Is AI killing creativity in film? Or fuelling it?

Artificial Intelligence is not traditionally linked to the emotion-fuelled craft of creativity. Being perceived as a uniquely human skill, we love to think creativity remains the ultimate holy grail, impossible to replicate by a machine. But the potential of AI has already been used in a creative capacity across the arts – writing song lyrics, applying painting styles – and lately now in cinema. Still, we hold onto to the belief that AI and data-driven processes'undoubtedly' dampen the creative results and result in formulaic work. For example, Warner Brothers has recently signed a deal with Cinelytic, whose smart technology can predict box office success before production even begins, and offers suggestions on the most profitable actors to use to boost popularity.