Demystifying AI Filmmaking
My Conversation with AI Meets Cinema
I recently sat down with AI Meets Cinema to talk about the state of AI filmmaking, my role at Edelman, and where this entire industry is heading.
Here’s the distilled version of the video conversation:
My Role at Edelman
I serve as Global SVP and Group Executive Producer of AI at Edelman.
My job splits into two functions:
1. Internal AI leader:
I help establish proper processes and guardrails for AI use across the company, from creative teams to client teams.
2. Creative/technical educator:
I train directors, editors, designers, and creatives on AI tools and how they fit into real production workflows.
The pace is brutal. AI changes daily. Even in this role, staying current is a full-time job.
Democratization: The New Creator Economy
AI feels like the second coming of the early YouTube era:
Tools once locked behind budgets are becoming accessible.
A single creator can now execute ideas that used to take a full crew.
Production scales without cost scaling with it.
This isn’t just about speed. It’s about access. People who could never afford gear, software, or teams can now make high-production work.
That said—it’s exciting and disruptive at the same time. Some days this is thrilling. Other days it’s terrifying.
The Real Fear: Jobs and Identity
People are scared—and I get it.
Not everyone wants to put their artwork into an AI system.
Not everyone wants to relearn their role.
But here’s the truth:
AI doesn’t replace your creativity. It picks up where your skill set ends.
At Edelman, when I train illustrators, animators, designers, or editors, the ones embracing AI aren’t losing relevance—they’re becoming more valuable.
The software fills technical gaps.
The human still drives taste, craft, and storytelling.
This is the rise of the creative generalist: People who can do more because tools support their blind spots.
The Misconception: “AI Is Easy”
Most people who think AI is “one-click” have never made anything worth watching.
My last seven-minute film took a month to produce. Prompts alone take enormous creative thinking: shot design, lighting, staging, composition, continuity, and problem-solving.
AI filmmaking is still filmmaking:
You still edit.
You still color.
You still mix sound.
You still solve visual and narrative problems.
Automation isn’t artistry. Art is making choices.
Ethics, Rights, and the New IP Reality
AI forces us to revisit the basics:
Likeness rights
Style mimicry
Artist compensation
Stock image terms
Union expectations
If we treat AI ethically using traditional production logic, things get clearer:
If you wouldn’t use an artist’s style without hiring them in traditional production, then don’t do it with AI.
If you wouldn’t use someone’s likeness without permission, then don’t do it with AI.
We’re entering a world where everything—even artistic style—may become IP.
It’s messy, but it forces the industry to mature.
How to Start With Generative Video
You don’t need a huge workflow to begin.
Start small:
Animate an image.
Use Runway, Pika, Kling, Luma, Gemini—anything with free generations.Make a micro-film.
If you already edit or shoot, challenge yourself to create a short film in 48 hours.
This pressure-cooker approach is how I got started in the first Runway Gen:48.Treat AI like cinematography.
You still need:shot lists
storyboards
blocking
visual intention
AI doesn’t replace fundamentals. It amplifies them.
Why AI Makes Directors Better
Directors rely on shorthand with actors, cinematographers, and designers.
But AI forces precision.
To get the shot you want, you must articulate:
framing
lensing
energy
timing
tone
composition
It sharpens your ability to communicate vision. Worst case, you get better at previs.
Best case, you can generate full productions with the clarity of a seasoned filmmaker.
The Most Exciting Future Trend
The biggest shift isn’t film—it’s worldbuilding.
Game engines + generative video = cinematic universes on demand.
We’re approaching:
persistent AI-generated worlds
consistent multi-angle shots
coherent character continuity
real-time story generation
dynamic environments that remember changes
Google is already rolling out features like “show me this shot from another angle,” and it’s only the beginning.
We’re heading toward cinema built like open-world games—narrative, explorable, reactive.
Final Thoughts
The toothpaste is out of the tube.
AI isn’t going away—and creativity isn’t getting automated out of existence.
We’re simply shifting to a world where:
your ideas matter more
your storytelling matters more
your choices matter more
The tools are finally catching up to imagination.
And for filmmakers, that’s the most exciting moment in decades.
Be well, do good and make awesome things.
About the Author
Gabe Michael is an award-winning AI filmmaker and creative technologist shaping the future of production with AI. He currently serves as Global SVP and Group Executive Producer of AI at Edelman, where he consults internal and external teams, enhances production workflows and explores new creative possibilities with AI.
As an early adopter of AI technology in film, video and creative production, Gabe’s work has earned accolades for ‘Best Odyssey’ at Project Odyssey, ‘Best Character’ and ‘Best Art Direction’ at the Runway Gen:48 AI Film Competitions, leading to his entry into many creative partner programs with top AI video tools.
With extensive experience as a director and producer in the creator economy, Gabe collaborates with top film studios, brands, and digital platforms, and shares his expertise on LinkedIn, YouTube, and in classrooms at UCLA.
📍 Website: gabemichael.ai
📺 YouTube: Gabe Michael’s Channel
📷 Instagram: @gabemichael_ai
📝 Substack: The Creative Possible
💼 LinkedIn: Gabe Michael