In a darkened studio, a director calls for sunset on an alien planet. The scene around them transforms as a digital sky stretches across the LED wall, rendered in real time. An intelligent assistant adjusts the hues, refines the angle and synchronizes everything with the action on set. This isn’t science fiction. It’s the new reality of filmmaking, powered by AI.
As the founder of DOOR G, an independent virtual production studio in Rhode Island, I’ve had a front-row seat to this transformation. Virtual production is changing the way content is created. It enhances workflows, unlocks new creative potential and improves production efficiency in ways we never thought possible.
And when we add AI to the mix, it takes those capabilities to an entirely new level.
Myths and the real magic of AI
While some worry that AI might dull creativity or overshadow the artist’s voice, what I’ve seen on set tells a very different story. When used thoughtfully, AI doesn’t replace imagination; it expands it. It helps us move faster from idea to execution, and often sparks new creative directions we might not have considered. Machine learning can analyze everything from scripts to audience behavior and generate insights or visual concepts that help shape a story.
I’ve seen AI tools generate concept art in seconds, simulate lighting setups on the fly and even refine on-screen performances by blending multiple takes. One of the most well-known examples is Disney’s recreation of a young Luke Skywalker using AI-driven facial capture. That blend of human performance and machine precision delivered something both visually stunning and emotionally believable. It’s a reminder that, in the right hands, AI becomes a collaborator in the creative process.
Virtual production already allows us to film immersive digital environments live on set. But AI takes that ability even further. It can sort footage, color grade, sync audio and recommend optimal camera angles or lighting setups. We use AI-assisted tools to help design and build environments rapidly. Whether we’re creating a glowing skyline or an alien jungle, we can develop, iterate and finalize photoreal scenes quickly. AI helps with texture, layout, atmosphere and lighting adjustments, often in real time.
Enhancing the human element
AI also supports and expands the human touch. Machine learning can review scripts, understand tone and style, and generate visual ideas to jump-start the design process. It can blend multiple takes to refine performances or simulate lighting options on a virtual set before a single rig is moved. These tools help storytellers create more freely.
AI also helps us make more strategic budget decisions. By shooting on virtual stages, we eliminate the need for extensive travel, physical set construction and location permits.
Recently, we filmed a commercial that really illustrates what this technology can do. The story centered on a soldier stationed in a remote desert, watching a live ultrasound of his pregnant wife back home. Both locations — the vast, sun-scorched desert and the softly lit doctor’s office — were created entirely in our virtual production studio. There was no travel, no weather delays no logistical challenges. Yet the emotion on screen was real and immediate. That’s the kind of storytelling power virtual production enables. It allows us to build entire worlds with precision and purpose, all while staying grounded in authentic human experience.
These technologies reduce waste. For example, DOOR G is the first East Coast virtual production facility to earn the Environmental Media Association’s Green Seal of Approval. By using digital environments instead of lumber and plastic, and by minimizing travel with remote collaboration, we’re helping our partners lower their carbon footprints without sacrificing creativity.
What’s next for virtual production?
AI continues to evolve at a rapid pace. We’re entering an era where directors can describe a world to an AI and see it generated in real time. Generative models are already creating 3D assets and environments from text prompts. Systems are emerging that respond to voice commands. Soon, you’ll be able to say, “add a crowd in the background” or “warm the lighting” and see it happen instantly on screen.
What excites me most is that production won’t just be faster. It will be more collaborative, expressive and scalable. The next era of content creation will be defined by the partnership between human vision and AI precision. We focus on storytelling, emotion and impact. AI handles the heavy lifting behind the scenes.
At its core, AI is about empowering storytellers. It’s not just about chasing emerging tools but rather pushing the boundaries of what’s possible in storytelling to create better, more imaginative content and to help others do the same.