CJ ENM is introducing a new model for AI-driven content production with its latest feature film, which employs a hybrid filmmaking approach combining live-action performances with advanced AI technologies across every scene.The company announced that it hosted the ‘CJ ENM Culture TALK’ event at CGV Yongsan I'Park Mall in Seoul under the theme “Synergy of Innovation: Cinema Created with AI" .
The House is a K-occult thriller centered on Yumi, a woman able to see the souls of the deceased, whose life takes a disturbing turn after moving into a new apartment.
What distinguishes the film is its fully indoor production model: all live-action performances were shot without location changes, while environments and visual effects were entirely generated using AI. With the exception of the actors’ performances, AI was applied to every aspect of the film, incorporating a wide spectrum of cutting-edge technologies.
A key component of the production pipeline was the integration of Google’s AI tools, including Imagen for image generation, Nano Banana 2 for image editing and optimization, and Veo for video generation. These technologies were embedded directly into the workflow, enabling high-quality visual outputs.
Ahn Sung-min emphasized the collaborative nature of the process, noting that the goal extended beyond simply supplying technology to ensuring that creators’ intentions were faithfully translated into AI-generated results. He highlighted the use of the “Detect and Foundation” method, which analyzes visual elements such as backgrounds, objects, lighting, and composition across entire sequences, allowing for consistent and coherent AI outputs.
The project had already been previewed at the Google for Korea event on April 29, where it attracted considerable attention as a benchmark case for AI integration in content production. Building on this collaboration, CJ ENM plans to deepen its partnership with Google and expand the use of AI across the full production pipeline.
Jeong Chang-ik described the project as a shift in production methodology, explaining that filming entirely in a green screen environment while generating all backgrounds through AI significantly increased efficiency and introduced a new creative workflow compared to traditional filmmaking.
Actor Kim Shin-yong also highlighted the experiential shift on set, noting that, unlike conventional chroma key production, he was able to view AI-generated environments in real time during filming, enhancing performance immersion. He also pointed out the efficiency gains, with the entire shoot completed in just four days within a studio environment.
The project was co-produced by THEHAN FILM and SOLTMAKERS, both members of the AI Content Alliance, an industry-academic initiative launched earlier this year. Their involvement contributed to elevating the film’s technical sophistication and demonstrated a scalable collaboration model between AI production studios and technology providers.
Baek Hyun-jung underscored the strategic significance of the initiative, stating that in an increasingly competitive global landscape, CJ ENM aims to build a robust AI content ecosystem through collaboration across industry, academia, and public sectors. She described The House as a key project validating the convergence of AI technology and creative content.
She further noted that to translate such innovation into sustainable industry growth, it will be essential to establish institutional frameworks and production environments that support broader real-world implementation.
The House is scheduled to premiere on May 1 via TVING, one of Korea’s leading streaming platforms.
This release follows CJ ENM’s earlier experiment in AI content production with Cat Biggie, recognized as the world’s first AI-generated animation series. The 30-episode show, distributed on YouTube, has achieved significant global reach, approaching 22 million cumulative views.
