The Future of Filmmaking with Elettra Fiumi
“AI isn’t just about efficiency, it’s about freedom, reinvention, and a new wave of cinematic voices that would have never had this opportunity before.”
What if memory could take shape before our eyes? What if we could visualize the emotional undercurrents of a story, not just tell it, but experience it? These are the questions that drive Elettra Fiumi, a filmmaker experimenting with AI to expand what’s possible in cinema. As the founder of Fiumi Studios, a Leonardo.AI Creator, and one of OpenAI’s Sora artists, Fiumi is using technology to bring new layers of depth, emotion, and perspective to storytelling.
With a career spanning documentary, commercial, and independent filmmaking, Fiumi blends psychological depth with visual experimentation. From unearthing untold histories to crafting surreal, AI-generated worlds, she is pushing the boundaries of how we capture time, memory, and emotion on screen. In her latest projects, including Memory Catcher and Poster Breaker, she uses AI to reimagine the past, distort reality, and create new ways to experience a story.
Beyond her own films, Fiumi is also helping the next wave of filmmakers embrace AI as an educator and consultant, showing them how to use these tools to enhance their creative vision. In this Spotlight, we explore her process, her perspective on AI in film, and what excites her most about the future of storytelling.
Let’s step into the future of cinema through her lens.
Q: Your documentaries often delve into themes of discovery and innovation. How has the integration of generative AI influenced your approach to storytelling, particularly in capturing the essence of the subjects you portray?
A: AI has become a way for me to travel through memory, expand on dreams, and push imagination further. It helps me visualize emotions instantly, turning abstract ideas into something tangible. I’ve always sought to capture the layers beneath a story—how time, perception, and memory interact—and AI allows me to explore those themes in ways I never could before.
What excites me most is the randomness and unpredictability. I love feeding AI ideas, seeing where it takes them, and then riffing off what it generates. Testing, re-testing, adjusting—it’s like a creative chain reaction that keeps unraveling new possibilities. That process mirrors how I work with archives or documentary subjects: searching, refining, uncovering unexpected connections.
As a visual thinker, I thrive on the speed of AI’s results. Even if I have to keep tweaking, the immediate feedback fuels my creativity, keeping me engaged, challenged, and constantly stimulated. It’s a true visual collaboration, one that pushes me to think differently and respond instinctively.
Beyond individual images, AI lets me play with time, memory, and perception in new ways. It allows me to reconstruct lost histories, shape surreal interpretations of reality, and blur the line between what’s real and what’s felt. It’s not about replacing anything—it’s about expanding what’s possible and discovering new ways to bring meaning to the screen.
Q: In your experience, how does generative AI contribute to democratizing filmmaking, especially for underrepresented voices? Are there specific projects where AI has enabled you to tell stories that might have been challenging to convey through traditional methods?
A: AI is reshaping who gets to tell stories. It’s making high-concept, visually ambitious filmmaking possible for those who don’t have massive budgets, expensive VFX teams, or industry connections. That shift is huge—because historically, the ability to experiment with cinema at the highest level has been reserved for those with resources. Now, a filmmaker with a vision can create something stunning without waiting for permission.
For underrepresented voices, this is even more powerful. AI tools allow filmmakers to bypass traditional barriers—whether it’s funding, access to equipment, or even industry gatekeeping. It gives them the ability to express their stories visually, at a professional level, without needing approval from the system.
I’ve seen this firsthand in my teaching. Younger generations are already thinking beyond traditional filmmaking, using AI to create bold, experimental work without worrying about whether they "belong" in the industry. And it’s not just young people—I’ve worked with filmmakers, artists, and creatives who had been pushed out of the traditional market due to ageism, industry shifts, or lack of resources. Now, with AI, they’re finding new ways to tell their stories, in their own voices, without compromise.
For me, AI has opened up ways to visualize memory, emotion, and psychological depth in ways that would have been too expensive or technically complex before. In projects where I wanted to depict shifting mental states or internal landscapes, I would have needed massive post-production teams and visual effects specialists—now, I can create those ideas instantly, refine them, and push them further. AI is also an incredible tool for reconstructing lost histories, bringing archival footage to life, or even imagining moments that were never captured on film.
We’re at the beginning of a massive shift, where filmmakers can now focus purely on storytelling, without being held back by logistics. That’s the most exciting part—AI isn’t just about efficiency, it’s about freedom, reinvention, and a new wave of cinematic voices that would have never had this opportunity before.
Q: Reflecting on your journey from traditional journalism to embracing AI-driven tools, what advice would you offer to fellow filmmakers who are hesitant about integrating AI into their creative processes? How can they balance maintaining their unique artistic voice while leveraging the capabilities of generative AI?
A: Start by playing. AI isn’t here to replace your creativity—it’s here to expand it. Think of it as a new medium, like moving from film to digital or from pen to paintbrush. The key is to approach it with curiosity, not fear. Test, experiment, see what surprises you. You don’t have to use it the way others do; you can bend it to fit your artistic language.
For me, AI was never about shortcuts—it was about unlocking new ways to visualize memory, emotion, and psychological depth. I didn’t stop being a storyteller; I just gained a tool that lets me explore ideas in ways I couldn’t before. AI doesn’t make choices for you—it reacts to what you give it. The more intentional you are, the more it becomes an extension of your vision, rather than something foreign.
Balancing AI with your artistic voice comes down to control and instinct. Let AI generate unexpected ideas, but trust your gut to shape them. If something feels off, refine it. If something surprises you, lean into it. AI is a collaborator that challenges, stimulates, and pushes you to see things differently—but ultimately, the story is still yours.
So start small. Use it for mood boards, pre-visualizations, textures. Let it spark inspiration, not dictate direction. And most importantly—don’t wait for permission to experiment. The future of storytelling belongs to those willing to push its limits.
Q: What new revenue models are emerging for AI artists? Are collectors, brands, or tech platforms offering new ways to monetize?
A: AI is reshaping the creative economy, creating new opportunities while also revealing gaps that still need to be filled. Right now, a few key revenue models are emerging:
1️⃣ Commissions & Brand Collaborations – Companies are hiring AI artists for advertising, immersive experiences, and digital content that pushes creative boundaries.
2️⃣ Work-for-Hire AI Integration – Filmmakers and studios are paying for specialized AI-driven tasks, like memory sequences, archival restoration, or voice adjustments.
3️⃣ AI Literacy Education & Consulting – Creatives who master AI can teach, consult, or run workshops, helping brands and filmmakers integrate AI into their storytelling.
4️⃣ Production Funds & New Film Financing Models – AI-driven films are starting to get funding through programs like Runway’s Hundred Film Fund, AI festival prizes, and emerging blockchain-based crowdfunding. The industry is still figuring out how to support AI-native cinema financially, and early adopters could help shape what this looks like.
What’s Next? – The creative economy is shifting fast, and artists who experiment, refine their niche, and adapt early will shape the future of AI-driven storytelling.
Q: As an adjunct professor teaching courses like “AI & Cinema Practice,” how do you envision the role of AI evolving in the curriculum of film and media studies? What skills do you believe are essential for the next generation of filmmakers in this AI-enhanced landscape?
A: AI isn’t just transforming filmmaking—it’s collapsing its traditional phases. Production is now happening in development, post-production begins before shooting, and pre-visualization tools blur the line between concept and execution. The entire process is becoming more fluid, requiring filmmakers to think beyond rigid workflows and embrace a more dynamic, AI-integrated approach to storytelling.
The challenge is that formal film institutions aren’t adapting fast enough. I’ve been pitching AI-driven courses to film schools for over a year, and not all understand how quickly the industry is shifting. Students and independent creators are often the ones leading the charge, experimenting with AI tools while traditional programs struggle to keep up.
At the same time, understanding film language and storytelling fundamentals is more essential than ever. The AI tools generating images and video are trained on cinematic techniques, so the best filmmakers will be those who know how to shape AI outputs with an intentional artistic and narrative vision.
Beyond technical skills, the most important traits for future filmmakers will be flexibility and adaptation—absorbing new technologies like a sponge, testing them early, and integrating them into their workflow before they’re “perfect.” The future belongs to those who experiment, refine, and push the limits, not those waiting for AI to be fully polished.
The most successful filmmakers won’t just use AI—they’ll understand its potential before the industry catches up, bending it to serve their storytelling rather than the other way around.
Q: Collaborations are a significant aspect of your work, such as your involvement with the Video Consortium and the Swiss Women’s Audiovisual Network. How do you see generative AI fostering new forms of collaboration among filmmakers, and what potential does it hold for cross-cultural storytelling?
A: Some of the best parts of my work are the communities I’m part of—from the Video Consortium, SWAN, and the Breakfast Club to various women filmmakers’ and entrepreneurs’ groups around the world, and as a Sora and Leonardo creator. The exchange of ideas, the energy of pushing boundaries together—it psyches me. We’re all inventing this as we go, and that collective experimentation is what excites me most.
With AI, filmmakers who once faced resource barriers—whether financial, geographic, or institutional—can now bring their visions to life with fewer constraints. We’re seeing AI tools translate cultural aesthetics, styles, and languages, making cross-cultural storytelling more immersive and visually authentic than ever before.
Beyond logistics, AI is fostering a new creative dialogue. I’m part of WhatsApp groups and global online communities where filmmakers from all over share AI experiments, prompts, and workflows—riffing off each other’s ideas in ways that feel more like jazz improvisation than a traditional production pipeline. AI is turning collaboration into something more fluid, spontaneous, and experimental, allowing for storytelling that pulls from multiple cultures, techniques, and visual languages in ways that would have been nearly impossible before.
We’re still in the early days, but the potential is massive: global storytelling, created together in real-time, beyond traditional industry gatekeeping.
Q: What excites you most about the future of generative AI in filmmaking? If you could design the perfect AI-powered storytelling tool, what capabilities would it have?
A: AI-Powered Editing Platform: Imagine an AI-driven editing platform that seamlessly integrates the entire creative workflow—from ideation to final cut. This tool would grasp nuances like pacing, rhythm, and storytelling intent, allowing filmmakers to input raw footage and receive AI-suggested narrative structures, all while maintaining full creative control.
AI-Driven Archive Storytelling Platform: Drawing inspiration from projects like Gary Hustwit’s "Eno," envision an AI platform tailored for personal and historical archives. Such a tool could connect forgotten stories, reconstruct missing pieces, and transform memories and documents into interactive cinematic experiences. The past offers endless inspiration, and AI can help us bring it to life in unprecedented ways.
Personal Experiences with Archives: Two of the most inspiring locations I've filmed are the Sophia Smith Collection at Smith College in Massachusetts, one of the nation's oldest women's history archives, and the Italian State Archives of Naples, housed in the historic monastery of Saints Severino and Sossio. Encountering the vast collections in these archives, each binder and document telling rich, multifaceted stories, highlighted the myriad ways narratives can be explored. Integrating AI into these explorations can revolutionize not just the content but also the form and function of storytelling. Reflecting on my "Radical Landscapes" feature documentary, having access to such AI tools would have significantly enhanced the depth and breadth of the narrative, allowing for a more immersive and interconnected storytelling experience.
By merging AI technology with archival treasures, we can unlock new dimensions in storytelling, ensuring that the voices and experiences of the past resonate with today's audiences in innovative and engaging ways.
Q: Which genAI art or artists have inspired you recently?
I’m constantly inspired by artists pushing AI storytelling in unexpected, creative ways. A few that stand out to me right now:
🔸 @niceaunties – I love how she’s focused on one specific theme and makes it both hilarious and visually compelling. There’s something powerful about narrowing in on a single concept and pushing it to its creative limits.
🔸 @junielaux – Her style and editing are just stunning. She has this cinematic yet surreal touch, making her AI-generated work feel rich, layered, and effortlessly cool.
🔸 @katsukokoiso.ai – A fellow Italian bringing a fashion-forward, rebel-chic aesthetic to AI. There’s a boldness in her work that fuses art, tech, and high fashion in such an intriguing way.
🔸 @shykids_ – Their Florp character is pure brilliance—so colorful, weird, and hilarious. It’s the kind of playful, unexpected world-building that makes AI storytelling feel genuinely fresh and fun.
🔸 @saintlouvent_ – I love her clean, slick style—she started by crafting imaginary AI-generated ad campaigns for fashion brands, and now those same brands are hiring her. It’s incredible to see AI not just generating visuals but actively shaping new creative careers.
🔸 @katya_vetto: Another AI artist based in Switzerland, Katya Vettorello is a Freelance Senior Graphic Designer, Image Editing Expert, GenAI Creative Designer, and self-proclaimed nerd. Her meticulous attention to detail is evident in her "One Shot Storytelling" series, a personal AI project featuring very short clips. Each image is carefully generated and edited with a specific intent, showcasing her dedication to the craft.
I love being part of this creative wave where we’re all exploring, experimenting, and redefining what’s possible. These artists prove that AI storytelling isn’t just about technology—it’s about personality, humor, and vision.
Q: What’s next?
A: I just received a scriptwriting grant for an AI-driven fiction film I’ve been developing—an intense, psychological drama that unravels the complexities of love, power, and the mind. It’s a story that delves into addiction, mental health, and the unspoken forces that shape relationships. AI will play a role in bringing this world to life in a way that feels both visceral and surreal—pushing the boundaries of how we experience emotion on screen. More to come soon.
Check out more of Fiumi’s work at: