Automation of the creative industries : applying generative artificial intelligence to five domains of audiovisual production

Fišer, Nikolaj (author)

Generative artificial intelligence (AI) is being integrated in audiovisual production among various domains of the creative industry. As these tools’ capabilities are pro-gressing, media professionals and scholars have been questioning the impact on and future consequences for creative labour and the creative industries. This paper ex-plores the integration of generative AI within five domains of audiovisual produc-tion: feature film, advertisements, social media shorts, news video and video art. Fur-thermore, it reflects on the broader implications of automation within the creative industries, evaluating the tension between human creativity and algorithmic output. Finally, it presents various future scenarios of development of the creative industries. While some of the audiovisual domains seem to be “fully automatable”, others appear resilient to this transformation even in the long-term future due to their experimental and author-centred nature.

• Language: English
• Keywords: artificial intelligence, creative industry, automation, audiovisual production, creativity
• Typology: 1.01 - Original Scientific Article
• Organization: FF - Faculty of Arts
• Publication status: Published
• Publication version: Version of Record
• Publication date: 10.07.2026
• Year: 2026
• Number of pages: Str. 23-38
• Numbering: Letn. 20, št. 1
• PID: 20.500.12556/RUL-184724
• UDC: 316.74:004.8
• ISSN on article: 1854-9632
• DOI: 10.4312/ars.20.1.23-38
• COBISS.SI-ID: 284789507
• Publication date in RUL: 14.07.2026

Record is a part of a journal

• Title: Ars & humanitas : revija za umetnost in humanistiko
• Publisher: Znanstvena založba Filozofske fakultete, Znanstvena založba Filozofske fakultete, Založba Univerze v Ljubljani
• ISSN: 1854-9632
• COBISS.SI-ID: 233246720

Licences

• License: CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International
• Link: http://creativecommons.org/licenses/by-sa/4.0/
• Description: This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.

Secondary language

• Language: Slovenian

Abstract

Generativna umetna inteligenca vse bolj prodira na različna področja avdiovizualne produkcije znotraj kreativnih industrij. Z razvojem teh orodij se med strokovnjaki in raziskovalci poglabljajo razprave o njihovem vplivu na kreativno delo ter prihodnost kreativnih industrij. Prispevek analizira uporabo generativne umetne inteligence v petih ključnih domenah: igrani film, oglaševanje, kratke video vsebine na družbenih omrežjih, video novice in video umetnost. Ob tem se osredotoča na širše posledice avtomatizacije ter razmerja med človeško ustvarjalnostjo in algoritmično produkcijo. V zaključku ponuja premislek o možnih prihodnjih scenarijih razvoja kreativnih industrij. Medtem ko se nekateri formati kažejo kot primerni za popolno avtomatizacijo, pa so drugi – zaradi svoje eksperimentalne narave in izrazitega avtorskega pristopa – bistveno odpornejši na popolno tehnološko nadomestljivost v odsotnosti človekovega upravljanja, tudi v dolgoročnejši prihodnosti.

• Keywords: umetna inteligenca, kreativna industrija, avtomatizacija, avdiovizualna produkcija, kreativnost

Projects

• Funder: ARIS - Slovenian Research and Innovation Agency
• Project number: P6-0194
• Name: Problemi avtonomije in identitet v času globalizacije