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Creators: AI Is the Future. We Need to Be Transparent About Using It

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Artificial intelligence is here and can’t be ignored, which one creator summed up neatly with a matter-of-fact comment.

“I do voice acting as well, and so I’m already preparing for my job to not exist,” said Vincent Marcus, a creator and comedian who does impersonations, about why he’s gone all-in on AI.

Marcus was speaking on Tuesday at TheWrap’s inaugural AI Creator Day, a part of our annual Grill business conference. The subject of the panel was about voicing AI-generated bot characters for AI social platform Cantina, which offers the potential for him to monetize his creativity.

Being able to better monetize creator ideas and imagination was a key theme to the all-day conference. But an undercurrent was the inevitability of AI, and the perils of ignoring the technology that’s disrupting every industry. For creators, it’s a fine line to walk, with even the hint of using AI eliciting fan backlash.

But for those at the panel, the upside of AI is too attractive to ignore.

“This is where the future is heading,” said Rebecca Zamolo, a YouTube and founder of MOLO Fertility. “I think it’s important that we acknowledge that. I think it’s about being transparent with your audience.”

Moderator Chris Detert with Rebecca Zamolo and Matt Slays, a husband-and-wife creator team. (Credit: Photo by Randy Shropshire for TheWrap)

As AI has become more prevalent, more creators have been using the technology in their workflows. Some creators use this tech through third-party companies like Cantina; some use popular AI platforms like ChatGPT and Claude directly, and some use AI tools that have been directly added to the biggest social media platforms.

For example, YouTube’s AI tools let creators A/B test headlines and thumbnails, and Ask Studio — the platform’s AI-powered Q&A offering — acts as a specialized AI agent that’s fluent in a creator’s channel, a feature that’s helpful for data analytics. TikTok has its Symphony Creative Studio, a generative suite that lets creators use AI to create text-to-video, image-to-animation and digital avatars. As for Instagram, the Meta-owned platform has Muse, a personal AI agent designed to help Instagram creators manage workflows, analyze account activity and plan content

Zamolo and husband Matt Slays talked about how AI dubbing of its content has extended the reach of their YouTube channel. Slays noted that its channel went from having 65% of its audience being in the U.S. to 35% in short time (he didn’t specify), noting the wider international audience it now gets

“We were able to exponentially grow our markets without doing as much,” Slays said.

Don’t hate the game

Shira Lazar acknowledged the stigma of the “AI creator” and polled several participants about what they should do it about it.

“We don’t get to decide,” said Destorm Power, an entrepreneur and creator.  “If they want to call me an AI creator, that’s fine.”  

“The game is changing, we’re just in the game,” said Bernie Su, head of creative for Pickford and an Emmy-winning web series creator. “We’ll do our thing. Audiences will react to us, and we’ll see what happens.”

Zamolo acknowledged that they’re still testing the boundaries with what is and isn’t okay with AI.

“If it gets crazy, they usually will call us out in the comments,” she said. “But I think that’s just part of learning how to use it correctly anyway.”

But one of the key ideas several participants stressed was dispelling the notion that AI was killing creativity. Instead, that’s something that’s in greater need as the technology allows people to bring to life their wildest ideas.

“Everyone’s creative. Get those ideas out there. Write them down,” said Katherine Rundell, senior director of partnerships at Cantina. “Keep those ideas flowing. Creativity is more important than ever in the age of AI. Lean into that.”

Q: I guess do you get any pushback from my past provision from other creators? You know, even being here, I think that you saw some creators that are like instead coming here to talk about this, and others that are scared because they get a lot of pushback from the audience. Are you ever worried about it, guys.

A (Rebecca Zomolo speaking):

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‘Final Payment’, ‘Congo Boy’ Win Top Awards At Pingyao Film Festival

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Chinese director Niu Niu’s Final Payment scooped the Best Film Award in the Fei Mu Awards of this year’s Pingyao International Film Festival (PYIFF), while Rafiki Fariala’s Congo Boy won Best Film in the festival’s Roberto Rossellini Awards.

Final Payment, which also won Best Actor for Niu Jianrong’s performance, revolves around a homeowner clashing with a contractor over the final payment following a set of renovations on his home. PYIFF’s competition jury stated: “Tearing through a very small rip, the film leads us into a reality and emotional landscape so expansive, where we sigh, lament, and reflect. The director’s approach is concise, unpretentious, and masterful, earning the wholehearted recognition of the entire jury.”

The Best Film award came with a cash prize of $150,000 (RMB1m) with half given to the director for the development of their next film, and half given to the distributor in China. Niu Niu previously directed Mr Junjun, which was awarded with the Jury Award and Youth Jury Award at PYIFF in 2023.

Also in the Fei Mu Awards, Xu Zao won Best Director for Light Pillar, while Best Actress went to Sun Yi for Wang Xiaozhen’s A Joke. The Jury Award was presented to Dong Jie’s Zoom In, Zoom Out, which had its world premiere in Venice Critics Week, while a special mention went to Cai Chengjie’s Suzhou Quartet.

The Fei Mu awards are focused on the festival’s Hidden Dragons section, which selects first, second and third films from emerging directors making Chinese-language films, while the Roberto Rossellini Awards focus on the Crouching Tigers section for emerging international directors.

Congo Boy, which took Best Film in the Roberto Rossellini Awards, also won Best Actor when it premiered in Un Certain Regard at this year’s Cannes film festival. The PYIFF award came with a cash prize of $20,000, with half given to the director for the development of their next film, and half given to the distributor in China.

The PYIFF jury stated: “The Jury unanimously has been moved by this autobiographical story, told in a simple style that echoes the great tradition of neorealism. For a film focusing on a character that confronts his world with optimism despite dark times and takes on his shoulders the destiny of his entire family.”

Also in this section, the Philippines’ Rafael Manuel won Best Director for Filipiñana, while the Jury Award went to Ben’imana, directed by Marie-Clémentine Dusabejambo, which won the Camera d’Or at this year’s Cannes. The jury also awarded Rakan Mayasi’s Yesterday The Eye Didn’t Sleep a Special Mention.

Hong Kong filmmaker Ann Hui received the Crouching Tiger Hidden Dragon East-West Award, shortly before she receives the Camellia Award at Busan International Film Festival next week.

Pingyao’s International Contribution To Chinese Cinema Award went to Marco Müller, who founded the festival with Chinese auteur Jia Zhangke and currently serves as Artistic Director of the Film Art Research Centre at Shanghai University, and veteran producer, director and former chairman of China Film Group Han Sanping. Hello Group chairman Tang Yan was presented with a 10th Anniversary Award.

This year’s PYIFF opened on September 24 with a screening of the 4K restoration of Fei Mu’s Spring In A Small Town; closed with Good Trip, co-directed by Hong Kong filmmakers Norris Wong and Hoi Wong, and also screened Jia’s short film Torino Shadow, which premiered at this year’s Cannes.

PINGYAO INTERNATIONAL FILM FESTIVAL 2026 AWARDS:

FEI MU AWARDS:

Best Film: Final Payment, dir: Niu Niu

Best Director: Xu Zao, Light Pillar

Best Actress: Sun Yi, A Joke, dir: Wang Xiaozhen

Best Actor: Niu Jianrong, Final Payment, dir: Niu Niu

Jury Award: Zoom In, Zoom Out, dir: Dong Jie

Special Mention: Suzhou Quartet, dir: Cai Chengjie

ROBERTO ROSSELLINI AWARDS:

Best Film: Congo Boy, dir: Rafiki Fariala

Best Director: Filipiñana, dir: Rafael Manuel

Jury Award: Ben’imana, dir: Marie-Clémentine Dusabejambo

Special Mention: Yesterday The Eye Didn’t Sleep, dir: Rakan Mayasi

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Chad Lowe and Kim Painter’s Daughter Fiona Dies at 13

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Actor Chad Lowe and producer Kim Painter’s 13-year-old daughter, Fiona, has died, according to a statement from the teen’s family.

“We are deeply heartbroken by the loss of our beloved Fiona,” the Lowe family said in a statement to media Tuesday evening. As the family went on, they remembered Fiona as “a loving young girl who was smart, creative, and loved to dance.”

“She was adored by her sisters and she was deeply loved by her parents,” the family’s statement added. “In fact, she was the light of our lives.”

While a cause of death was not immediately shared, the Lowes alluded to Fiona’s mental health struggles, writing, “Her passing is devastating for our entire family and we ask for prayers and privacy at this time. If you or someone you know is struggling with mental health, please reach out to the 988 Suicide & Crisis Lifeline by calling or texting 988.”

More to come…

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Tom Cruise Dusts Off Risky Business Moves for Jennifer Hudson Show Spirit Tunnel

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Tom Cruise Dusts Off Risky Business Moves for Jennifer Hudson Show Spirit Tunnel







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