AI and Ethics on Set: How Much Automation Is Too Much?
The rise of Artificial Intelligence in filmmaking has sparked excitement—but also unease. It’s no longer a question of whether AI can help with certain tasks, but how much of the creative process it should take on. Nowhere is this tension more visible than on set, where collaboration, trust, and human presence have always been the foundation of filmmaking.
Where AI Fits Naturally on Set
There are areas where AI support feels natural and even helpful:
Scheduling: Automating call sheets and tracking changes in real time.
Logistics: Coordinating gear, rentals, and transportation through predictive tools.
Continuity: AI tools that flag inconsistencies across takes.
Safety Monitoring: Analyzing set conditions (like lighting or stunts) to reduce risk.
In these cases, AI acts as an extra hand, lightening the load so crews can focus on what they do best.
Where the Ethical Questions Arise
But then there are moments where automation pushes into more sensitive areas:
Replacing Assistants: Should AI tools take over jobs like script supervision or production assistance?
Creative Decision-Making: Should algorithms suggest how a shot should be lit, or which take is “best”?
Human Relationships: If AI handles communication, does it weaken the relational culture that holds a set together?
The danger is not just technical overreach, but cultural erosion. Film is made by people, for people—and when collaboration is minimized, creativity suffers.
Drawing the Line
So how much automation is too much? The answer depends on values:
If AI reduces busywork, freeing humans to collaborate, it’s a win.
If AI replaces relational roles, cutting out the very people who bring energy and creativity to a set, it crosses the line.
If AI undermines trust, making the environment feel transactional instead of human, it risks the soul of filmmaking.
Ethical filmmaking requires discernment—not just efficiency.
Final Thoughts
AI has a place on set, but it should never replace the heartbeat of collaboration. A strong film crew thrives on communication, creativity, and shared vision. At Fragrant Film, we see AI as a tool for support—not substitution. The question isn’t just “what can AI do?” but “what should it do?”
Because at the end of the day, filmmaking is more than assembling shots. It’s building a culture where human creativity, trust, and vision lead the way.
