Coco Mao, CEO of Open Art, asserts that generative AI tools will not replace live film production, emphasizing a future where both coexist.
Coco Mao, CEO of Open Art, announced on September 15, 2026, that generative AI tools are unlikely to replace live film production anytime soon. Mao spoke at the Access Canada Summit, a prominent event organized in partnership with The Hollywood Reporter, addressing the audience alongside senior editor Steven Zeitchik.
During her session, Mao emphasized that while generative AI technologies have made significant strides, the unique artistry and emotional depth of live-action performances are challenging to replicate. She highlighted that her company’s focus is currently on enhancing the production process rather than replacing it.
Coco Mao noted that her company has developed a tool named Director, designed to help users transform prompts and scripts into videos. Early adopters, including digital creators on social media platforms, have started utilizing this technology, which can generate videos of up to five minutes in length. Mao mentioned that marketing and advertising sectors are also embracing this "vibe directing" approach, leveraging AI tools to produce commercially viable content.
Despite these advancements, Mao remarked that the film and TV industries are comparatively slower in adopting these technologies. She stated, "We see this industry honestly being the slowest one, for good reason," pinpointing the complexities involved in traditional film production processes. Currently, Mao's tools are mainly intended for pre-visualization and post-production, with no immediate plans to replace physical sets or on-set filming.
Mao articulated that generative AI is still in its infancy when it comes to matching the nuances of live performances. She contrasted the slow adoption rate in conventional film with higher uptake among digital creators and marketers, who are more willing to integrate AI tools into their workflows. Existing filmmakers are likely to maintain a hybrid model, utilizing both AI capabilities and traditional production methods.
The sentiment in the industry mirrors the historical skepticism surrounding visual effects (VFX) when they were first introduced. Mao paraphrased this sentiment, suggesting that while initial resistance exists, acceptance is likely to grow as AI technologies evolve further. "There has been a lot of controversy, but we do see this industry starting to adopt, especially in pre-production and post-production," she explained.
The evolution in attitudes toward AI-enhanced production tools suggests that as filmmakers gain familiarity with these technologies, the dynamics of film creation may transform significantly. Support from marketing agencies and the success of AI in assisting with content creation can serve as a catalyst for broader acceptance in traditional filmmaking practices.
For emerging filmmakers, AI tools could provide significant resources to streamline their creative processes, allowing them to focus more on storytelling than on technical execution. However, the presence of live actors and human creativity will remain vital components of the filmmaking process in the near future.
Though generative AI tools like those from Open Art promise efficiencies and new capabilities in film production, technology's integration into traditional film practices remains a gradual process. Coco Mao’s insights at the Access Canada Summit highlight a cautious yet optimistic outlook, indicating that AI will act as a complement rather than a substitute for live action.
As the film industry navigates this technological transition, its adherence to the core elements of production may not only preserve artistic authenticity but also cultivate innovations that leverage both human talent and technological advancements. For now, creatives and filmmakers appear set on maintaining a balanced approach as they explore the potential of AI.
For more on the evolving landscape of film and technology, check out our coverage on Chase Infiniti's debut film and the Chicago Film Festival lineup.
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