In Hollywood, AI's no match for creativity, say top executives

As artificial intelligence continues its rapid infiltration into creative industries across the globe, Hollywood's leadership is drawing a decisive line in the sand. The technology sector's optimistic narrative about AI's transformative potential is colliding head-on with the entertainment industry's fundamental assertion that human creativity remains irreplaceable—a distinction with profound implications for European investors eyeing opportunities in content creation and media technology. The debate reached critical mass during this week's South by Southwest conference in Austin, where industry veterans and innovation leaders articulated sharply contrasting visions of AI's role in filmmaking. Director Steven Spielberg's unambiguous declaration that he has never employed AI in his productions, combined with his assertion that all seats in his writer's room remain occupied by human talent, represents more than personal preference. It signals institutional resistance from the industry's most influential voices to any technological framework that would displace creative professionals. This positioning carries significant weight for European venture capitalists and entrepreneurs assessing the AI-in-media sector. The global creative technology market, valued at approximately $18 billion in 2025, presents compelling investment opportunities—but only for companies that position AI as an augmentation tool rather than a replacement mechanism. Joshua Davies, chief innovation officer of Tel Aviv-based Artlist, exemplifies