xAnts

At the recent AVP Summit in Italy, Lori McCreary, CEO and co-founder of Revelations Entertainment (the production company behind Morgan Freeman), delivered a powerful message about the evolving role of producers in the age of artificial intelligence. McCreary emphasized that producers are becoming the vital “last line of defense” between creative talent and the rapidly advancing capabilities of AI.

The discussion centered around the significant impact AI is poised to have on the entertainment industry. While acknowledging the potential benefits of AI tools – such as streamlining workflows and offering new creative avenues – McCreary cautioned against the uncritical adoption of these technologies. Her core concern revolves around protecting the integrity and authenticity of artistic expression.

“AI is going to reshape our industry,” McCreary stated, “but it’s crucial that we, as producers, understand how to wield these tools responsibly. We’re not afraid of AI; we’re aware of its potential. However, we must ensure that it serves to enhance, not replace, the human element in storytelling.”

McCreary’s perspective highlights a growing sentiment within the entertainment community: the need for producers to actively curate and guide the integration of AI. This involves a conscious effort to maintain creative control, ensuring that AI-generated content aligns with the vision of the artist and the overall narrative.

The role of the producer, traditionally focused on logistical and financial aspects of production, is now expanding to encompass a critical ethical and artistic responsibility. Producers are being called upon to act as gatekeepers, evaluating AI-generated content and ensuring that it meets a certain standard of quality and originality.

“It’s about preserving the soul of storytelling,” McCreary explained. “AI can generate scripts, create visuals, and even mimic voices, but it can’t replicate the lived experiences, emotions, and unique perspectives that inform truly compelling narratives. That's where talent comes in, and that’s where producers need to step up and protect them.”

Revelations Entertainment, known for its impactful documentaries and films tackling social and political issues, is actively exploring how AI can be used responsibly within its production process. McCreary’s leadership underscores the company’s commitment to innovation while remaining grounded in its core values of authenticity and integrity.

The AVP Summit discussion served as a crucial reminder that the future of entertainment hinges on a thoughtful and balanced approach to AI. Producers, like Lori McCreary, are at the forefront of this evolution, ensuring that technology empowers creativity rather than diminishing it. The challenge lies in harnessing AI’s potential while safeguarding the irreplaceable value of human talent and artistic vision.

Ultimately, McCreary’s message is a call to action for producers across the industry: embrace the possibilities of AI, but never lose sight of the human heart of storytelling.