BANGKOK, THAILAND – While humanity takes center stage at this year’s Adman Symposium, the accelerating rise of artificial intelligence across the fields of entertainment, advertising, and marketing makes it essential to discuss the role of AI — particularly when combined with the human element.
At the Envy & Passion stage, held at Samyan Mitrtown Hall on November 20, 2025, film titans Teerapol Suneta of Suneta House and Wuthisak “Un” Anarnkarporn of Factory01 were panelists under the talk “Are Directors Envious of AI?” moderated by Pongpiti Phasukyud, Founder & CEO at AD ADDICT.
The question, “Are directors envious of AI?” sparked a debate between the two celebrated directors as they discussed each other’s philosophies on automation. Their contrasting workflows reveal the film industry’s current dilemma: how to embrace AI without sacrificing human creativity.
AI vs. the humanistic element
Teerapol has fully integrated AI into his system, utilizing it for his storyboards and even his post-production. For him, AI’s output of a clear image is a critical efficiency tool, saying, “A clear image helps me work easier.” He argued that visual clarity eliminates client questions and aligns with the team faster.
On the other hand, Un represents the humanistic counterpoint, using AI only for testing and treating it as “one person” on the team. He noted that “the human is still beating AI” when it comes to impactful work because it provides “more magic.” He uses the usual “matchstick men” storyboards, arguing that detailed visuals “might frame the thinking” of the crew. By using basic sketches, he encourages his team to “interpret” the final, maximizing human input and collaboration.
The threat of AI to jobs
Later on, the panel discussed job security in the age of AI with Teerapol confirming the threat, saying one of his storyboard artists is gone. He predicted that “worker positions” will gradually disappear.
Un countered by defining the irreplaceable value of the creative, warning executives: “I am confident that they are not paying you to use AI to make decisions for you.” If AI makes the calls, the creative’s role becomes redundant.
The future of AI for directors
In the end, both directors agreed that AI is the next evolution, similar to the shift from stop motion to 3D, but it cannot replace the core necessity of human vision. It was concluded that “there must be a storyteller” in every film that they produce.
As Un concluded, “If this tool works, use it. But if it doesn’t work, don’t insist that I have to get AI.” The ultimate decision on creativity must remain human.
The future of filmmaking, therefore, is not about AI replacing directors, but about directors mastering AI. The true battle is not against the machine, but against the decision to let the machine decide. As long as human judgment and emotional storytelling remain the final arbiters, the director’s seat is safe.
adobo Magazine is an official media partner of the Adman Awards & Symposium 2025.
