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Steven Spielberg Says AI Should Not Replace Human Creators At SXSW

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.

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.

Amazon Deepens Prime Video Shopping With New X-Ray And Lens Features

Amazon is adding new shopping features to Prime Video, allowing viewers to discover products connected to thousands of titles through its existing X-Ray experience.

The company is also introducing “Shop the Scene,” powered by its Lens visual search technology, alongside updates designed to connect video content more directly with shopping.

From Viewing To Shopping

The new tools build on Shop the Show, launched last year through Amazon’s mobile shopping app. Previously, viewers had to search for “shop the show” to find products related to a program.

Now, X-Ray users can open a Shop tab directly from Fire TV to see products associated with the title. Purchases are completed through the Amazon Shopping app, which can recognize the content being watched and open a synchronized product feed.

The app can also identify what is playing and take viewers directly to a storefront, removing the need for a separate search.

Amazon Targets Shoppable Streaming

Amazon is joining a broader push to combine entertainment and commerce. YouTube offers creator merchandise and shoppable connected-TV ads, while Peacock has tested shoppable programming through Must ShopTV.

Roku has enabled shopping through its remote, while Disney has experimented with shoppable television across Disney+, Hulu and ESPN.

Shop The Scene Uses Visual Search

“Shop the Scene” uses Amazon Lens to identify products or similar items based on what appears on screen, including clothing and home decor.

Exact matches will not always be available because some costumes and other items are custom-made, high-end or unavailable through Amazon sellers. The feature can instead help viewers find similar products or recreate a particular style.

Shop the Scene is available on iOS and Android in the U.S. across more than 600 titles. Meanwhile, Shop the Show is expanding from 1,300 titles to more than 8,000, including Prime Originals, selected licensed content and live sports.

For Amazon, the changes bring shopping closer to the viewing experience, potentially creating another way to generate commerce from Prime Video’s audience.

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