Artificial intelligence is transforming the film industry in ways that go far beyond simple technological upgrades, according to South Korean director Kwon Han-sl, who argues that AI filmmaking represents a fundamental shift comparable to the transition from black-and-white to color films or the rise of streaming platforms. As the founder and CEO of Studio Freewillusion, Korea's first AI video technology studio launched in June 2023, Kwon has positioned himself at the forefront of this cinematic revolution, viewing AI not merely as another tool in a filmmaker's arsenal but as a game-changing innovation that will define the future of movie-making.
"From black-and-white to color, from theaters to streaming – our medium has always evolved with technology," Kwon explained during a media interview at the APEC 2025 High-Level Dialogue on Cultural and Creative Industries held at the Hilton Gyeongju hotel. "AI filmmaking is the next turning point. If you embrace it, you become a pioneer. If you don't, you fall behind." His optimistic perspective stems from firsthand experience with the technology's potential, having witnessed his studio achieve international recognition when their debut project "One More Pumpkin" won the Grand Prize at the inaugural Dubai International AI Film Festival in March 2024, just months after the company's establishment.
Despite his enthusiasm for AI's capabilities, Kwon emphasized that creating AI-generated films requires far more sophistication than simply inputting commands and waiting for results. The process demands extensive creative direction and technical expertise, involving hundreds of prompt refinements to achieve the desired outcome. "AI doesn't just spit out a movie on its own," he clarified. "It takes hundreds of prompt refinements – from camera angles, lighting and mood – to get the result you want. The creator still remains the director and AI is just the tool that implements that vision." This creative control ensures that human artistry remains central to the filmmaking process, even as technology handles much of the technical execution.
The efficiency gains offered by AI filmmaking are revolutionary, according to Kwon, who highlighted the dramatic reductions in both time and cost compared to traditional filming methods or computer-generated imagery. These savings have captured the attention of industry professionals worldwide, as studios and independent creators alike recognize the potential to produce high-quality content with significantly reduced resources. The technology's ability to generate complex scenes and animations from text prompts opens up new possibilities for creators who previously faced budget or technical constraints in bringing their visions to life.
Kwon believes South Korea is uniquely positioned to lead the AI filmmaking revolution, building on the country's proven track record in creating globally appealing content. The relatively new nature of the AI content market means no single country has established dominance, creating an opportunity for Korean creators to help shape industry standards and practices. However, cultural accuracy remains a significant challenge, as AI models sometimes struggle to distinguish between different East Asian cultural elements. When generating images of traditional Korean architecture, for example, AI systems may default to Chinese or Japanese styles due to how data clusters are organized across neighboring cultures.
"That's not because Korean data is missing, but because AI clusters East Asian categories together," Kwon explained, addressing this technical limitation. Studio Freewillusion is actively working to solve this problem by developing technology that can "distinguish these representations more precisely," with support from government research and development funds specifically allocated for maintaining cultural authenticity in AI-generated content. This work represents a crucial step in ensuring that AI filmmaking can accurately represent diverse cultural perspectives and traditions.
While AI technology can already produce scenes that are nearly indistinguishable from live-action footage, and Kwon expects this capability to become standard across all applications within two years, he argues that the technology's true value lies in its unique aesthetic possibilities rather than simply replicating reality. "What matters isn't just making something look real. AI has its own aesthetics – concept mixing, new forms of expression. It's not just a replacement for live-action. It's becoming a genre of its own," he stated. This perspective positions AI filmmaking as an artistic medium with its own creative language and visual style, rather than merely a cost-effective alternative to traditional production methods.
The emerging AI film industry has already established important legal precedents, with Studio Freewillusion helping to secure copyright protection for two fully AI-generated films. While raw AI-generated clips may not qualify for copyright protection, films that incorporate human creativity and direction can be registered as protected works. This legal framework provides creators with the intellectual property protections necessary to build sustainable businesses around AI-generated content.
Addressing concerns about job displacement in the film industry, Kwon offered a different perspective on how AI might affect employment. "If 20 people used to make one piece of content and now 10 people can make it through AI, that doesn't mean 10 people suddenly become unemployed. It means you can create two pieces of content. Productivity and output will grow," he argued. This view suggests that AI will enable increased content production rather than simply reducing the workforce, potentially creating new opportunities even as it changes traditional job roles.
As global regulations for AI-generated content begin to take effect next year, Kwon sees both opportunity and responsibility in helping to shape industry standards. His studio currently operates a domestic network and community platform that archives AI films produced in Korea, but the company's ambitions extend far beyond the domestic market. Studio Freewillusion plans to establish a U.S. branch by late 2025 or early 2026, recognizing the global potential for AI filmmaking technology and content.
"There aren't many AI production studios worldwide that function like ours," Kwon noted, highlighting the company's unique position in the emerging market. This international expansion reflects confidence in the technology's potential and the growing global demand for AI-generated content across various applications and industries. As Studio Freewillusion prepares for international growth, Kwon continues to advocate for viewing AI filmmaking as a legitimate artistic genre with its own creative possibilities, rather than simply a technological novelty or cost-cutting measure.
