As AI-generated images flood the entertainment landscape, many filmmakers are asking the wrong question. Instead of "How do we compete with synthetic content?" we should be asking "What can AI never replace?" The music industry's battle over the last few decades gives us our answer: the irreplaceable power of human connection.
The most profitable music artists of the 2020s are a mix of entrepreneurs and global talents. Jay Z and Rhianna top the Forbes list mostly because of their investments outside of music. Taylor Swift has the highest grossing tour of all time, and took more ownership of her music over her career.
Ed Sheeran has a massive following, and tours stripped down - himself and a guitar. Imagine Dragons - friends of mine - started growing because of the intimate connection they made with fans at their shows. They were approachable and served both through their music and the foundation they created.
Each successful artist built a direct relationship with their audience. While AI can generate endless songs in their style, it can't replicate their live performances, personal interactions, or authentic storytelling. They adapted to technological changes while maintaining their artistic integrity, focusing on creating genuine human connections that technology simply cannot match.
Just as musicians saw digital distribution and streaming coming years before it transformed their industry, we can see AI's impact on film production approaching. Those who prepare now will be positioned to thrive.
Like musicians who found ways to thrive despite AI-generated music, filmmakers must embrace new technologies while creating experiences that can't be synthesized. This might mean intimate screenings, behind-the-scenes access, or interactive elements that AI cannot replicate. Success will come to those who understand that authenticity and human connection remain paramount, even as AI transforms the creative landscape.
AI can't shake your hand. Or look you in the eyes. Or respond to your unspoken emotions that are simply on your face, felt by being in the same room. Leaning into these opportunities is where we create the new moat.
Just this week, we watched AI tools attempt to replicate Miyazaki's distinctive Studio Ghibli style. They failed. Why? Because for forty years, Ghibli has built something far more valuable than a visual style - they've built a community of loyal fans who understand that true artistry can't be synthesized. Despite scrolling through hundreds of AI attempts, not one image held my attention longer than it took to scroll past it.
These true fans understand the depth of craftsmanship, the cultural significance, and the human touch that goes into every frame. They recognize authenticity when they see it.
The future of film won't be won by those with the best AI tools, but by those who master the art of human connection. While synthetic media floods the market, the filmmakers who thrive will be those who create experiences AI can never touch. They won't just survive the AI revolution - they'll lead it.
