AI would not have invented Squid Game. AI can predict what might be popular, but it can’t predict a cultural phenomenon. Why?
Because true creative breakthroughs aren’t found in data—they come from human instinct, and the willingness to breaking patterns instead of following them. Humans are odd and we do odd things – AI probably doesn’t.
No algorithm would have greenlit Squid Game. It didn’t fit the formula. The Blair Witch Project? Too raw. The Office (US)? Initially a flop by AI standards. And yet, they all became cult.
AI is powerful. It refines, automates, and optimizes. But it doesn’t dream, take risks, or defy expectations the way human creativity does. Yes, AI hallucinates but that is more of a cover up for its insecurity – it is not creativity in a human sense. The next great show won’t come from predictive models—it will come from someone ignoring them.
This is exactly what I work on with my clients: helping leaders in TV and media navigate AI without losing sight of what truly makes content compelling—human creativity. My team and I run workshops to help media professionals understand why soft skills like creativity, intuition, and storytelling are more critical than ever. My workbook on AI in TV even includes hands-on exercises to reinforce this.
I keep on encouraging everyone to blend AI-driven efficiency with the irreplaceable power of human ingenuity. AI should be a tool, not an oracle.
Artificial Intelligence