AI the movie - Our stance

As you probably guessed, in the age of AI, storytelling becomes all the more important. Why? If we can conjure up anything with it, we also end up with many generic and arbitrary images that we soon tire of. What does the story behind them tell us? What does it allow us to discover, feel, and understand? Or perhaps we simply long for the human element, for faces and hands that plant or create something, that are present. That experience. Explore. Have fun. Meticulously pursue their goals. Instead, we want to be stuck watching "Alice in Wonderland" from morning till night (hard to believe, it dates back to 1865)? You input a prompt – and receive a world in return.

So the question is not just: "Do we go through the door?"

But also: "Who will get out again?"

So, what do we want? To save money? To suggest reality? To exaggerate? To manipulate? Or to design pictures of the future that lead us into poetic-surrealistic spheres where it is permissible to leave the limitations of the unimaginative world?

And what does that mean specifically for our work?

We are open to AI-generated image creations as long as they truly provide us with added value.

It's a shame (or tragic), though, that AI-generated images rob us of our own experience. The result might look the same, but if I've housed a tortoise for two days, only to then let it eat a lettuce leaf from a Rosenthal plate—I'll always remember Sam the tortoise and how we laughed when it peed on the carpet. So, for me, it's not the same. Because the story behind its creation is different, the stakes are higher, the realization of a "crazy idea" (which wasn't easy to come up with!). Besides, this image—tortoise eating lettuce from a plate—generated by AI would be far too kitschy for my taste anyway.

This means that our visual language also changes, or we add our label: HUMAN ORIGINAL . Real. Human. Ungenerated. And if that's not the case, then

Let us enter Wonderland –

But we remain human.

We 're taking over the human leadership. Why? Because AI can't do magic. It can't do subtle nuances.

No imperfect life. No Kreuzberg catwalk with sketchbooks on her head. No strolling with ostrich feathers. No wrinkled hand with perfectly straight handwriting. No cow eating flowers off a plate. And even if she could, we don't want to—we don't want to pretend.

What AI can do, however, are provide technical solutions that allow us to implement certain things much more easily than before.

It is clear that we can all engage with this and explore what it means for us personally, in our work, or for our brand to use AI.

I'm happy to engage in a dance with AI, but I won't be told that it will replace everything.

Advantages/changes of AI for production:

Small teams can achieve great things

Design expertise is becoming more important

Directing and camera work are becoming more digital

All departments use AI

Budgets can be offered at a lower cost.

Is it more cost-effective?

Not automatically:

Storytelling remains

Prompting is working time

License fees

Post-production remains

Project management remains

Myth: Generate an image, and you're done?

AI generates raw material, not a finished scene.

Inken Sarah Mischke, owner of Perola Filmes GmbH