Artificial Intelligence (AI) is rapidly transforming the global film industry, presenting both opportunities and challenges.
The MultiChoice Talent Factory (MTF), a leading pan-African film and TV production academy, recognises the transformative potential of AI in empowering the next generation of African storytellers.
Besides being a sustainable, impactful talent pipeline, MTF is a flagship MultiChoice CSI initiative to ensure that Africa’s next generation is not just consumers but active shapers of the technology evolution. As storytellers, they are also equipped to make use of technology, leverage AI to enhance African creativity and drive industry growth on the continent.
The AI enabler
In this understanding of the new technology, AI is not seen as an alternative to human creativity, or a threat, but an enabler; an amplifier. For African filmmakers, AI opens doors to enhance storytelling, streamline production processes, and bring authentic narratives to life in innovative ways. By embracing AI, filmmakers can elevate their craft, making it more efficient and accessible while preserving the rich humanity that defines African storytelling traditions.
AI is already established as an invaluable tool in the production of mainstream commercial films. Several cult and commercial films have used AI as an integral part of their production process.
Among these was The Irishman from 2019, which used an AI technology called FaceSwap to reference older movies of the lead actors, and then create youthful “de-aged” versions of those actors.
A similar type of “deepfake” technology is also sometimes used in high-budget action movies to replace the faces of stunt artists with the faces of the lead actors in the final film. Such a technique was used in the Marvel movie Shang-Chi And The Legend of the Ten Rings, where machine-learning was used to “swap” the faces of stunt doubles during fight scenes.
In The Brutalist, AI was used to improve the pronunciation of lead actors Adrien Brody and Felicity Jones, who speak Hungarian in parts of the movie.
Some filmmaking AI applications have drawn praise, while others have courted controversy. However, for Africa to occupy its rightful space as home to many of the world’s greatest stories, the continent’s storytelling talent must learn these AI methods – and a host of others.
The tools at work
Many of these AI tools are pre-production tools that enhance the efficiency of the process and even make it more affordable. During the process, AI technology can be used for applications like idea iteration, scene blocking, to generate mood boards, or to assist with initial script drafts.
AI can also assist in generating a range of plot possibilities, help to pre-visualise scenes, streamline editing and create sophisticated visual effects.
While AI offers immense potential, it also raises ethical questions, such as data privacy, representation, and the responsible use of technologies like deepfakes. MTF stresses the importance of addressing these concerns thoughtfully, encouraging filmmakers to use AI in ways that respect cultural values and maintain trust with audiences.
Opportunities for African Storytellers
For African filmmakers, AI presents a unique opportunity to tell stories that resonate globally while staying rooted in local cultures. By leveraging AI, they can create visually stunning films, enhance production efficiency, and reach wider audiences through platforms like MultiChoice’s hyperlocal content ecosystem, which prioritises stories that reflect viewers lived experiences.
MTF’s mission is to empower young filmmakers to seize these opportunities, ensuring they are equipped to navigate the technological future of the industry. By encouraging a deep understanding of AI’s capabilities, MTF encourages graduates to push creative boundaries while maintaining the authenticity of African narratives.
MultiChoice, parent company to MTF is already deploying AI to enrich its content offering and to improve user experiences. AI tools are applied to extract useful insights from the oceans of data generated by MultiChoice subscribers and used to customise and refine their customer journeys.
In the final analysis, AI is critical to delivering a world-class training programme that will equip aspiring film and TV professionals to thrive in a dynamic media landscape. With AI as a partner, the next generation of filmmakers are ready to redefine the art and impact of African cinema.
