Andy Serkis on AI and the Future of Storytelling: “Human Creativity Will Evolve Alongside It”

Artificial intelligence continues to be one of the biggest topics shaping the entertainment industry, and according to Andy Serkis, the conversation isn’t just about what the technology can do. It’s also about how creators choose to use it.

During the APOS conference panel, “The New Creative Pipeline: AI, IP & Human Craft,” Serkis joined Google’s Jon Zepp and filmmaker Josh Nelson Youssef to discuss the growing role of AI in storytelling and what it could mean for the future of filmmaking, content creation, and creative expression.

Serkis, whose groundbreaking performance-capture work helped transform modern visual effects and digital characters, spoke from New Zealand via video call and shared an optimistic outlook on the creative opportunities AI presents.

While many discussions around artificial intelligence tend to focus on fear or disruption, Serkis seems more interested in seeing how the next generation of artists and storytellers will embrace these emerging tools.

“I’m looking forward to seeing how new creators use these tools in imaginative ways,” he said.

At the same time, Serkis acknowledged that the rapid evolution of AI comes with challenges that the industry can’t ignore. As content creation becomes easier and more accessible, questions surrounding misinformation, authenticity, and accountability become increasingly important.

“As the creative landscape expands, so does our responsibility,” Serkis added.

Google’s Vice President of Entertainment Content & Platforms, Jon Zepp, described AI as a transformative force that is adding an entirely new layer to storytelling.

He pointed to Google's investments across multiple forms of entertainment content, including newer formats like microdramas, as part of an effort to better understand how audiences engage with stories.

For Zepp, transparency will be a key piece of the puzzle as AI-generated content becomes more widespread.

“In most cases, audiences will want to understand the source of origin,” Zepp said, adding that creators, technology companies and industry stakeholders must work together to establish new frameworks for trust and attribution in what he described as an era of democratized content creation.

Filmmaker Josh Nelson Youssef also highlighted the advantages AI can offer creators, particularly when it comes to efficiency and execution. However, he stressed that the technology itself shouldn't become the focus.

“The question is not simply what these tools can do, but why we are using them,” Youssef said.

That perspective seemed to unite all three speakers. While AI is opening doors to new methods of world-building, production, and creative experimentation, they agreed that technology works best when it serves human imagination rather than replacing it.

As the entertainment industry continues adapting to rapid technological change, the panelists expressed confidence that storytelling will keep evolving. New tools may reshape the creative process, but the heart of great storytelling remains the same: people crafting meaningful stories for other people.

Serkis summed up that outlook with a simple but encouraging reminder: “The world is changing fast,” Serkis said. “But human creativity will evolve alongside it.”

It’s a sentiment that will likely resonate with many filmmakers, artists, writers, and fans who are watching AI become a larger part of the creative landscape. The technology may be advancing at a remarkable pace, but if Serkis is right, imagination will continue to lead the way.

Source: Variety