My thesis explores the potential consequences that creators may experience due to the advancement of artificial intelligence (AI). AI-based image and video generators have suddenly burst into public consciousness and are advancing at a rapid pace. The increasingly accessible technologies are revolutionising production processes from the ground up and reshape the perception of the medium itself. To explore this, I examined multiple AI image generators and researched their operational principles. I studied examples to determine whether these technologies are capable of automating certain processes within a production context, and whether there are implementations that can be ethically applied. I elaborated on the relevance of a diffusion model through a case study, demonstrating its potential for creating motion pictures.