Hollywood’s location scouts might soon conduct more of their work remotely, thanks to advancements in artificial intelligence.
Google announced a new AI-powered tool called Maps Imagery Grounding during its Cloud Next event on Wednesday. This feature enables filmmakers and creative agencies to create images and animated scenes based on actual locations using data from Google Street View. The introduction aims to reduce both time and costs involved in early-stage location scouting and storyboarding.
“Generative AI has opened up powerful new avenues for creative agencies, film studios, and luxury brands in social and advertising campaigns,” stated Google. “Now, we are assisting them in grounding their imaginative scenes in the world through Maps Imagery Grounding.”
Currently available on a private preview basis in the U.S. via Google Maps, this tool allows users to input prompts into Google’s Gemini Enterprise Agent Platform to create AI-generated visuals linked to real-world locations. Additionally, animations can be produced using Google’s AI video model Veo.
As film studios seek ways to cut costs and streamline pre-production processes—which traditionally involve sending scouts for photoshoots, awaiting suitable weather or lighting conditions, and creating visual mockups—Google also revealed new AI tools for analyzing aerial and satellite images. These include Earth AI models capable of identifying roads, bridges, and power lines at the same event.
“These AI developments open up entirely novel possibilities for businesses, data analysts, and urban planners,” Google commented. “Whether you’re visualizing a creative idea, planning new infrastructure, or managing disaster response, our new imagery tools can enhance your efficiency.”
This launch is part of an overarching trend in which AI and mapping technologies are finding fresh commercial applications. For instance, in March, Niantic’s spatial AI mapping technology—created partly from optional scans by Pokémon Go players—was unveiled to assist autonomous delivery robots in navigating urban areas where GPS is less effective.
Despite agreements reached during the 2023 SAG-AFTRA and Writers Guild strikes concerning AI use in film and TV production, tensions remain within Hollywood.
In June 2024, Ashton Kutcher faced online criticism for endorsing OpenAI’s newly released Sora video model. He suggested it could minimize expensive on-location shoots and stunt work. However, OpenAI discontinued Sora this March, highlighting that some initial excitement around AI in filmmaking has not yet been realized.
In September of the previous year, SAG-AFTRA labeled the AI-generated “actress” Tilly Norwood as a threat to jobs and human creativity following strike-secured protections against synthetic performers. Recently, Sandra Bullock of ‘Practical Magic 2’ remarked that Hollywood must constructively embrace AI. Similarly, Warner Bros. Pictures Co-Chair Pam Abdy stated it should aid filmmakers in improving movies.
“We need to recognize it, comprehend it, and examine it,” she told Variety. “AI must be viewed as a tool on the production side—a means of enhancing storytelling for filmmakers. It has to serve storytellers.”
Google did not respond promptly to a comment request from Decrypt.