AI Set to Revolutionize Nollywood's Technical Capabilities
Nollywood, Nigeria's vibrant film industry known for its compelling storytelling, stands at the brink of a technological transformation that could significantly enhance its global competitiveness. According to industry expert Marina El-Chalouhi, artificial intelligence tools present a groundbreaking opportunity to elevate technical aspects of filmmaking that have traditionally challenged the industry.
In an exclusive interview with Ajuluchukwu Brown on November 9, 2025, El-Chalouhi emphasized that while Nollywood has demonstrated remarkable growth and captivated audiences worldwide, there remains substantial potential for improvement in areas like cinematography, sound design, and special effects.
Bridging Technical Gaps with Artificial Intelligence
Marina El-Chalouhi, who spoke as a guest at the CAVIC Festival in Abuja, brings a unique perspective as someone deeply connected to African creative industries. She describes herself as "a connector of cultures and creative worlds" and serves as an associate at Maison Kimia, where she develops Afro-inspired musical and cultural projects alongside three Congolese colleagues.
Her professional background includes serving as Account Director at Gang Group, an international creative production ecosystem, where she works across music, brands, and innovation. Her passion for African storytelling, particularly Nigeria's creative landscape, drives her commitment to collaborating with Nollywood professionals.
El-Chalouhi represents Obsidian, which she describes as "a human-led, AI-driven creative studio built by creatives for creatives." What sets Obsidian apart is their research and development focus, creating specialized pipelines and workflows that empower artists to work more efficiently while maintaining creative control.
Addressing Creative Concerns About AI Technology
For Nigerian creatives apprehensive about artificial intelligence, El-Chalouhi offers reassuring perspective. "AI is here, everywhere, and we'd better get on board!" she asserts, emphasizing that the technology serves as a creative amplifier rather than a replacement for human artistry.
She specifically addresses the unique value of Nigerian creativity: "Nigerian creativity has a depth, rhythm, and cultural truth that no system can copy. AI can't replace that. What it can do today is to remove technical barriers, speed up production, open doors for small teams with big visions, and help storytellers build worlds that used to require huge budgets."
The potential applications extend beyond current limitations, with El-Chalouhi drawing parallels to previous technological revolutions in cinema. "Just like digital cameras and VFX reshaped cinema, AI will transform how films are made," she predicts, noting Obsidian's existing creative partnership with Imagine Entertainment, co-founded by Brian Grazer and Ron Howard.
Building Bridges Between Continents
El-Chalouhi's connection to Nigeria extends beyond professional interest. For more than three years, she has been working closely with Nigerian representatives in Belgium to establish cultural and artistic bridges between the two countries. Her vision includes expanding Gang Group and Obsidian's presence in Africa, building on their existing creative studio in South Africa.
Reflecting on her recent visit to Nigeria for the CAVIC Festival, she expressed admiration for the country's creative energy: "I felt Nigeria is energy in motion. The creativity, the humour, the warmth, and the cultural confidence leave a strong impression." She specifically thanked Philippe Agbense Jr. for the festival invitation and endorsed the CAVIC project's direction.
As Nollywood continues its impressive growth trajectory, the integration of AI tools represents not just a technological upgrade but a strategic move to strengthen Nigeria's position in the global film industry. With experts like El-Chalouhi facilitating international collaborations and knowledge transfer, the future of Nigerian cinema appears poised for unprecedented technical excellence.
