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Virtual Production in association withEvents on LBB
AI Has Entered the Pipeline: Why Virtual Production Still Needs a Human Touch
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27/07/2026
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SP Studios’ Chris Greef explains how AI is accelerating virtual production while keeping artists firmly in control
Artificial intelligence has become one of the most debated topics in production, with conversations often split between its creative potential and concerns around its impact on craft. But inside virtual production workflows, the reality is proving more nuanced.
At Toronto-basedSP Studios, AI is not being used to replace artists, designers or VFX teams. Instead, the technology is becoming another tool in the production pipeline by helping teams solve practical challenges, accelerate workflows and expand creative possibilities. All of this is done while keeping the focus on human expertise.
Through its new AI Utilisation Reel, SP Studios demonstrates how AI-assisted workflows can support everything from set extensions and environment enhancements to last-minute production solutions. Here, creative director and virtual production supervisor Chris Greef explains to LBB’s April Summers what AI can – and cannot – do when it comes to bringing commercial worlds to life.
LBB> Can you think of a moment on a recent shoot where AI solved a production problem that otherwise would’ve meant extra crew, another shoot day, or additional VFX work? What was the problem and how did AI solve it?
Chris> On a recent shoot we had a situation where the client had planned on shooting a close-up shot of a crowd using a practical stage and a dozen extras. Once they framed the shot up they realised they were not able to convincingly pull off a crowd shot only utilising practical elements. The client had no crowd assets prepared so we solved the issue by creating a full crowd plate and arena backdrop with AI and projected that up on our LED volume to fill out the rest of the frame. This quick turnaround on the day would not have been possible without AI.
LBB> If viewers imagine AI generating an entire shot, how far from reality is that? Roughly what percentage of a finished shot is still created, refined and approved by artists?
Chris> When we are utilising AI, I would estimate about 15-30% of the final shot being AI on average. This is typically enhancements like floor replacement or set-extensions. At the end of the day we are trying to get as much of the shot in-camera as possible. Every shot that utilises AI is entirely generated, approved, and composited by artists. There is no replacement for the human eye.
LBB> Where does AI still fall short? What are the things that only an experienced VFX artist, production designer or supervisor can recognise and fix?
Chris> AI still falls short on nuance and hyper-specific details. A human eye and touch is always needed to bring the AI generated elements to the finish line. AI is really good at giving us assets that cover the broad strokes for VFX but we typically need to touch those elements up with traditional VFX methods.
LBB> Has AI changed the conversations you’re having before a shoot even begins? Are agencies now planning shots differently because they know these tools are available?
Chris> AI has definitely changed our conversations before shoots. You need to know ahead of time if you’re using AI or not, much in the same way you need to know if you’re shooting on a green screen or an LED wall. AI has its own advantages and limitations, so we first need to assess what the client is trying to accomplish. There are still elements that AI can’t fully reproduce with the level of fidelity or realism we’d like, so we typically have discussions to determine where AI can be used most effectively. The best results come from understanding where AI adds value and where conventional techniques produce the best outcomes.
LBB> What type of reaction do you get from clients when they first see this workflow in action? Is there a moment where they suddenly understand what’s possible?
Chris> A lot of time clients have a hard time wrapping their head around what AI can do. We’re not trying to sell AI as a magical tool that can replace everything. AI is at its best when it is being used to enhance what’s already in the frame. If you lean on AI too heavily the seams start to show. However, once clients see it in action though they are usually blown away.
LBB> If you could correct one misconception about AI use in virtual production, what would it be?
Chris> A common misconception is that AI is a replacement for traditional virtual production or VFX. At the end of the day it is just another tool in the pipeline. AI accelerates concept development, set-extensions, and post-production tasks, but we still have to rely on proven virtual production and VFX methods to bring everything together.
LBB> Lastly, how do you expect your own role to change over the next year or two? Do you think you’ll spend less time executing work and more time directing these AI-assisted workflows?
Chris> I don’t see a major shift in how I approach my role over the next year or two, per se. We’re not trying to re-invent the wheel. I think AI will help improve the speed in which we can execute certain tasks and that time saved will allow us to increase our capacity and the quality of our work for our clients.
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