positive ROI for customers?
It's already here in a big way. You just won't be told about it until the public lightens up on the "AI hate".
If the argument is that AI is being used in the background or for some VFX, sure, I’ll buy that. It’s just another tool, then. If it is being used to generate entire scenes, there’s no evidence of this, unless something like that atrocious holiday Coca-Cola commercial is a herald of our future.
As written, your claim is just handwavy. I get you might not be able to cite anything concrete due to NDAs or whatnot but, you also have to understand why a lot of people find this kinda unpersuasive.
The the former you suggested. Background plates and the like. The lack of actual creative direction tools, trite visual style, lack of consistency/repeatability and complete inability to be edited or adjusted easily make it a non-starter for most tasks. Compositors are fast, LLMs are slow at that scale. There are tools like ComfyUI that sit in the “we’re running experiments/useful sometimes” category.
Loads of ML tools are in use and incredibly handy, but fit into that tool category, but actual wholesale video/image generation is not that prevalent, no.
They're using AI for plates, edits, pickup shots, previz, and in some cases the primary footage itself.
They're super hush-hush about this.