Video production is undergoing a profound transformation, driven by the rapid development of artificial intelligence (AI). Particularly in the realm of commercials—where creativity and efficiency must go hand in hand—AI opens up entirely new possibilities and revolutionizes traditional production workflows. One particularly exciting aspect is the virtual depiction of animals, which has traditionally posed numerous challenges in classical video production.

Video Production with Animals: A Complex Undertaking

Working with animals on a film set is a complex and resource-intensive process. Ethical considerations such as animal welfare must be addressed, alongside logistical challenges like training the animals, adapting sets, and hiring specialized trainers. Unforeseen delays often result in significant additional costs if the animals do not behave as expected. Moreover, emotions and movements can only be controlled to a limited extent, restricting the creative possibilities for filmmakers.

This is where AI-based video production steps in. It not only offers solutions to these issues but also expands creative possibilities in impressive ways.

The Showcase: Two Cats and an Anchovy Factory

The Swiss startup AMA, specializing in AI-based media production, has demonstrated the potential of this technology with its showcase “Anchovy Bandits”, now available on YouTube. The humorous short film tells the story of two cats breaking into an anchovy factory. What makes this showcase unique is that it was created entirely through AI prompting—without the need for physical sets, live animals, or human actors.

The photorealistic cats move fluidly and naturally, their movements are anatomically accurate, and their voices are perfectly lip-synced. The entire scene—from industrial machinery to camera angles and lighting—was generated using AI text prompting, delivering a level of detail comparable to high-budget 3D productions.

Producing such a project is anything but trivial. One of the biggest challenges lies in realistically simulating the movements of animals and humans. The complexity of movements and emotions requires highly sophisticated data models. AMA’s showcase highlights how rapidly this technology is evolving and setting new standards for media production.

The Benefits of AI-Based Productions

AI-based productions eliminate the costly expenses associated with animals, sets, props, and on-site logistics. At the same time, the technology provides unprecedented creative freedom, allowing directors and creatives to design scenes and characters that would be difficult or impossible to achieve in reality. Additionally, AI offers immense flexibility, enabling real-time changes without requiring additional shooting days or set adjustments. Finally, the scalability of AI productions allows even complex projects to be completed more quickly without compromising quality.

A Glimpse into the Future

It is conceivable that, in the near future, entire feature films could be produced from the comfort of one’s living room using advanced AI tools. This development could not only drastically reduce production costs but also fundamentally democratize the film industry. New talents and creative ideas that have previously been held back by technical or financial barriers could find their way into the world of filmmaking.

Moreover, this technology is giving rise to new professions, such as the AI Content Creator. These specialists will be trained to use AI tools effectively, generating content that is not only efficiently produced but also highly creative and precise. These new roles could revolutionize the way films, commercials, and other audiovisual productions are created, placing the collaboration between technology and human talent at the forefront.

Addressing Challenges for Film Professionals

However, this transformation also presents challenges, particularly for film crew members, actors, and voiceover artists. Concerns about AI technology potentially replacing jobs are valid. For example, digital avatars could replace real actors, and AI-generated voices might reduce the demand for human voiceover artists. Film crew members may face reduced demand for physical shoots.

It is crucial, however, to approach this change with an open mind rather than fear. For professionals in these fields, there is an opportunity to engage with AI technologies actively and understand their potential. Instead of perceiving technology as a threat, they can learn to use it as a tool to expand their skills and discover new applications. Actors, for instance, could create AI-powered avatars to extend their presence, voiceover artists could develop tailored voices using AI tools, and film crew members could take on technical roles in virtual productions.

The potential of such technologies to lower barriers to film production and create new professions demonstrates the transformative power of AI-based media production. It enables not only greater efficiency but also expands creative horizons for everyone involved—provided they are willing to engage with the possibilities offered by this technology.

AMA: A Startup on Par with Industry Giants

What AMA has accomplished with the “Anchovy Bandits” showcase is impressive. The Swiss startup proves that it can compete with conventional 3D productions, which often require significantly more resources. However, the key takeaway is that tools alone do not create great productions. It is the expertise and creativity of the people using them that make the difference.

Conclusion

The future of media production lies in the symbiosis of technological progress and human expertise. AI-based productions offer immense advantages in terms of efficiency and creativity, while also expanding the boundaries of what has been possible in the media world so far. AMA’s showcase demonstrates that we are only at the beginning of this exciting development—and that the best stories are yet to be told.

Watch “Anchovy Bandits” now on YouTube

Press photos for free use with AMA credit

¹AI Prompting refers to the technique of guiding artificial intelligence through targeted text inputs or commands (prompts) to generate specific content such as images, videos, or text. It enables precise interaction with AI models to achieve creative and customized results.