Some have raised their concern over how this could eventually lead to a shift in the reliance on the technology in the industry, while others claimed that it is based on economical reasons.
The episode of the primetime action series Coco Martin’s Sigabo that aired last July 8 (Wednesday) has been getting a mixed bag of reviews from online users in recent days.
Many viewers suspected that one scene, specifically the part of a wedding, was generated using artificial intelligence (AI).
Immediately, it has caused flurry of reactions on social media, where netizens expressed their sentiments over the supposed utilization of the said technology.
Teleserye and film critic Patrick Fresno took to X, formerly Twitter, to share that he is baffled by the use of AI in the scene if it was shot in real life.
Writer Noelle Capili-Ruiz also called out the move and questioned why it was done rather than hiring human artists, instead.
Another user also spotted the supposed utilization of AI in other scenes in the program, which he noted to be easy to spot due to its color difference with other real world scenes
“Na-notice ko agad na may sudden change sa frame rate, video quality, and even the lens used,” he noted. “Unnatural din ang movements.”
“As someone who uses AI at work, I knew at a glance that these were AI-generated. I have mixed feelings.”
Meanwhile, another account, who also called himself as a loyal viewer of lead star Coco Martin’s previous works FPJ’s Ang Probinsyano and FPJ’s Batang Quiapo, posted an open letter.
In which, he appealed that the production will “reconsider” the use of AI and said that it should only be used as a tool and “support for human creativity,” not replace it.
Entertainment blogger Rod Magaru also weighed in on the matter and defended the team, as he claimed that “it did not change the show’s creative process.”
“Filmmakers and content makers would explore, experiment, and use the latest technology available to help their storytelling,” part of his point read.
As of this writing, CCM Film Productions, Inc., the producer of the series, as well as broadcaster ABS-CBN and the Dreamscape Entertainment unit have not yet commented on the matter.
Meanwhile, apart from Sigabo, netizens also spotted another apparent example of AI scene in another Kapamilya series, Blood Vs. Duty, which was also raised by another user on social media.
According to a study conducted by Truelogic DX in 2024, the adoption of AI-powered tools, particularly generative AI, has approximately reached 48–49% nationwide, with Gen Zs leading the adoption.
It also registered generally positive reaction on the technology from different age groups, with, again, Gen Zs having a positive outlook on the technology.