The rapid development of artificial intelligence (AI) is fundamentally changing the methods and logic of film and TV production. Amid this upheaval, traditional film and TV production practitioners are exploring ways to switch careers, while new roles and opportunities are also emerging, one of which is "AI directors."
AI directors, also known as AIGC directors, refer to a brand-new role that uses AI tools to independently or collaboratively complete the creation of film and TV content such as short/micro-dramas, micro-films, animations, and advertisements. Some AI directors have transitioned from experience accumulated in the traditional film and TV industry; others have crossed over out of a love for filming and a desire to express themselves.
Luo Shixuan, who majored in directing at university, currently works as an AI director in Hangzhou and is responsible for developing AI short drama workflows, covering short drama production and the management of traffic-boosting materials. Luo Shixuan told us that his first job after graduation was related to gaming.
From 2023 to 2024, he entered the industry after seeing the development of the short drama sector. When new AI technology emerged, short dramas became one of the industries most severely affected.
"Entering the AI industry was also a rather natural progression."
Unlike Luo, before becoming an AI director, Li Ting worked as a product manager at an internet company. Speaking of why she entered the industry, Li said she herself loves shooting vlogs and music. After seeing some AI-produced video works, she realized that AI tools could already achieve delicate artistic expression.
"For ordinary people like me who have some stories in their hearts that they want to express, in the AI era, there are opportunities to express ourselves."
The work that led Li toward the AI director profession was "Jun," created by director Yang Xuan based on the story of Wang Zhaojun. The two now also serve as co-founders of a studio opened in Shenzhen, carrying out creative practice in the AI film and TV field.
Yang, who came from an art background, had previously done art design, shot advertisements, and even worked in the furniture industry. In 2024 and 2025, he began trying to use AI to produce clips and started participating in competitions. He admitted that much of the content he had made before was relatively commercial, and that he has now found a path he rather likes (AI content creation related to traditional culture) and also touched on topics related to Alzheimer's disease and mother-daughter emotions. Yang said he hopes every attempt carries academic reflection.
As AI continues to iterate, there are temporarily no definitive answers regarding the boundaries and future of AI film and TV. These creators who have entered the field are, through repeated creative practice, exploring the possibilities of film and TV expression belonging to this era.
(Reporters: Tracy, Laura Cheung; Camerapeople: Sammi, Peter Poon; Video Editor: Sammi; Editors: Laura Cheung, Kelly Yang; English Editor: Darius; Producer: Tracy)
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