National Award-winning expert says AI and CGI confusion drives film visual backlash

National Award-winning animation and visual effects expert CB Arun Kumar says public criticism surrounding the visuals of films like Ramayana, Jailer 2, and Dada stems from a growing confusion among audiences.

Visuals and Marketing

Arun, who is the dean of communication, film and gaming at Pearl Academy, notes that marketing teams often use artificial intelligence in trailers and posters to enhance elements that may not even appear in the final film. He explains that computer-generated imagery, VFX compositing, and generative AI are completely different things, and an unrealistic image does not automatically mean AI was used. He warns that people now use AI as a convenient label for any visual they dislike, which is unfair to both traditional artists and filmmakers.

Context

Visual effects and digital imagery have evolved rapidly over the last thirty years alongside the rise of digital piracy and online access. This massive shift has turned every moviegoer into an online critic who examines trailers frame by frame.