The opportunities and risks of artificial intelligence took center stage during the APOS conference’s “The New Creative Pipeline: AI, IP & Human Craft” session on Wednesday, as actor, director and producer Andy Serkis joined Google executive Jon Zepp and filmmaker Josh Nelson Youssef to discuss the future of storytelling in an increasingly AI-driven landscape.
Serkis, whose pioneering performance-capture work helped redefine modern visual effects, said he is excited to see how the next generation of creators will combine emerging technologies with new forms of storytelling. He joined by video call from New Zealand.
“I’m looking forward to seeing how new creators use these tools in imaginative ways,” he said, while acknowledging that the rapid expansion of creative possibilities also raises serious concerns around misinformation, blurred boundaries and accountability.
“As the creative landscape expands, so does our responsibility,” Serkis added.
Zepp, VP of Entertainment Content & Platforms at Google, described AI as “a major new dimension of storytelling,” arguing that technological innovation is opening new opportunities for creators and audiences alike. He pointed to Google’s growing investments across different forms of content, including emerging formats such as microdramas, as part of a broader effort to better understand audience behavior and preferences. At the same time, he emphasized the importance of transparency as AI-generated content becomes increasingly common.
