Generative AI (AI) is set to disrupt commercial advertising and replace processes within film and TV production, according to filmmakers and technologists at FilMart. These experts believe it is already changing processes within the production industry and is poised to disrupt new technologies like virtual production. Kuaishou, a Chinese-listed company, has showcased its latest 3.0 model, which aims to give filmmakers more control over movement and composition. The new model includes advanced camera control and character consistency. The impact of these tools is already visible in high-end Chinese productions. Singaporean film director Gavin Lim (“Diamond Dogs”), believes that generative AI will help small, less-capitalized film industries in Asia compete with large-million dollar budgets on a visual scale. Lim also believes that AI may be a disaster for newer technologies like LED virtual production and is against any system that removes the human element from the final loop.