‘AI could push many filmmakers out of business’ – Selassie Ibrahim raises concern

Film producer and Founder of Regal Film Festivals and Awards (REFFA), Selassie Ibrahim, has expressed concern about the growing use of artificial intelligence (AI) in filmmaking, warning that the technology could threaten the livelihoods of many industry players.

She described the development as alarming, arguing that not every filmmaker has the technical knowledge or resources required to adapt to AI-driven production.

In an interview, Ibrahim said the rapid advancement of AI could leave some professionals struggling to remain relevant in an industry increasingly shaped by technology.

“For me, it’s very alarming. It’s very worrisome because it might throw a lot of people out of business,” she said.

She explained that filmmakers who are unable to acquire the skills needed to work with AI could find themselves at a disadvantage as the technology becomes more prominent.

“It’s not everybody who is technologically inclined to use AI. So if you don’t have what it takes to use AI, it means you’re going to be out of business, which is very worrying,” she added.

Despite her concerns, Ibrahim acknowledged that technological advancement is inevitable and urged filmmakers to improve their skills and adapt to the changing demands of the industry.

“It breaks my heart, but that is what technology has brought to us. So we just have to up our game,” she said.

On whether AI-generated films are ready to showcase African stories at international film festivals, Ibrahim expressed reservations, particularly about the technology’s ability to accurately represent African content.

She argued that current AI platforms still struggle with aspects of visual storytelling, including synchronising character movements with dialogue and maintaining continuity in scenes.

According to her, such inconsistencies make AI-generated productions unsuitable for the kind of filmmaking she would want to see representing African stories at this stage.

However, she believes the technology could improve with time, particularly if African filmmakers and content creators push for greater representation and better tools for their stories.

Ibrahim also expressed confidence that audiences would continue to appreciate authentic human-created productions, even as AI becomes more integrated into filmmaking.

Her comments add to the growing conversation about how artificial intelligence could reshape the creative industry, with filmmakers facing the challenge of embracing new technology while protecting the skills, jobs and creative processes that sustain the sector.