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Steven Spielberg Says AI Should Not Replace Human Creators At SXSW

by THEFUTURE.TEAM

March 16, 2026

Spielberg’s Stand At SXSW 2026

Filmmaker Steven Spielberg said he has not used artificial intelligence in his films during an appearance at the SXSW conference in Austin. He made the remarks while discussing the role of AI in filmmaking. Spielberg said he does not support the use of AI if it replaces human creators.

Balancing Technology With Creativity

Spielberg, whose name is synonymous with cinematic masterpieces such as Jaws, E.T., and Raiders of the Lost Ark, is no stranger to exploring the interplay between technology and storytelling. His filmography includes forward-thinking explorations in titles like Minority Report, Ready Player One, and A.I. Artificial Intelligence. Yet, he draws a clear line when it comes to substituting a creative mind with a machine.

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Defending The Role Of The Creative Individual

Speaking at the conference, Spielberg said AI could have applications in different industries. However, he said creative work should continue to rely on human authorship. “I am not for AI if it replaces a creative individual,” Spielberg said. He added that in traditional writers’ rooms and television production environments, creative decisions are made by people rather than automated systems.

Industry Trends And The Future Of AI In Film

Spielberg’s comments come as technology companies and startups expand AI tools for film production. Some companies are marketing AI systems that assist with scriptwriting, editing and visual effects. Major streaming companies are also exploring AI technologies. Amazon has experimented with AI tools in film and television production. Netflix also acquired a filmmaking technology company linked to Ben Affleck for about $600 million, according to industry reports.

The Ongoing Debate

Spielberg’s remarks reflect broader discussions within the film industry about the role of artificial intelligence in creative work. Filmmakers, studios and technology companies continue to debate how AI tools should be used in film production.

The Future Forbes Realty Global Properties

Greek Retail Powerhouse Expands Into Six Strategic International Markets

Greek retail titan Jumbo has announced an ambitious expansion strategy that positions the company to extend its international footprint beyond its established strongholds in Cyprus and Southeast Europe. In a strategic agreement with the Balfin Group, the retailer is set to penetrate six new markets, including Ukraine, Georgia, Armenia, Azerbaijan, Kazakhstan, and Uzbekistan.

Strategic Global Expansion

The agreement builds on the existing cooperation between Jumbo and Balfin Group, which previously supported the retailer’s expansion into markets including Albania, Kosovo, Bosnia and Herzegovina, Montenegro and Moldova. According to the company, the next phase of expansion will include a greater degree of local operational management across the new markets.

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Enhanced Logistics And Supply Chain Capabilities

To support the expanded international network, Balfin Group is also developing a new central logistics hub in China. The facility is expected to strengthen sourcing, warehousing, transportation and distribution operations across the Caucasus region, Central Asia and Ukraine. Previously, Jumbo relied primarily on logistics infrastructure based in Greece to support franchise operations across Southeast Europe.

Sustainable Growth And Robust Financial Foundation

Alongside its franchise expansion strategy, Jumbo continues focusing on organic growth across existing markets. The retailer currently operates 89 physical stores, including 53 in Greece, six in Cyprus, 10 in Bulgaria and 20 in Romania, in addition to its e-commerce operations. A new store in Baia Mare is expected to open by the end of October.

Jumbo also operates 46 franchise stores across seven countries, including Albania, Kosovo, Serbia, North Macedonia, Bosnia and Herzegovina, Montenegro and Israel. According to the company, its expansion strategy continues to be supported by strong liquidity levels and the absence of bank borrowing.