Visual Effects Veteran Ed Ulbrich Embraces AI at Moonvalley

Ed Ulbrich is modest about his role as a bridge between entertainment and technology. “I’m trying to help save the world from boredom,” he explains. This self-effacing description belies his significant contributions to the film industry. Prior to joining Moonvalley as head of strategic growth and partnerships, Ulbrich spent over three decades crafting visual effects for iconic films like 'Top Gun: Maverick', 'Black Panther', 'Avengers: Infinity War', 'The Curious Case of Benjamin Button', and 'Titanic'.

Ulbrich also produced the sci-fi film 'Ender’s Game' and pioneered live digital human performances, including the famous 'Tupac Shakur hologram' at Coachella. He held senior roles at Deluxe and spent two decades at Digital Domain, where he served as CEO.

Before joining Moonvalley, Ulbrich was head of content at Metaphysic, known for enabling deepfake videos of Tom Cruise. Moonvalley, recognized for its AI tool Marey, which uses fully licensed materials, recently acquired Asteria Film Co., founded by Bryn Mooser.

In a recent interview, Ulbrich shared his views on AI and its impact on the industry. “I’ve been through this journey of creating visual effects, and the pandemic marked a significant pivot for me,” he said. “During the strike, sentiments around generative AI shifted, but there were also exciting developments. The key for me was the ethical model of Moonvalley—no stolen pixels, no internet scraping. This is crucial for the industry’s future.”

Ulbrich’s new role allows him to explore the full potential of generative AI. “There’s a foundational model that enables mind-boggling creations, but the ethical aspect is paramount. Major studios and brands can’t risk using stolen pixels. The choice is clear—ethically sourced models are the future,” he explained.

Reflecting on past inflection points, Ulbrich compared the current AI revolution to the early days of computer graphics. “In the late ’80s and early ’90s, computer graphics were revolutionary. Initially, it required computer scientists and art directors to work together, but eventually, user-friendly interfaces made it accessible. Now, with AI, we’re seeing a similar transformation. Professional filmmakers need precise control, and Marey provides that.”

The benefits of AI in filmmaking are significant. “'Benjamin Button' was a landmark use of machine learning, but it was a slow, labor-intensive process. With generative AI, we’re seeing real-time results and significant cost savings. For example, the 2024 film 'Here', directed by Robert Zemeckis, used AI to age Tom Hanks from 17 to 85, a process that required far fewer resources than traditional methods.”

Ulbrich emphasized the efficiency and flexibility AI brings to the table. “With AI, many steps are automated, making the process faster and more iterative. Filmmakers can see final results immediately, which is a game-changer. While AI automates much of the work, it still allows for creative control and hands-on adjustments.”

Addressing concerns about AI’s impact on jobs, Ulbrich drew parallels to historical shifts in the industry. “Just as the rise of CGI created new roles and opportunities, AI will do the same. It’s about adapting and embracing new technologies. The key is ethical use and consent.”

During the 2023 strike, Ulbrich became a voice for ethical AI. “We aligned with SAG and emphasized the importance of consent and licensed data. This new framework ensures that everyone benefits from AI’s potential.”

Ulbrich believes that a wider circle of filmmakers is starting to embrace AI. “Directors like Zemeckis and Fincher have long been at the forefront, but the industry is gradually recognizing the benefits. AI is here to stay, and it will transform how we create and consume entertainment.”