Barun Son E&A introduces generative AI technology → Making short-form dramas that cross reality and virtuality
Jun 19, 2025
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Barun Son E&A is promoting content planning and production centered on Generative AI technology to respond to the rapidly changing production environment and global market demands.
First, we are developing a short-form drama series that crosses reality and virtuality based on images and motions generated by AI. Major characters, backgrounds, and some scenes will be implemented in Generative AI to present original visuals that are difficult to see in existing short-form contents. In particular, by creating the main character with AI, it will provide a fresh sense of immersion through scenes played by real people and virtual self created by AI. It is in progress with the goal of being released within 2025.
It is also planning a feature animation project that builds character design and worldview using AI from the pre-visual stage. We experiment with new possibilities to secure production efficiency and creativity at the same time through AI-based creative techniques, and aim to realize stories and high-quality visuals that can be sympathized with all age groups. It completed production in 2026 and is being developed with the goal of releasing theaters.
AI dubbing will also be promoted to strengthen the competitiveness of global projects. By introducing AI technology to dub major languages by country, such as English, Japanese, Vietnamese, Chinese, Spanish, and French, it plans to build a system that reduces cost and time and increases global distribution speed and efficiency. In particular, by applying it to Indonesian co-production and overseas distribution works dominated by Barun Son E&A, it will improve the quality of localization of content and increase global access to accelerate its spread to various countries and platforms.
Barun Son E&A, which has produced authentic stories and high-quality contents that move the hearts of audiences, aims for a new creative ecosystem in which technology and craftsmanship are harmonized in the changing trend of the times. Based on this, we want to build a production environment that can stably implement challenging content, and the ultimate goal is to provide audiences with more diverse and sensual stories and immersive viewing experiences by using Generative AI as a key partner rather than an auxiliary means of creation.
Choi Yoon-hee, CEO of Barun Son E&A, said "Technology-based content creation is no longer an option, but a must"AI is not just an auxiliary technology, but a creative partner that is at the heart of content composition. Barunson E&A will present content with broader imagination and emotion through harmonious collaboration between people and AI."
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