Last month, HBO’s Max streaming service made a controversial change to the way it organizes film credits, grouping writers and directors under the label “creators.” This decision outraged industry professionals and was seen as a disrespect to the craft and expertise involved in art-making. It highlighted the growing influence of technology and algorithmic approaches in the entertainment industry, where the focus has shifted from auteurs to content creators.
The term “creator” was originally popularized by YouTube in 2011 to encompass the various roles and skills involved in online content production. However, as technology companies like Netflix and Amazon have become major players in the film and television industry, the concept of a creator has been co-opted and diluted. It has led to a devaluation of creative labor and a concentration of wealth among a small group of influential individuals.
This flattening of roles and the increasing reliance on algorithmic optimization and generative AI has created fears within creative industries. Tech platforms promote the idea of a creator economy as a form of entrepreneurial freedom, but it has also resulted in the loss of labor protections and a pressure to produce high volumes of content. AI further exacerbates this issue by prioritizing quantity over quality.
AI is already making its presence felt in various aspects of the entertainment industry, from video games with dynamically generated dialogue to podcasting companies that can simulate conversations between historical figures. It represents a worldview that values scale and endless production, disregarding the importance of craftsmanship and artistic integrity.
The use of generative AI to expand classic artworks and create infinite cinematic universes reflects this mindset. It is a departure from the notion of art as a limited, human expression and instead sees it as something to be endlessly reproduced and monetized. It signals a shift towards intellectual property-driven narratives and a refusal to accept the concept of finality.
While arguments about art and limitations can sometimes seem pretentious, it is important to consider the loss that comes with a relentless pursuit of scale and efficiency. It diminishes the human element and ignores the inherent value of setting boundaries and embracing craftsmanship. The inclusion of the term “creator” in Max’s credits was perhaps just a technical oversight, but it symbolizes the clash between an engineering mindset and the artistic process. In a world of boundless content, it’s easy to feel like a mere oversight in the grand scheme of things.
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