ARTIFICIAL INTELLIGENCE

The Visual Effects (VFX) industry is being revolutionized by the integration of Artificial Intelligence (AI) and Generative AI into traditional production pipelines to improve workflow efficiency. VFX is used in most modern film, television, and digital media productions to shape and explore visually immersive environments and complex cinematic experiences. On the contrary, traditional VFX production consists of several time and labor-intensive phases, including modelling, texturing, lighting, rendering, and compositing, that demand long production schedules and substantial budget expenses. This is one of the issues that has pushed the industry towards finding AI-driven solutions to help make an efficient production process while retaining creative excellence. This research analyses Artificial Intelligence and Generative AI bringing about higher efficiency, lower production costs, and creative workflow assistance for pipelines dealing with VFX. The mixed-method research based on surveys among VFX professional’s actors, pipeline supervisors, etc. and larger surveys-filled qualitative and quantitative data was the research method used here. We also compared traditional VFX workflows with VFX enhanced workflows with AI. It was found that the use of AI technologies can help a lot in terms of efficiency by eliminating repetitive tasks like rotoscoping, object tracking, and rendering optimization. Generative AI similarly helps artists as they come up with new concepts by creating design ideas and visual assets in a fraction of the time, quickening the pace of creative exploration. While these advances do present advantages, issues over copyright, reliance on software providers for continued access, and new technical skills requirements for artists remain significant issues. Ultimately, the authors advocate for the application of AI as more of an assistive co-pilot augmenting human creative capacity, rather than a replacement tool, promoting a hybrid production strategy in which human experience works in tandem with intelligent automation to push modern VFX production forward.