In general, Jeffrey Katzenberg predicts that 90% of video performers will be substituted by AI in the future, which he finds quite unsettling. The DreamWorks SKG co-founder expressed his concerns about the profound impact of this emerging technology on the media, entertainment, and creative industries. Both the Writers Guild of America (WGA) and the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) engaged in numerous disputes with the Alliance of Motion Picture and Television Producers (AMPTP) due to the influence of AI, streaming revenues, and other contributing factors.
On Wednesday evening, November 8, SAG and the AMPTP finally reached a preliminary agreement after prolonged negotiations.
The next morning, Katzenberg reflected on the evolution of storytelling technologies, citing historical tools such as the pen, paintbrush, printing press, still cameras, and motion picture cameras. He shared these insights during a panel discussion on NBC TV from Singapore. Notably, his venture Quibi, a Hollywood venture focused on short-form content, was not mentioned in this context.
Katzenberg emphasized that the advancements made in the past are incomparable to the upcoming advancements in synthetic intelligence. He anticipates that the developments in the next decade will be significantly more impressive, suggesting that AI will revolutionize creative projects akin to the impact of modern technology on the press in recent years.
Describing the future as “disruptive and commoditized,” Katzenberg reminisced about the past, recalling that his “world-class” animated films once required 500 musicians over five years. However, he foresees that in just three years, a mere fraction of that workforce will be necessary, estimating it to be less than 10%.
Despite the automation, Katzenberg believes that human creativity will remain essential in guiding and enhancing AI capabilities. He envisions a future where “prompting” AI will evolve into a valuable creative asset.
Looking ahead, Katzenberg expressed anticipation for the 2026 AI-Prompting Honors, highlighting the exciting prospects that lie ahead in this rapidly evolving landscape.
