Entertainment · Film · 3 hrs ago
Google film executive says generative AI is changing pre- and post-production
Johann Choron, who leads Google’s generative AI partnerships for film and TV in Europe, the Middle East and Africa, spoke at the San Sebastián Film Festival.
He said generative AI is already being used in pre-production to preview scenes and test cameras, lighting and settings.
In post-production, it can handle repetitive work such as image cleanup and tagging, leaving artists and editors more time for creative decisions.
Choron said the tools could make visual effects and settings more affordable for independent filmmakers and small production companies.
A study by Google and consultancy Public First estimates that generative AI could add up to €9.4 billion a year to Spain’s economy by 2035 and save creative professionals nearly 50 workdays a year.
Choron also said AI can help make complex projects possible, while artists remain in control and the technology does not replace writers or film crews.
Google’s generative AI partnerships lead for film and TV in EMEA says the technology is already changing pre-production and post-production.
Johann Choron says AI can help filmmakers preview scenes and handle repetitive post-production tasks.
He says this can give artists and editors more time for interpretation, pacing and emotional storytelling.
A Google study with Public First estimates generative AI could add up to €9.4 billion a year to Spain’s GDP by 2035.
Choron says AI can make costly effects and settings more accessible to independent filmmakers and smaller production companies.
- Who
- Johann Choron, Google’s generative AI and partnerships lead for film and TV in EMEA.
- What
- He says generative AI is changing pre-production and post-production in filmmaking.
- When
- The interview was published on 12 October 2026.
- Where
- Choron spoke at the San Sebastián Festival; the economic estimate concerns Spain.
- Why
- AI can help preview films and automate repetitive tasks, freeing creative professionals to focus on storytelling.
This story does not have two clearly opposing sides.
The biggest impacts are happening right now in pre-production and post-production.
In a film, AI can generate pixels, but it cannot generate intention or craft.
AI can be a great equalizer for independent filmmakers.
Choron worked at YouTube for eight years and held several roles linked to Google TV and film.
Choron took part in a talk about practical AI solutions for the audiovisual industry.
Cinco Días published its interview with Choron.
- Role
- Google’s generative AI and partnerships lead for film and TV in EMEA
- Pre-production uses
- Previewing films and testing cameras, lighting and settings
- Post-production uses
- Rotoscoping, asset tagging and image cleanup
- Spain GDP estimate
- Up to €9.4 billion annually by 2035
- Creative work time estimate
- Nearly 50 working days saved per year
Sources
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