I started Wave Films in 2012 thinking I'd make movies. Turns out, making movies isn't that simple.
Coming from business school, I naturally divided the world into two camps: business stuff I could handle, and creative stuff I'd leave to the experts. Clean separation. Logical.
Thirteen years later, I've discovered that this same principle—knowing when to handle things yourself versus when to rely on others—holds the key to working with AI in filmmaking.
The Constraint Principle
Here's what nobody tells you about creativity: unlimited resources kill it.
I've produced hundreds of hours of content across Singapore, Malaysia, and the Philippines. Every single project had budget constraints. Every single project forced creative solutions.
When I tell a creative team "no, we can't do it that way," something magical happens. They don't give up. They get creative.
This happens on every project because you never have unlimited resources. You always have to find creative solutions and compromises to make things work.
The constraint principle applies to AI too.
Reframing the Question
Most filmmakers ask: "Will AI replace my creative work?"
Wrong question.
The right question: "How can AI help me be more creative within my constraints?"
AI isn't your competitor. It's your creative sparring partner.
When you're working on a small budget project, you don't have money for a big creative team, extra director days, or a storyboard artist. AI fills that gap.
It helps you bounce ideas, generate concepts, and push creative boundaries you couldn't afford to explore before.
The Sparring Partner Approach
But here's the key: it's a conversation, not a command.
When I'm sparring with AI, I'm not asking it to replace my judgment. I'm using it to explore possibilities I couldn't access otherwise.
There's no formula for when to trust AI output versus when to push back. That's where experience comes in.
You need to understand your client, know what they've done before, recognize market trends, and grasp your technical constraints.
This is the human touch. AI can generate ideas, but you decide which ones are worth pursuing.
AI as Another Tool
Don't fall into the trap of believing AI is the all-knowing god of creativity.
It's another tool in your filmmaker's toolkit. Just like choosing which camera to use, which lights to set up, or which location to shoot.
You need to know which tool to use at what point. The AI film market is exploding toward $14.1 billion by 2033, but the fundamental principle remains the same.
Know your craft first. Then use AI to amplify it.
Practical Steps for Filmmakers
Start by identifying which parts of your workflow eat up time without adding creative value.
Script development, initial concept exploration, and brainstorming sessions are perfect AI collaboration opportunities.
Use AI for ideation, not decision-making. Let it generate options, then apply your experience to curate and refine.
One filmmaker recently demonstrated how AI tools could reduce a $4.1 million production to $400,000. That's a 90% cost reduction while maintaining creative vision.
The key is maintaining control. You're the creative director of this partnership.
Building Your AI Workflow
Begin with low-stakes projects. Use AI for concept development on smaller productions where you can experiment without major consequences.
Pay attention to when AI suggestions feel right versus when they miss the mark. This develops your intuition for AI collaboration.
Remember: whoever is using AI for creative purposes needs to be a good creative at heart. They need to recognize what a strong concept looks like and what's worth pitching.
The AI provides raw material. You shape, amend, and curate it into something meaningful.
The Future Mindset
Industry leaders are already embracing this approach. As one executive put it: "It's the greatest sparring partner you can have."
The filmmakers who thrive will be those who learn to collaborate with AI, not compete against it.
This means developing judgment about when to trust AI output and when to override it. It means understanding your craft deeply enough to guide the collaboration.
Most importantly, it means reframing constraints as creative opportunities.
AI doesn't eliminate the need for human creativity. It amplifies it.
The question isn't whether AI will change filmmaking. It's whether you'll learn to dance with it or get left behind.
Start small. Start now. Your creative sparring partner is waiting.