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Creativity in Crisis? A Study of AI’s Disruption of the Creative Production Process in Hollywood

Authors

Kurubuni Cajetan Sungsomang

Central University, Pokuase, Accra (Ghana)

Article Information

DOI: 10.51244/IJRSI.2025.1210000295

Subject Category: Banking and Finance

Volume/Issue: 12/10 | Page No: 3392-3411

Publication Timeline

Submitted: 2025-11-04

Accepted: 2025-11-11

Published: 2025-11-20

Abstract

This study investigates the influence of artificial intelligence (AI) on Hollywood’s creative production processes, with a particular focus on how technological adoption is reshaping roles, workflows, and notions of authorship. Drawing on an interpretivist paradigm and a qualitative research design, the study employed document analysis of industry reports, union statements, scholarly publications, and media sources published between 2018 and 2024.
The findings reveal that AI has been incorporated into multiple stages of filmmaking, including concept development, screenwriting, casting, visual effects, editing, and production planning. While these tools primarily function as supplementary aids that enhance efficiency and expand creative options, concerns persist about reduced human agency, job security, and cultural originality. Stakeholder perceptions vary: producers and executives often emphasize efficiency and cost reduction, whereas writers, performers, and technical staff express unease about the erosion of creative sovereignty and skill development. Labor unions such as the Writers Guild of America (WGA) and SAG-AFTRA have begun to push for contractual safeguards addressing issues of authorship, copyright, and likeness protection.
The study concludes that AI’s integration into Hollywood is negotiated rather than uniform, marked by tensions between innovation and creative integrity. It highlights the need for regulatory frameworks, ethical oversight, and skill development initiatives to ensure that technological progress does not compromise artistic expression, labor conditions, or cultural diversity. By situating these findings within broader theoretical and empirical debates, the research contributes to ongoing discussions on the future of creativity in the age of intelligent machines.

Keywords

Hollywood, Creativity, AI’s Disruption, Creative Production

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