AI in Entertainment: Creativity, Cost, and the New Rules of Storytelling

The Impact of AI on the Entertainment Industry

At the 64th Monte-Carlo TV Festival, a panel dedicated to AI captured attention by reflecting the ongoing transformation of the TV industry. The message was clear: AI is no longer a future possibility—it’s here, reshaping everything. The urgency is on creatives to understand and start working with AI, as its development pace is swift and inevitable.

Moderated by Michel Zgarka, President and CEO of Hitlab, the discussion brought together Vanessa Shapiro, CEO of Nicely Entertainment; Toma de Matteis, Managing Director of Fiction at France.tv Studios; and Leif Host Jensen, Dean of Film, TV and Games at Norway’s Inland University. Their focus wasn’t on whether AI would change entertainment, but on how it will, how fast, and at what cost—both creatively and ethically.

AI as a Tool for Production Efficiency

Vanessa Shapiro shared how her company uses AI throughout production stages, primarily to reduce costs. Hollywood’s mixed feelings about AI are understandable, but she stressed the need to find a balance that embraces AI without sacrificing creative quality. AI can streamline processes, but it shouldn’t dilute the storyteller’s unique vision.

Industry Resistance and the Need to Adapt

Leif Host Jensen highlighted that the challenge isn’t AI technology itself—it’s the entertainment industry’s slow adaptation. “We’re dinosaurs protecting our roles,” he said. His film and games students reveal a generational divide: game developers are fluent with AI, while film professionals often resist, fearing loss of control. AI-generated content is already widespread on platforms like TikTok and Snapchat, and full AI-assisted film production is becoming feasible.

Blending Technical Skill with Storytelling

Toma de Matteis pointed out that while AI can generate countless visual shots, the real skill lies in crafting meaningful narratives. Future filmmakers must combine technical know-how with artistic vision. It’s about more than executing commands; it’s about connecting emotionally with audiences. New tools have always changed filmmaking, and the key is staying curious and adaptable.

The Next Generation and the Changing Creative Landscape

The panel agreed that younger creators see AI as a natural part of their toolkit. Shapiro noted students proudly create digital art over months—yet AI can produce similar work in minutes. This is the new reality. Still, the human emotional perspective remains unique and irreplaceable; that creative spark belongs to the artist.

Legal and Ethical Challenges

As AI accelerates creativity, legal and ethical questions multiply. Licensing for AI-generated faces, voices, and likenesses is becoming essential. Shapiro mentioned using AI to generate background crowds, replacing dozens of extras and saving costs. But synthesizing lead actors raises new concerns. Jensen shared an example where a 72-year-old director made a short film with AI tools for just €500, working with a digital version of his favorite actor—something unthinkable a year ago.

Ownership and Accountability

Jensen stressed that professionals must lead AI integration, not leave it to amateurs. While audiences still prefer familiar faces and formats, production economics are shifting. AI can cut costs dramatically—for instance, digitally recreating a cliff jump in “Mission: Impossible” could cost a tiny fraction of the real stunt. To stay relevant and sustainable, the industry needs to adapt and use AI effectively.

All panelists agreed that AI amplifies rather than replaces human creativity. De Matteis warned that relying blindly on AI-generated content risks copying existing works, leading to legal problems. Creators must stay vigilant, using AI as support, not a substitute for originality and judgment.

Jensen highlighted the need for clear legal frameworks around AI content. Creators should document their work carefully—including scripts and AI prompts—to prove originality and protect intellectual property. The tools are here to stay, but authorship must be asserted.

In conclusion, the entertainment industry faces a clear choice: engage with AI thoughtfully, ethically, and creatively—or risk falling behind. The future belongs to those willing to learn and adapt.

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