AI set to slash demand for film crews

Artificial intelligence (AI) could reduce demand for crew members in Thailand's film production and post-production units by around 40% over 3-5 years, as technology cuts production costs and enables individuals to operate businesses that would traditionally require large teams, say entertainment executives.

The technology is accelerating the emergence of the "one-man corporation", creating new opportunities for Thai content producers to compete internationally through lower-cost, AI-assisted filmmaking.

"AI is transforming Thailand's media and entertainment industry, from dramas, advertising and short-form content to films and tourism," said Sirisak Koshpasharin, vice-chairman of the National Federation of Motion Pictures and Contents Associations.

Speaking at Bangkok University's "AI-Powered Entertainment Industry 2026" forum, Mr Sirisak said Thailand could capture greater value from AI, supported by its US$8.6-billion creative economy and established system spanning digital content, social commerce, tourism marketing and entertainment production.

Demand for traditional production crews, including camera operators, lighting technicians and post-production specialists, could decline by 40-50% within 3-5 years as AI reduces reliance on physical sets, equipment and manual editing, he noted.

However, directors, scriptwriters and other creative professionals would remain essential to storytelling, artistic judgement and conveying human emotions.

Mr Sirisak, who is also chief executive of Draconic Co, said it is planning a Thai-Chinese AI-hybrid feature film for theatrical release in the second or third quarter of 2027.

The project aims to halve production costs from roughly 30 million baht for a conventional Thai feature film to 15 million baht.

Despite the smaller budget, the company expects AI-generated visuals and techniques to achieve a cinematic scale comparable to conventional productions costing 100-200 million baht.

"The project reflects a shift towards hybrid production, combining human actors, directors and scriptwriters with AI-generated environments, visual effects and production tools," he said.

AI is being integrated across filmmaking workflows, from script development, storyboarding and budgeting to scheduling, editing and visual effects.

The technology can analyse character development, generate scene breakdowns and accelerate script revisions, while reducing the need for physical sets, green screens and reshoots.

"Thailand's competitive strengths remain creativity, cultural storytelling and understanding local audiences," Mr Sirisak said.

Although Chinese companies have greater financial resources and technological capabilities, they are seeking Thai creators for their artistic vision and storytelling expertise, he noted.

Growing demand for localised content across regional markets also presents opportunities for Thailand to expand content exports, said Mr Sirisak.

AI could reduce demand for Thai film production and post-production crew by 40% over 3-5 years.

ONE-PERSON COMPANIES

The rapid development of AI-generated content (AIGC) is also driving the emergence of the "one-man corporation", enabling individuals to manage entire production workflows using computers, smartphones and AI tools.

Mr Sirisak cited figures showing around 100,000 one-person AI companies have emerged in China, with fresh graduates establishing their own businesses rather than seeking conventional employment.

He said AIGC accounts for 80% of overseas ad spending in short dramas, while China launched 50,634 AI short dramas in January this year.

The global short-drama market is projected to reach $6 billion this year, supported by growing demand for mobile entertainment and vertical video formats.

With more than 200 vertical-drama apps and 150 over-the-top streaming platforms worldwide, smartphones are becoming essential content distribution channels.

Unlike conventional feature films, which can take 2-3 years from development to distribution, AI-assisted production enables creators to produce short-form content more quickly and at lower cost.

"We have a critical three-year window for Thai creators to capture this global shift," Mr Sirisak said.

Fully AI-generated productions featuring virtual actors are gaining acceptance in China, while audiences and industry professionals in Thailand and Japan remain more resistant to entirely synthetic content, he noted.

NEW SKILLS

Sutouch Parncharoen, AI director and president of the AI Creative Association Thailand, said AI is transforming production economics by automating administrative work, including the management of 200-300 employment contracts per film, shooting schedules and resource coordination.

Hybrid production also reduces reliance on physical sets and art departments, providing a lower-cost alternative to light-emitting diode (LED) virtual production, which can cost up to 500,000 baht per day.

An LED virtual production studio uses large LED walls and ceilings combined with real-time game engines to render 3D digital environments in-camera, replacing traditional green screens.

Mr Sutouch said locally deployed open-source AI models could reduce video generation costs to 10-20 baht per clip, compared with 400-500 baht for a 30-second 4K clip using commercial platforms, while potentially delivering comparable visual quality.

AI can also dramatically shorten post-production work. Removing unwanted objects from footage, such as modern appliances appearing in period dramas, can take seconds rather than two weeks and 100,000 baht required using conventional methods.

However, complex visual effects involving moving water or scattering flower petals still require practical filming or conventional computer-generated imagery, he noted.

"AI is creating demand for new technical roles, including AI operators responsible for managing production pipelines and automated workflows," Mr Sutouch said.

Storyboard artists, prompt engineers and line producers will need to use AI capabilities for visual planning, budgeting, scheduling and project execution. Automated translation, dubbing and lip-syncing also allow producers to adapt content for foreign audiences, although these technologies pose growing challenges for translators and voice actors, he said.

Panu Aree, an instructor at Bangkok University's School of Digital Media and Cinematic Arts, said AI is disrupting the entire filmmaking value chain, spanning pre-production, production, post-production and distribution. Post-production faces the greatest immediate pressure, particularly technical roles in computer graphics and sound production.

"The impact of displacement will be seen in Thailand next year," he said.