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.

“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 Youssef echoed the benefits of AI-assisted workflows, saying digital tools can help creators achieve greater efficiency and higher levels of execution. However, he argued that the industry must remain focused on the purpose behind the technology.

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

Looking ahead, all three speakers expressed optimism that technological progress will continue to expand the possibilities of world-building and storytelling. Yet they agreed that human imagination, creative freedom and trusted sources of information will remain essential as the industry navigates the next phase of digital transformation.

“The world is changing fast,” Serkis said. “But human creativity will evolve alongside it.”