Artificial intelligence has already transformed how we watch, listen and scroll — but is it about to reshape how entertainment is actually made?

In this episode, E+T regulars Tim Fryer and Jack Loughran are joined by Sarah Atkinson, professor of screen media at King’s College London, to explore how AI is filtering into storytelling, production and performance. From Netflix algorithms and virtual actors to deepfakes, holograms and interactive cinema experiments, they examine whether AI is a creative partner, a cost-cutting disruptor, or a threat to already fragile creative careers.

The conversation ranges from the legacy of early interactive film experiments to modern tools like generative video, asking whether audiences really want adaptive narratives — or simply better stories. As AI promises faster post-production and lower barriers to entry, could it democratise filmmaking and diversify voices, or will it accelerate job losses and homogenise culture? And in an industry built on illusion, does it matter if the magic is human-made?

With Hollywood strikes, ethical concerns and education systems struggling to keep pace, the episode asks a bigger question: is AI the next evolutionary step in entertainment — or just another cinematic gimmick that will fade when the novelty wears off?

“On one side, there’s very much a fear narrative. But then on the opposite scale, you have experimentation and eagerness to use this new tool to actually improve and enhance creativity.”