Hyderabad: A controversy regard- ing AI usage has led the Academy to con- sider making disclosure of AI usage mandatory for Hollywood films. In the movie, The Brutalist, which has been nominated for 10 Oscars, AI tools were used to make the Hungarian spoken by the lead pair more authen- tic. The editor of the movie, a native Hungarian speaker, fed his own voice into the AI tool and used it to help the lead pair ace some difficult parts of the language. This revelation led to a backlash from viewers who asked, how much AI is too much AI?THE OUTRAGEViewers felt that they were deceived by the movie. What they thought were authen- tic performances had been achieved with the subtle use of AI. One viewer wrote on ‘X’: “I was extremely excited to see The Brutalist, but you can add it to the list of films I can’t in good con- science support. The use of generative AI visuals honestly feels like it spits in the face of the themes of a movie about art and architecture and the human condition, *sigh*.”In another nominated movie, Emilia Perez, AI was report- edly used to blend star Karla Sofía Gascón’s singing voice with that of another singer so that her character could hit certain notes. Such modifications create distrust in the hearts of viewers who will now strug- gle to understand what’s real and what’s synthetic.Disclosing the extent of AI usage will help viewers restore their faith in cinema and art. Art is seen as a transformative tool because it shows how the human brain is capable of creating beauty through various mediums. Being honest about AI usage helps viewers to make an informed choice about what they can appreciate in a performance.TOLLYWOOD AND AI In the past couple of years, Tollywood has embraced AI in a big way. It has been used to make the heroes look younger and dub an actor’s voice in various languages. In movies like Kalki 2898 AD and HanuMan, AI has been used to present a more authentic experience to the audience. While some maintain it is a tool to assist human creativity, where do we draw the line?“As of now there is no specific regulation mandating the disclosure of artificial intelligence usage in Tollywood, and Indian films in general,” says Mohan Vadlapatla, who is joint secretary of the Telugu Film Chamber of Commerce and also a producer. “However, the evolving global standards and ongoing discussion in the Indian film community say that filmmakers should stay informed about potential future guidelines,” he adds.“Transparency in AI applications may become increasingly important in maintaining audience trust and adhering to emerging industry norms. As far as I understand, the rule for disclosing AI usage will be followed from Oscars 2026. So, in a way, since our movies are also being made keeping the Oscars in view, we too have to follow those rules,” adds Mohan Vadlapatla, who is debuting as a director with his movie M4M (Motive for Murder).One of the most anticipated movies from India now is Rajamouli’s SSMB29. Reports say that the director is going to use AI in many aspects of storytelling, including designs of characters and animals. “I believe Rajamouli is planning to release the movie in 2027. So if it is mandatory from 2026, there is no other choice but disclose it,” adds the producer.AI STEALS LABOURC. Yamini Krishna, a professor who works on film history, says that AI helps people make money at the expense of other people’s labour. “If AI can produce someone’s voice, it’s taking away the jobs of voice-over artists. Also, we need to ask our- selves if we are making films only to earn profits. In that case, we can let AI take over entire film operations and earn money.” Adding that beauty lies in imperfections, she says, “In the case of the Hungarian accent in The Brutalist, you are able to create an imitation of a Hungarian accent, but it will never be equivalent to what a human being can achieve. We enjoy art in its imperfections. AI is killing art itself.”
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