respond to a script, a scene, or even a casting choice, helping filmmakers make more informed decisions and reduce financial risk.
For young filmmakers, these tools can be a game-changer. By presenting investors with data-driven insights, they can secure funding more easily and tailor their projects to specific audiences. While some worry this could stifle creativity, others argue that understanding audience preferences is simply another tool in the creative toolbox.
Voice Cloning and the Authenticity Debate
AI’s reach extends beyond scripts and sets—it’s also changing the way actors’ voices are used. The Ukrainian company Respeecher made headlines for its role in helping merge Adrien Brody’s voice with that of a native Hungarian speaker in “The Brutalist,” sparking debate about authenticity in performance. Similar technology was used in Jacques Audiard’s “Emilia Perez” to blend singing voices for a more dynamic performance.
These advances have prompted the Academy of Motion Picture Arts and Sciences to clarify its stance: AI tools will neither help nor harm a film’s Oscar chances, but the human element in creative authorship remains paramount.
Navigating the Slippery Slope: Regulation and Ethics
With AI’s rapid advance, the industry faces pressing questions about regulation and ethics. While AI can cut costs and potentially improve films, concerns about copyright, data privacy, and job security persist. The European Union has taken steps to require transparency and respect for copyright in AI training data, and Hollywood unions have secured guarantees on consent for AI use.
However, global standards are still evolving, and some fear that political changes could roll back hard-won protections. As one screenwriter noted, “AI is a very powerful tool that is progressing extremely quickly, so it's legitimate to be a little afraid.”
Actionable Takeaways for Filmmakers
- Stay informed: Keep up with the latest AI tools and trends in filmmaking.
- Embrace AI as a collaborator: Use AI to enhance, not replace, your creative vision.
- Prioritize ethics and consent: Ensure all data and likenesses are used legally and ethically.
- Advocate for clear standards: Support industry efforts to establish transparent, fair regulations.
Summary: Key Points
- AI is now integral to many aspects of filmmaking, from scriptwriting to post-production.
- Tools like digital twins help predict audience reactions, offering new opportunities and challenges.
- Voice cloning technology is raising questions about authenticity and creative authorship.
- Regulation is evolving, but filmmakers must remain vigilant about ethics and legal compliance.
- Embracing AI as a creative partner—while advocating for clear guardrails—can help the industry thrive in this new era.
As the curtain falls on Cannes 2025, one thing is clear: the future of cinema will be shaped by how the industry chooses to ride the unstoppable wave of artificial intelligence.