Hollywood producer and DreamWorks co-founder Jeffrey Katzenberg is urging the entertainment industry to move beyond debating whether AI belongs in creative production and focus instead on establishing how the technology should be used.
Katzenberg compared the current transition to earlier shifts such as computer-generated imagery and digital animation. His argument is that AI should be treated as another production tool, while the creative industry establishes clear terms around fairness and its role in filmmaking.
For media and production organizations, the discussion reflects a broader change already affecting content creation, post-production, and video workflows. As AI tools become more capable, Katzenberg believes they could lower production barriers, enable studios to take more creative risks, and introduce new forms of storytelling.
His larger point is that technology alone does not replace creativity. Instead, the challenge for Hollywood is determining how AI can support creators while preserving the human storytelling that ultimately connects with audiences.
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