{"id":2166109,"date":"2025-11-19T09:21:03","date_gmt":"2025-11-19T09:21:03","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2166109"},"modified":"2025-11-19T09:21:03","modified_gmt":"2025-11-19T09:21:03","slug":"production-designers-are-worldbuilders-for-directors-but-66-fear-being-replaced-by-ai","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/production-designers-are-worldbuilders-for-directors-but-66-fear-being-replaced-by-ai\/","title":{"rendered":"Production Designers Are Worldbuilders For Directors, But 66% Fear Being Replaced By AI"},"content":{"rendered":"

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Welcome to\u00a0Rendering<\/a>, a new Deadline column reporting at the intersection of AI and showbiz. Rendering will examine how artificial intelligence is disrupting the entertainment industry, taking you inside key battlegrounds and spotlighting change makers wielding the technology for good and ill.<\/em><\/p>\n

Got a story about AI? Want to tell us about the next big innovation or why AI robbed you of opportunity? Rendering wants to hear from you. Get in contact: jkanter@deadline.com.<\/em><\/p>\n

More from Deadline<\/strong><\/p>\n

This week: Why a majority of production designers fear being replaced by artificial intelligence.<\/strong><\/em><\/p>\n

When Emerald Fennell was bringing Saltburn<\/em> to life, it was the details that mattered. Suzie Davies, the production designer who weaved the Catton family\u2019s idiosyncrasies into Saltburn\u2019s <\/em>set, helped Fennell figure out what made them real: the smell of dog hair; ring stains marking the furniture.<\/p>\n

In an episode of Deadline\u2019s The Process<\/em><\/a> last year, Davies described this process as capturing \u201chuman essence\u201d in the worlds she helps directors build. There is an irony, then, that production designers like Davies are fearful of being replaced by machines.<\/p>\n

Davies belongs to the British Film Designers Guild (BFDG), which conducted research among its 650 members about the looming threat of AI. The results, shared for the first time with Deadline\u2019s Rendering<\/em> column, reveal that 66% are fearful their job will cease to exist in the coming years.\u00a0 Jonathan Paul Green, a seasoned production designer and chair of the BFDG, said members believe that cost-cutting \u2014 not creativity \u2014 is the reason why producers are embracing artificial intelligence.<\/p>\n

Those most at risk in the production design discipline include concept artists and graphic designers, Green said. He pointed to the example of directors using AI to generate images that explain their vision to colleagues. Green acknowledged that this is not dissimilar from bookmarking an image on Pinterest, but the danger comes when a director decides that the AI design will suffice.<\/p>\n

\u201cAI can manipulate an image to suit exactly the framing, composition, color, and tone of what you\u2019re trying to portray,\u201d he explained. \u201cThe sheer speed of progress is really scaring people, because things seem to be improving in quality exponentially and very, very quickly. And so that creates a lot of uncertainty.\u201d<\/p>\n

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