~5 min read
Before We Talk About AI, We Need to Talk About Us
How a shrinking film industry shapes what AI really does to budgets, jobs, and small markets like Iceland
This essay argues that the current AI debate in film makes no sense unless we first admit how the industry has already been reshaped by streaming economics, incentive wars, Covid, strikes, and a decade of quiet cost‑cutting. Using Iceland as a case study, it shows how small, service‑heavy markets are structurally exposed: even with strong rebates and skilled crews, a shrinking global slate and buyer consolidation mean fewer projects and more precarity. In that environment, AI is less a neutral “productivity boost” and more a tool that can either support the same people with better conditions, or justify doing the same work with fewer jobs. The essay proposes a simple Budget Test: before adopting any AI tool, productions should know where time and money actually go, which tasks train juniors, and which teams are already at breaking point—otherwise “efficiency” risks accelerating the wrong things and eroding the industry’s long‑term health.
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