Artificial Intelligence (AI) and Generative AI (GenAI) in film production processes (by Rome Business School)

Description

This study, supervised by Francesca Catricalà in collaboration with Rome Business School, explores the application of Artificial Intelligence (AI) and Generative AI (GenAI) in film production processes. Through a combination of theoretical analysis and qualitative interviews with industry professionals, the research investigates how these technologies are reshaping key stages such as screenwriting, post-production, and marketing. The paper highlights operational benefits — including cost reduction and broader accessibility for independent productions — while also addressing emerging challenges related to intellectual property, creative control, and the protection of digital identities. Intended as a valuable resource for producers, creators, and cultural professionals, the study offers an updated and multidisciplinary perspective on the evolving role of AI in today’s audiovisual industry.