Generative AI and the reconfiguration of creative labour: Insights from the film industry

Generative artificial intelligence (GenAI) is widely portrayed as a disruptive technology that threatens to replace human labour. In contrast, this article argues that GenAI rather leads to a sociotechnical reconfiguration of labour that unfolds within established inequalities and labour market hierarchies. Drawing on perspectives from the sociology of work, technology, and culture, GenAI is conceptualised as embedded in historically developed social relations and cultural imaginaries. Empirically, the analysis draws on a synthesis of existing studies and the author’s long-standing field expertise. The focus is on film and audiovisual production, where the use of AI brought conflicts to light at an early stage. The analysis shows that GenAI fundamentally changes the development, regulation, and dissemination of creative work. These findings highlight the importance of considering GenAI in technology assessment as part of a comprehensive transformation of work.