How Artificial Intelligence is transforming movies and advertising industries right now
Apr 18, 2025
On April 10, Netflix released the seventh season of the sci-fi anthology series Black Mirror. The show is known for tackling complex questions about technology and its impact on society. In the latest season, artificial intelligence (AI) takes center stage, reflecting growing concerns — and fascination — about its real-world influence. Without diving into the plot, let’s explore how AI is already changing the film and advertising industries in significant ways.
AI is not a distant promise — it is an active force reshaping production pipelines, creative processes, and how content is consumed. From restoring classic films to generating personalized marketing campaigns, AI is becoming a vital part of the creative ecosystem.
Restoration and Image Enhancement
Modern AI tools allow significant improvements in video quality by converting low-resolution footage into high-resolution formats such as 4K or even higher. These tools can analyze and reconstruct missing image details, making them particularly valuable for restoring archival footage and remastering older films for contemporary audiences.
De-aging and Deepfake Technology
Martin Scorsese’s The Irishman marked a turning point in the use of AI in film. Using technology developed by Industrial Light & Magic (ILM), the film featured digitally de-aged versions of actors Robert De Niro and Al Pacino — without relying on facial markers or traditional prosthetics. This innovation allowed actors to perform more naturally while still enabling complex visual effects in post-production.
Another notable example is Indiana Jones and the Dial of Destiny, where Harrison Ford was digitally rejuvenated using ILM’s proprietary FaceSwap AI. The system leveraged deep learning and decades of archival footage to recreate a convincing younger version of the actor.
AI in Script Analysis and Storyboarding
AI is being increasingly used in pre-production, particularly in script analysis. Belgian startup ScriptBook, for example, has developed a platform that evaluates screenplays and predicts box office performance. At the Karlovy Vary International Film Festival, ScriptBook’s founder Nadir Azharmi revealed that the AI was able to retrospectively identify 22 out of 32 Sony films as likely box office flops — films that indeed underperformed financially.
Generative Backgrounds and Visual Effects
AI is also revolutionizing visual effects and set design. Lionsgate, the studio behind John Wick and The Hunger Games, partnered with AI startup Runway to bring generative AI into its production workflows. This collaboration focuses on using AI during pre-production for tasks like storyboarding and early-stage VFX, significantly reducing costs and production time.
AI-Powered Personalization in Advertising
In the advertising world, AI enables global brands to personalize campaigns at scale:
L’Oréal has integrated AI through its ModiFace platform, which allows users to try on makeup virtually in real time. This enhances customer experience and boosts engagement across digital channels.
In 2024, Nike launched a line of sneakers designed with the help of AI. The system analyzed consumer preferences and fashion trends to generate product designs that resonated with target audiences — blending personalization with scalable production.
Coca-Cola demonstrated the creative potential of AI through its 2023 Create Real Magic campaign, developed in collaboration with OpenAI and Bain & Company. The platform invited users to create original digital art using branded Coca-Cola elements. Selected works were displayed on digital billboards in New York and London.
Looking Ahead
Artificial intelligence is rapidly becoming a transformative force in creative industries. It streamlines production, enhances storytelling, and enables new forms of audience interaction. But its implementation also demands a thoughtful, ethical approach — balancing efficiency with creative integrity, and innovation with responsibility.
As technology evolves, so too must our understanding of the tools we use. AI may not replace human creativity, but it will undoubtedly redefine how that creativity is realized.