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NAB 2024: Key Insights from the Generative AI and the Role of the Cinematographer Panel

Writer's picture: Viktoria KraneViktoria Krane


The intersection of AI technology and filmmaking was a central focus of the panel discussion titled Generative AI and the Role of the Cinematographer at NAB New York 2024. The session featured Leland Krane, New York-based DP and CEO of ShotKraft the leading AI-powered shot-listing software for filmmakers and creatives  — and David Kruta, a cinematographer and founder of Cinematography Salon. With over 6,000 members, Cinematography Salon is a major network for industry professionals. The panel was moderated by Gary Adcock, Chicago-based producer, director and cinematographer, and an associate member of ASC, who kicked off the discussion:

We're at a watershed moment in AI. We're at the point where we've gotten past the, oh, my God, it's Terminator Skynet. I'm going to die ... to [AI] is in everything we do.

The hour-long panel drew a packed room of NAB participants and highlighted the evolution of AI as a creative tool, the ethical and practical concerns it raises, and how it’s making waves in both large-scale and indie film productions. The panelists discussed the changing nature of filmmaking from analog film to the digital era and shared opinions about how AI tools have the potential to enhance creative workflows.


ShotKraft Demo: Reinventing Shotlisting

The event started with a short presentation of ShotKraft, and a brief overview of the landscape of software tools for filmmakers, You can see the recording of the presentation below.



Key Themes and Takeaways from the Gen AI and the Role of the Cinematographer


1. AI as a Tool for Efficiency, Not a Replacement

Throughout the discussion, the panelists agreed on one major point: AI should be viewed as a tool that enhances, rather than replaces, the work of cinematographers. AI is now capable of writing poetry and essays, and even movie scripts. It can be used to generate photorealistic images and short videos. Many of these capabilities are already making it into the filmmaking process. Gary Adcock summarized:


This is building ways to make our productions more efficient, our knowledge more useful, and be able to deliver on a timely fashion.

The panelists stressed that human creativity and decision-making remain central to the process of creating content that is original and stands out. ShotKraft, for instance, automates many "busy" aspects of creating shot lists, pulling from a script to generate a shot suggestion for the whole movie nearly instantly, but leaves the more important decisions like camera movements, angles, and lenses to the creatives. Leland Krane elaborated:

"ShotKraft is for anyone from indie filmmakers to those working on larger productions, and it helps you get from A to B quicker, giving you more time to focus on what really matters—the creative aspects of your project."

2. Generative AI in Preproduction

David Kruta, who had just completed a sci-fi/horror film, mentioned how AI tools such as MidJourney and ChatGPT have become invaluable during pre-production. When working on a film featuring alien creatures, for example, he used generative AI to produce visual references for a spherical alien entity that could change its shape depending on its emotional state. This helped convey his vision to the director and production team much more quickly than traditional methods. He stated:


"I don’t have to rely solely on drawings or abstract ideas. With AI, I can create iterations of a specific object in minutes, show them to the director, and we can decide what best fits the story. This efficiency in idea generation is invaluable."

Kruda also discussed how AI streamlines script breakdowns, allowing for quick analysis of dialogue and scene elements. This speeds up communication between crew members, letting them focus more on the film’s artistic and technical demands.


3. Bridging the Gap for Low-Budget Filmmakers

An important point discussed by the panel was how AI-powered tools are leveling the playing field for lower-budget productions. AI is about empowering filmmakers—giving them the tools to create better films faster, without having to compromise on creative vision due to limited resources. AI is challenging the status quo, filmmakers that have the most to fear from from AI tools are the ones that have hidden behind walls of resources or technology that are not widely available. David Kruta concluded.

My prediction is that in a couple years, there's going to be some kid in their basement, 16 year old kid, that's going to leverage all of these tools and put some kind of amazing story into it and make something that will compete as well as anything else.

4. AI’s Role in the Evolving Cinematic Landscape

The discussion touched on broader industry shifts and the impact of content creators using AI in smaller, fast-turnaround projects. Kruta highlighted how platforms like TikTok and Instagram are influencing the commercial space.

Brands are moving away from big-budget productions to smaller, AI-enhanced content that can be repurposed across multiple platforms.

The panelists discussed how cinematographers can use AI to stay competitive. AI allows them to create more content in less time, a vital need in today’s fast-paced media landscape. However, Kruta emphasized that while AI can help produce efficient results, it lacks the depth and emotional nuance that human cinematographers bring to storytelling. "AI is great for productivity, but in the end, storytelling is what sets good content apart from mediocre content," he said.



Conclusion: The Future is Collaborative

The NAB 2024 panel on generative AI and cinematography provided a detailed look into how AI tools are rapidly changing filmmaking. As AI continues to evolve, it will likely play a more significant role in both indie and large-scale productions. Yet, as Krane aptly put it, “It’s about using technology to enhance the creative process—not replace it.” For cinematographers, AI represents an opportunity to streamline work, focus more on the creative aspects of their craft, and ultimately, tell better stories. View the full recording of the panel.


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