Artificial intelligence can churn out scripts, generate music, and even create entire films in minutes. But does that mean human creatives are on the way out? Not according to billionaire investor Mark Cuban.

Cuban, known for his bold takes on business and technology, recently addressed AI's role in entertainment on the "Your Mom's House" podcast. 

"AI can propose a million things in a second, but then somebody’s got to go through and decide what they’re going to put their money into,” he said. His take? AI is just a tool, not the mastermind behind Hollywood's next big hit.

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The AI Takeover Fear Is Real

Not everyone shares Cuban's confidence. The 2023 Hollywood writers' and actors' strikes were fueled by fears that AI could replace screenwriters and performers altogether. 

Over 11,000 writers, represented by the Writers Guild of America, walked off the job to demand stronger protections against AI-generated scripts. SAG-AFTRA joined the fight, pushing for safeguards as AI technology advanced at a breakneck pace.

The fear isn't unfounded. A study by the Brookings Institution found that AI is already disrupting industries that rely on dynamic information processing, including creative fields like writing and software development. 

According to the Financial Times, AI-driven content creation tools have already replaced some entry-level creative roles.

Hollywood has seen attempts to use technology to predict blockbusters before—usually with mixed results. Studios have long relied on data analytics to determine which scripts and actors will generate the biggest returns. 

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But Cuban isn't convinced AI will crack the code. “I’ve seen companies that use analytics to determine what a studio or label should release, fail time after time,” he said. “That’s the same as using AI to replace everyone. It may be a novelty. But it won’t work.”

This isn't the first time a new technology has threatened to upend the entertainment world. In the early 2000s, digital music-sharing platforms like Napster disrupted the music industry, sending record labels into a panic. 

But rather than kill the industry, it paved the way for streaming services like Spotify SPOT, which now dominate the market.

The invention of photography in the 19th century sparked fears that traditional painting would become obsolete. Instead, artists adapted, leading to new movements like Impressionism and modern art.

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Cuban believes the same evolution will happen with AI. “It's part of the natural progression from drawing to CGI and now text to video, with new tools coming to take it even further." Cuban isn't against AI—far from it. 

He sees it as a way for top creatives to refine their work and make their process more efficient. “Veteran creatives who are able to harness the power of AI to improve their own output will continue to see major dividends,” he said. 

AI, he argues, will help top-tier talent become even better by accelerating storyboarding, testing, and production.

Still, Cuban is clear: AI lacks the gut instinct that makes creative work resonate with audiences. "There is a reason why some people have hit after hit… They have a feel for what the audience wants at that point in time," he said.

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