It’s no understatement that AI technology has impacted nearly every industry sector – from healthcare and manufacturing to customer service and education.



It’s no understatement that AI technology has impacted nearly every industry sector – from healthcare and manufacturing to customer service and education. Yet, the adoption of AI and its role in the creative sector has been both surprising and a major source of debate among industry peers.



In fact, the entertainment industry has seen much resistance to AI, not only from writers and artists but also from actors, as Hollywood unions are currently fighting against the use of AI-generated actors and voiceovers. However, this has not stopped the rapid adoption of this latest technology, where according to a recent survey by AudienceView, 63% of theatre organisations plan to invest in AI technology in the next 12 months alone. This was supported by a report by Gartner, which revealed AI adoption will grow by 38% in the entertainment industry during 2025.


Creative industries such as marketing, advertising and entertainment thrive on human emotion and connection and while AI brings significant operational benefits, there is some cause for concern particularly when it comes to originality, emotional response and cultural awareness.


Artificial Creativity Vs Human Creativity


While AI may excel in data-driven processes, creativity is an unpredictable, fantastical and complex phenomenon that AI cannot simply replicate.


According to the study published in Scientific Reports 13 by Koivisto and Grassini, it found that the top-performing humans still outshine AI in tasks requiring creative divergent thinking. Furthermore, recent research has also shown that while AI chatbots may outperform humans in terms of creative output, the most innovative humans can still match or exceed the performance of these chatbots.


This is not to say that AI is not beneficial for idea generation based on analytics and data – but it cannot derive ideas from human experiences and emotions. These elements are essential for true creativity, which is often inspired by life events, cultural shifts and emotional connections.


Therefore, the necessity of human creativity and input cannot be overlooked, especially in industries focused on eliciting emotional responses from consumers, such as in advertising, film and theatre.


Advertising & Marketing


There is no doubt that AI technology can be a valuable tool for advertising and marketing, especially in terms of its predictive analysis and data-driven insights. Yet, it does fall short in key areas essential for creating and delivering truly impactful campaigns.


Successful advertising goes beyond just data, research and patterns – it relies on storytelling, emotional depth and cultural relevance – all of which work towards fostering genuine connections and long-term brand loyalty.


Take, for instance, the much-anticipated John Lewis Christmas advert. Awaiting each retailer’s Christmas advert every year has become almost a tradition, sparking conversation and debate for a number of weeks. But what makes it so successful?


John Lewis advertisements are renowned for forging emotional connections through powerful storytelling. These beloved adverts are remembered and talked about long after they’re off the air. These adverts typically showcase a cinematic narrative with a happy ending that stirs feelings of togetherness and love. This evokes an emotional response from viewers and has become a successful long-running campaign for the company.


In order to build a lasting impression and connection with the consumer, empathy and emotional depth are key to delivering meaningful marketing campaigns, that inspire, engage and connect.


The Entertainment Industry


While technological advancements are continuing to push the entertainment industry forward, creating new opportunities and jobs, the industry cannot overlook the essential skills and insights gained from that of a human creative mind.


From the unforgettable lyrics of Stephen Sondheim, to the masterpieces of Mozart and the comedic scripts and stylings of British sitcom favourites such as Gavin and Stacey, by Ruth Jones and James Corden, these diverse but treasured works have been derived by some of the most creative minds, able to reach audiences on an emotional and engaging level. This is because creative fields like music, film and theatre rely on spontaneity, intuition, human experience and emotion – something which AI is unable to deliver.


That being said, the use of AI for industries such as film, TV and theatre can be of value. Due to its ongoing developmental nature, AI promises innovations in film and TV that were never before possible and could unlock a host of potential for filmmakers, which could revolutionise the way in which stories are told.


As such, it is important to remember that AI can empower and assist the industry in delivering impactful stories, but it should work alongside creative minds rather than replacing or silencing them.


A Balancing Act


As AI continues to evolve, industries will continue to use this latest technology. However, in sectors where innovation and connection are essential, such as entertainment and marketing, the unique qualities that humans bring to the table – creativity, empathy, cultural sensitivity and emotional intelligence – are irreplaceable.


While there is room for further enhancements in AI’s abilities, it’s vital to maintain a balanced approach where AI serves as a tool to enhance the creative, rather than replace it. Industries can leverage this technology to enhance creative vision and assist the creative in idea generation, while preserving the essential role of human input.


By embracing AI as a tool for efficiency and supporting human creative minds, the industry can enjoy the best of both worlds: the speed and data-driven insights of AI, combined with the depth, authenticity and originality that only the human mind can deliver.



   Terence Rodia, Director of YOU Management