"Change the technology, preserve the story": How K-content survives in the AI era [★22nd Anniversary] ③

*This content was translated by AI.

• StarNews 22nd Anniversary Special Series [Asking the Path of K-Content in the AI Era]

[Editor’s Note] Artificial intelligence (AI) has deeply penetrated our daily lives. Now, AI is also reshaping the landscape of content. Moving beyond a mere auxiliary tool, it is driving changes across the entire K-content ecosystem—from directing techniques in films and dramas to production cost structures. While expectations grow for technological innovations that break through creative limitations, concerns are also rising over copyright issues and the potential encroachment on human jobs. In commemoration of its 22nd anniversary, StarNews examines the current state of K-content at the dawn of the AI era, explores the challenges we must address, and looks ahead to future prospects.

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Broadcasting networks in deficit times.. Can AI solve skyrocketing production costs? ②

"Change the technology, preserve the story": How K-content survives in the AI era ③

"Created with non-human AI".. The 'AI short-form' invasion that has taken over social media ④

AI is no longer a choice but a matter of survival. As technological change rapidly approaches reality, K-content now faces the need to reconsider new production environments and creative methods. With AI expected to reshape the terrain of the content industry, what should K-content preserve, and what must it change?

It is clear that AI technology can reduce production costs and time while expanding the boundaries of imagination. However, the driving force behind K-content's competitiveness in the global market lies not in the technology itself but in concrete stories originating from Korean society and the universal emotions embedded within them. Ultimately, even in the AI era, what matters most is not "how convincingly it was made" but "what story is being told."

The film 'Parasite' tackled class issues through thriller and black comedy genres, while Netflix's 'Squid Game' encapsulated economic inequality, debt, competition, and greed within the survival game genre. Works such as 'D.P.', 'The Glory', and 'Weak Hero' also gained international viewers' empathy by expanding specific Korean social issues like military violence and school bullying into genre-based content.

Ultimately, K-content did not erase its Korean identity to go global; rather, it discovered emotions that transcend borders through the relentless pursuit of distinctly Korean stories. This competitiveness cannot be easily replicated through mere "visual beauty." K-content is infused with subtle sentiments accumulated in Korean society's relationships, language, generations, and regions, and this concreteness ultimately leads to compelling narratives and characters. Prime Video itself has cited "compelling narratives, diverse genres, and impressive characters that transcend borders" as key factors behind K-content's popularity.

While AI can generate convincing images and scenes, determining what should be said in specific relationships or how a character living through an era expresses emotions and behaves remains the creative team's responsibility.

Regardless of the fact that humans remain the primary creators, AI adoption is spreading quickly at actual content production sites. It has begun to establish itself not as an experimental tool but as a practical solution for reducing costs and addressing safety concerns.

Recently, SBS's drama 'Manager Kim', which concluded with a record-breaking peak viewership of 23.1% (based on Nielsen Korea nationwide), garnered attention by implementing approximately three minutes of key action scenes entirely through AI technology. KBS also plans to utilize AI technology in producing the historical drama 'Munmu', scheduled for broadcast in November. The network intends to use AI for large-scale battle scenes, fire sequences, and other shots that would incur enormous costs or pose safety risks during actual filming.

We spoke directly with director Kang Yoon-seong, who directed 'Intermediary', Korea's first feature-length film utilizing AI, about AI technology and the future of K-content. In an interview with StarNews, Director Kang stated, "The advancement of AI technology is rapidly changing the landscape of film production." While it was previously considered difficult to apply commercial films due to limitations in quality, recent technological progress has made it nearly indistinguishable from live-action footage, drawing attention as a new means to resolve production cost and safety issues.

Director Kang recalled that when working on 'Intermediary', technical limitations were still evident. He explained, "Initially, I thought AI could replace part of CG work, but the technical quality was too low for commercial use. Even during early filming, creatures created by AI couldn't even stand properly on the ground. The barriers to implementation were so high that the AI team requested we avoid shooting full shots."

However, within a remarkably short time, the situation changed dramatically. He assessed, "Technology has advanced to the point where nearly perfect visuals can now be created. Quality has improved to such an extent that distinguishing between live-action and AI is difficult; in fact, any scene can now be produced using AI."

He anticipated that AI utilization will become even more widespread in future commercial film and drama production. In particular, he projected that AI's efficiency would be significant for large-scale scenes known as "money shots" or during the production of period dramas.

Director Kang stated, "For example, if we were to recreate the 1950s Mokpo port, it would require designing sets, filming, and then CG work—a process that is extremely complex in terms of cost and steps. In the future, AI could replace a significant portion of these tasks." He also identified dangerous stunts, vehicle action sequences, and scenes involving animals as areas where AI will be actively utilized. "Dangerous elements unrelated to an actor's performance itself, such as falling from cliffs or being hit by vehicles, can be replaced with AI," he said. "Animal filming is also heavily constrained by safety and animal welfare concerns, so the potential for AI utilization is high."

He also raised the possibility that AI could be more practically utilized in traditional film genres rather than just science fiction or creature features. Large-scale crowd scenes and battle sequences in period dramas requiring massive production budgets are prime examples. He explained, "Scenes in historical dramas featuring numerous soldiers or large-scale battles are costly. If AI can replace such scenes, the entire production methodology could change significantly."

He particularly emphasized that in a shrinking film market, AI could become an important tool for lowering production costs. "Most directors are now actively seeking to adopt AI," he said. "In a challenging film market environment, one way to continue projects while reducing production costs is through AI."

However, Director Kang drew a clear line regarding the possibility of AI replacing actors. He stated, "I have no intention of replacing actors in commercial films, nor do I believe it would be feasible. Actors bring creative interpretation and on-set creativity that define characters. I believe this area cannot be replaced by AI." Instead, he noted that AI could handle dangerous scenes that actors themselves cannot safely perform or certain stunts previously entrusted to stunt performers. "Dangerous elements unrelated to acting itself, such as being hit by a vehicle or falling from heights, can be handled by AI," he said.

He also predicted that changes in jobs for film staff are inevitable. While some personnel traditionally employed in the conventional CG production process may decrease, those workers will likely shift into AI-related fields, leading to a reorganization of their roles.

The same applies to martial arts teams and special effects teams. He stated, "I do not believe martial arts or special effects will disappear entirely due to AI. Rather, staff should proactively propose using AI by saying, 'Let's film this part for real and handle dangerous sections with AI.'"

He continued, "In the past, stunt performers were sometimes asked to perform risky actions like colliding with vehicles. In the future, roles may be divided so that only necessary parts are filmed safely, while collision moments are completed using AI." He added, "Since action and special effects still require designers, existing personnel will not disappear but rather evolve by leveraging technology."

He also pointed out clear challenges that AI films must address. While many videos currently produced with AI belong to science fiction or creature genres, they often repeat similar visuals and settings.

He noted, "AI creates images too easily, leading creators to insert creatures or action sequences without much thought. As a result, familiar images are repeated, and uniqueness disappears." He further emphasized, "Ultimately, the most important aspect of film is thoughtful consideration of story and concept. Just because AI makes everything easy does not mean creators should settle for it. On the contrary, creators' efforts to produce something new will become even more important."

Although AI is rapidly permeating actual production sites, technological advancement does not automatically translate into equal opportunities for all producers. Industry-wide support and institutional frameworks are needed to lower practical barriers such as costs, personnel, and copyright issues.

Competitiveness in the AI era depends not only on how quickly technology is adopted but also on whether industrial foundations capable of utilizing it exist and whether institutional safeguards for protecting creators are established alongside them.

The Korean Film Producers Association (PGK) Lee Dong-ha (CEO) believes that Lee (CEO) also sees AI as capable of reducing time and costs in the planning and development phase while expanding the role of existing VFX. However, they noted that such efficiency does not necessarily lead to overall production cost reductions across all commercial content.

He stated, "Investigation costs and time during the planning and development phase are shortened. While VFX previously handled tasks that were impossible, dangerous, or costly, AI will maximize similar advantages." However, he added, "Creating quality suitable for theatrical screening requires extensive post-production, so budgetary advantages may not be as significant as expected."

However, another cost barrier exists to ensure commercial-level completion. The more advanced the AI model used to produce higher-quality results, the greater the usage fees and computational costs required. Companies seeking to develop their own AI models must also invest heavily in initial infrastructure construction.

Lee (CEO) explained, "The faster technology improves, the more tokens and costs are required." He added, "Individual creators face the burden of storing their data on overseas platforms yet still desire access to better technology. Ultimately, the better the technology utilized, the higher the costs incurred."

He continued, "Companies aiming to develop proprietary models also incur significant expenses in building basic infrastructure." He stated, "The costs generated to produce commercially viable videos through AI have already exceeded what individuals can afford. The industry sometimes refers to this as a 'cost moat.'"

As urgent as cost issues are, there is also an institutional gap surrounding copyright and contract standards. Lee (CEO) stated, "Copyright issues require prior notification under the AI Basic Law implemented earlier this year, but due to the lack of specific legal provisions, caution is necessary." He emphasized, "Discussions should focus on establishing clear guidelines that protect copyrights of existing works while ensuring appropriate royalties are provided and free utilization remains possible."

He also stressed the need for separate standards at the Korean film industry level. He stated, "The Korean film industry certainly needs a separate standard contract or guideline regarding AI utilization," adding, "Relevant guidelines must be created within a short timeframe."

He particularly highlighted the importance of government roles given that most major generative AI service platforms are operated by foreign companies. Lee (CEO) stated, "Since service platforms are mostly foreign companies, government participation is essential not only in education, technical infrastructure, and production cost support but also in copyright and contract-related support." He emphasized, "If we fall behind in the international competition for AI video content production now, it will be difficult to catch up later."

He further added, "Currently, Korea is considered part of the leading group in AI video production. The government's goal of becoming a top-three AI nation through sovereign AI must go hand-in-hand with strengthening competitiveness in the content industry's AI sector."

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*This content was translated by AI.