The film industry is gradually integrating artificial intelligence, but within a framework negotiated with creator unions. In March 2026, Deepdub launched Phantom X 3.2, its most advanced AI dubbing model, capable of reproducing an actor's voice in another language with realistic lip-sync. This technology is already being used by studios for the international dubbing of major productions.
Visual effects (VFX) are benefiting from AI for de-aging actors, generating digital sets, and creating virtual extras. Tools like Runway, Wonder Dynamics, and NVIDIA's solutions are reducing post-production costs and timelines. However, VFX artists are expressing legitimate concerns about the impact on employment in the sector.
The historic strikes by SAG-AFTRA (actors' union) and the WGA (writers' union) in 2023 resulted in framework agreements that strictly regulate the use of AI in the entertainment industry. Key points include: mandatory consent and compensation for the use of an actor's digital likeness, prohibition of using AI to replace a writer, and transparency regarding AI use in production.
Netflix, Disney+, and Amazon Prime Video are utilizing recommendation algorithms and commercial success prediction. Netflix has documented that its recommendation systems generate approximately 80% of viewing on the platform. Personalized trailers—where each viewer sees a different cut—are being tested.
Korean (K-dramas), Turkish, and Nigerian series are experiencing global success on streaming platforms, benefiting from AI subtitling and dubbing tools that facilitate their international distribution. 'Squid Game' (Netflix) demonstrated the commercial potential of non-English productions.
The debate over copyright remains heated. The New York Times' lawsuit against OpenAI and class-action suits by artists against AI image generators (Stability AI, Midjourney) could have major implications for the use of AI in creating cultural content.
