Author: Curt Doty
For the past few years, Hollywood’s response to the rapid rise of AI has been marked by anxiety, apprehension, and, quite frankly, paralysis. The entertainment industry, known for its embrace of visual effects and technological wizardry, suddenly found itself caught in a cold war with artificial intelligence—a tool that seemed both promising and menacing. Writers, actors, directors, and studios were at an impasse, unsure whether to welcome AI as a creative ally or banish it as an existential threat.
The fear was palpable. Would AI-generated scripts replace writers? Would AI-rendered
performances make human actors obsolete? What would happen to creativity when algorithms, rather than human intuition, dictate storylines? These questions fostered distrust and stymied collaboration, leading to strikes and contentious debates over the future of AI in the industry.
But recently, a thaw has begun to set in new agreements between guilds and studios are signaling a cautious embrace of AI, carving out pathways that outline what responsible use of the technology might look like in Tinseltown.
Seventeen new laws were enacted in California in direct response to these concerns. James
Cameron has joined the board of Stability.ai and Lionsgate has made a deal with Runway. It’s a nod to acknowledging AI’s inevitability while maintaining guardrails that protect the creative
workforce.
The shift marks a significant turning point. Rather than a dystopian takeover, AI is now being
seen as a potential creative partner. AI-enhanced tools are being experimented with for visual
effects, real-time dubbing, and even script optimization, enhancing storytelling rather than
replacing the human touch. Creative professionals are beginning to explore new AI-driven
workflows, integrating AI in ways that amplify their craft rather than undermine it.
Marvel writer and producer B. Earl states,
“I look at how we can utilize AI and what it can do. production workflows, while still maintaining a connection to the artist. That is a really important thing for me, being an artist, myself, a writer, a creative, a producer. It's really important to be able to keep the artist in the production workflow and not look at how does everything just sort of get automated and brought over into that process. And truly that is problematic because more often than not. It doesn't understand the creative needs of the storytelling. It's always some sort of emulation that is connected to what we would consider hyper autocorrect. AI is not there yet and will it be? Maybe we'll see, but I think from a creative standpoint, there is a lot of fear from the creative side, because of the replacement of artists.”
Russell Schwartz, Film marketer and now Professor at Chapman University says,
“While we may not be seeing fully AI-generated films just yet, the integration of AI into filmmaking is already underway, from pre-production to post. My students are learning to navigate this new reality, where a mix of human creativity and artificial intelligence will shape the future of the industry. Even with their marketing campaign assignments. But one thing remains constant: the power of a good story. Even with the most advanced technology, the heart of filmmaking is still, and always will be, the story we tell. This remains the most challenging obstacle for my students – storytelling, the foundation of everything. So, where do I stand? You could call me OFTF—Optimistic For The Future. I believe in this next generation—Gen Z, then the Alphas, and even the Betas coming up right behind them. They’re the ones who will shape the world we’re living in, and the technologies we’re just beginning to understand."
AI, Media, Entertainment and Tech Expert Peter Csathy follows with,
“Generative AI can certainly create new stories based on elements of the past, because it's taking all this content, as I said, taking it into its black box and then mixing it all up to create something, which may be novel. But generative AI is not capable of creating something that's truly original, truly original. Only humanity can do that. And why? Because only humanity understands what it is to be human. Only humanity understands that great art isn't necessarily perfection. In fact, great art frequently flows from the imperfections. It is that fallibility, that humanity that ultimately elevates it.”
As Hollywood emerges from its AI paralysis, the industry is setting a precedent that others are
sure to follow: AI can be part of the cinematic future—if wielded thoughtfully, ethically, and
creatively. The next challenge will be maintaining this balance as AI technology evolves. The
thaw is only the beginning; Hollywood must now figure out how to harness the potential of AI
without losing its soul. A Creative Centered AI approach is a good start.
About the Author
Curt Doty current work and legacy lies in branding, product development, social strategy, integrated marketing, and User Experience Design. He has extensive experience on AI-driven platforms MidJourney, Adobe Firefly, ChatGPT, Murf.ai, HeyGen, and DALL-E. His award-
winning work of entertainment branding includes Electronic Arts, EA Sports, ProSieben, SAT.1, WBTV Latin America, Discovery Health, ABC, CBS, A&E, StarTV, Fox, Kabel 1, and TV
Guide Channel. He is a sought after public speaker having been featured at Streaming Media NYC, Digital Hollywood, Mobile Growth Association, Mobile Congress, App Growth Summit, Promax, CES, CTIA, NAB, NATPE, MMA Global, New Mexico Angels, Santa Fe Business Incubator, EntrepeneursRx and AI Impact. He has lectured at universities including Full Sail, SCAD, Art Center College of Design and Chapman University. His AI consultancy RealmIQ helps enable business transformation in the Age of AI. He leads a series of AI Salons titled El Sailon in Santa Fe. His podcast RealmIQ: Sessions interviews AI leaders and AI Founders from all over the world. He is currently on the board of the Godfrey Reggio Foundation and serves as the marketing director for Performance Santa Fe.
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