This study examines the application of artificial intelligence (AI) and virtual production in developing sustainable audiovisual projects. It hypothesizes that this new workflow enables the “virtualization” and concentration of the creative process within pre-production and production, reducing emphasis on post-production. Optimizing content creation through AI-driven virtual production has the potential to reduce the carbon footprint through “green filming” practices, minimizing on-set material waste, and streamlining production logistics. The study analyzes how integrating AI and virtual production impacts “green filming” practices, which traditionally focus on the production stage of multiplatform content creation. A brief literature review examines virtual production and AI, along with practical analyses of sustainable audiovisual projects, highlighting the socio-environmental, labor-related, and technological benefits and challenges. The study concludes by emphasizing the importance of technological infrastructure to monitor environmental impact indicators in the national audiovisual industry and investing in research on the energy consumption of AI data centers. Additionally, it suggests that implementing sensors in environments and industries can provide data for developing carbon footprint calculators tailored to the diverse needs of audiovisual production sectors.