'55 million views.'
A 27-second video resembling a scene from a 1990s romance film set in New York has garnered significant attention on Instagram. Featuring impeccably attractive characters against a fall backdrop, the actors and their surroundings were entirely created by artificial intelligence (AI).
The video, which appears to feature real actors, has sparked explosive reactions on social media. Comments such as 'Make a movie with this character,' 'It should be on Netflix,' 'It's sad they don't actually exist,' and 'When is the next episode coming?' flooded in.
The video was produced by Dreamfall Art Studio, which boasts over 2 million followers and monthly content views exceeding 300 million. Once seen as bizarre or intriguing, AI-generated videos have evolved into content that captivates viewers, who now eagerly await the next installment.
As generative AI video technology rapidly advances, companies like Sidance, Kling, and Happy Horse in China, along with Hicksfield from the U.S. and Kazakhstan, predict a future where human actors may no longer be necessary. AI actor Tilly Nowood, set in a London-based universe, recently starred in the comedy film 'Misaligned' and gave an interview to CNN.
Gong Yu, founder of iQIYI, often referred to as the Chinese Netflix, stirred controversy by suggesting that filming with human actors could soon become a relic of the past. In China, AI actors and hosts are already replacing humans in short-form dramas and live commerce. According to the China Online Audio-Visual Program Service Association (CNSA), 95% of the approximately 128,000 short dramas released in China in the first quarter of this year were produced using AI.
In the U.S., the growth of the short-form drama market is accelerating the adoption of AI. NBCUniversal has introduced vertical videos on its streaming service Peacock and is expanding AI-driven video features. Fox has invested in the vertical video platform Holywater and plans to co-produce over 200 short-form video projects in the next two years.
However, the rise of AI is not without its challenges. In China, a market for 'face licenses' has emerged, allowing individuals to sell their likeness rights to AI content creators. Reports have surfaced of instances where actors or hosts are pressured to allow their faces, voices, and movements to be used by AI. In South Korea, discussions are underway to legislate 'publicity rights' to control the commercial use of identifiable personal elements such as faces, names, and voices, with related bills already submitted to the National Assembly.
“Werewolves and Vampires Created by AI”
The growth of the short-form drama market combined with AI was evident at the 2026 International Broadcasting Video Market (BCWW) held at COEX in Seoul.
Global short-form drama platform Netshot is leveraging AI to produce genres like werewolves, mythology, fantasy, and superpowers. Netshot, a latecomer to the market, officially launched its services in September 2024, about a year behind competitors, yet it has already risen to the third position in the industry this year.
The key to this success is AI. Ally Lee, head of business development at Netshot, stated during a keynote speech at BCWW on September 15 that AI enables projects that would typically take months to complete to be finished in just a few days. He noted, 'There are 2 billion short-form users worldwide, excluding China,' and emphasized that traditional live-action production methods struggle to keep pace with market growth. 'To reach new audiences, the role of AI is crucial.'
Speed is not the only advantage of AI. Lee highlighted that 'the greater value lies in enabling stories that are difficult or costly to produce in live-action,' stating that 'werewolves, vampires, magical worlds, and futuristic cities can be realized at manageable costs.'
Ultimately, however, it is the story that captivates viewers. He remarked, 'Even using the same AI model and script, the outcome varies depending on the team that creates it,' predicting that 'the team that understands both content and AI will be the winner.'
Netshot currently supplies content in about 20 languages and utilizes AI for translation and dubbing. Recently, the rapid growth of AI animation overseas has prompted expansion in this area as well.
Lee expressed readiness to collaborate with entities possessing excellent intellectual property (IP) and local production capabilities and networks, stating that they aim to accelerate localization in the South Korean market.
Background and Action: “Real Emotion Requires Human Actors”
AI is also lowering the barriers for overseas locations. A notable example is the series 'House of David,' created by Amazon MGM Studios in collaboration with Wonder Project, which utilized generative AI for 73 out of 850 visual effect scenes in Season 1. While real actors performed, AI was used to create some backgrounds, such as skies and mountainous terrains, reducing production burdens.
In South Korea, experiments continue to combine AI with traditional filming methods. 'Return of the Martial God,' produced by KT Studio Genie, preserves the actors' performances while using AI to create action scenes that are difficult to achieve through actual filming. To blend the actors' performances with AI visuals, they introduced a 'Gridwall' optimized for AI filming environments, creating 'character sheets' by capturing the actors' faces, bodies, costumes, and props from multiple angles. This allowed them to complete action scenes by combining AI-generated environments and martial arts choreography.
Will AI replace humans, or will it become a creative tool for them? The content market is witnessing experiments in both directions.
Lee seems to lean towards the latter. He emphasized the importance of 'real emotion,' stating, 'I believe that when AI works alongside creators, directors, and actors, it can deliver genuine emotional impact to the audience. We have put great effort into preserving the soul of the performances.'
* This article has been translated by AI.
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