The truth about generative AI's future in the theatre industry.
AI is everywhere; that’s not a secret. But why is the theatre industry not welcoming it with open arms? Well, for one, it poses a threat to thousands of creative jobs. With technology that can churn out entire scripts, scenic designs, costume ideas, and marketing content in a couple of seconds, it’s pretty scary for professionals in any of those fields to digest. Heck, as a theatrical graphic designer, I was terrified when I first saw the quality that these image AI platforms were producing. But what does the future really look like for this technology?
In the News
Broadway’s The WIZ uses ‘AI generated backdrops’ for their production.
In October 2023, fans on TikTok started to notice some blurry and distorted elements in The Wiz’s backdrop projections, and were not too happy about it. Interestingly enough, a spokesperson for The WIZ actually denied the use of AI in their backdrops, stating “AI was not used in the creation of the projections” (via Broadway World). Some fans called out this denial and lack of transparency as an act of “shame” in the face of AI. In general, the consensus of fans is not that AI is inherently harmful, but the lack of artistic input feels soulless, pulling away from the magic of live theater.
The Problem of ai in theatre
Jobs. Artists deserve jobs. This has been the key fear since ChatGPT first took the world by storm in December 2022. What are we supposed to do when every job is inevitably replaced by robots, including those in the arts? Is it time to throw in the towel and pursue a chess career?
The Solution
Luckily, we won’t be having to bust out the chess boards anytime soon (unless that’s your thing, then totally do it). As a professional theatrical designer, I’m here to tell you that our industry is the least at risk. However, if you don’t embrace the change, you will get left behind. AI is here to stay, so it’s important we learn and adapt to it, while still keeping creative integrity at the forefront. You may have heard the words “AI is just a tool”. It’s a cliche phrase that many AI advocates use, but it rings even more true for creative jobs.
In my case, I’ve started using AI tools to turn my actors’ selfies into photorealistic characters on poster designs. I can now produce Broadway level photo quality for clients anywhere in the world, at a fraction of the price. And there's certainly nothing “soulless” about having the faces of your actors shining on your poster instead of some boring clipart from Google. Don’t get me wrong, I still have to put multiple hours into the design process, tweaking every little detail until it perfectly represents the show’s vision. That’s the most important part; the human touch. That’s the art.
So what now?
Art has been, and always will be a human to human form of expression. “Art”, as defined by Oxford dictionary, is “the expression or application of human creative skill and imagination.” Art, especially theater, is fueled by the stories of different cultures, lifestyles, and shared human experiences. Our society has thrived off of this idea of artistic expression since the Renaissance Age, and that certainly isn't going to change because of a couple advancements in technology.
There’s truly no reason to be "ashamed" of using AI tools during the creative process, as long as you’re still creating the most meaningful art possible. After all, it’s your creative vision, so if you find a tool that helps you capture that in a more effective way, who are we to tell you not to use it? The industry will catch up. The job market will catch up. But in the meantime; keep experimenting, keep creating, and keep telling your stories the way you want them to be told.
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