The entertainment world is changing faster than ever. From jaw-dropping CGI to lifelike motion capture, filmmakers have always pushed the limits of imagination. But now, artificial intelligence is stirring up a whole new conversation. Questions about creativity, fairness, and originality are sparking debates, even as the technology promises new possibilities. In the midst of all this, the Squid Game creator is making waves.

The move, bold as it is, appears more audacious when the ongoing AI actor controversy that stands to redefine showbiz is factored in.

Squid Game creator Hwang Dong-hyuk, via his First Man Studios, has invested $3 million in AI tech company TwelveLabs, according to Variety. The Squid Game creative, in a statement per the outlet, stressed that storytellers who adapt to new technology will shape the future of entertainment. For him, AI tools appear not to be about replacing creativity, but rather enhancing it, allowing filmmakers to focus on emotion, framing, and other significant storytelling elements that only humans can bring. His move, notably, comes amidst the AI actress Tilly Norwood controversy, who has prompted backlash from real Hollywood stars.

TwelveLabs, a San Francisco-based AI company, per Variety, specializes in indexing and enriching existing video content for studios, streamers, and creators. Its system reportedly searches hours of footage using visual, audio, and contextual cues, helping locate specific scenes, verify rights, and prepare files faster. Unlike generative AI that produces entirely new content, TwelveLabs focuses on enhancing what already exists, reducing technical friction while preserving human creative control. First Man Studios and TwelveLabs' collaboration aside, though, many Tinseltown talents are against the aforementioned AI star.

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Tilly Norwood apparently has offers to be represented by multiple Hollywood agencies, but not everyone is happy about her arrival.

Tilly Norwood, an AI-generated actress created by Dutch producer Eline Van der Velden through her studio Xicoia, debuted at the Zurich Film Festival 2025, sparking Hollywood uproar. Marketed as a potential star like Scarlett Johansson, she has since faced backlash from SAG-AFTRA and actors, including Emily Blunt and Whoopi Goldberg, who warn that she threatens real performers.

Ultimately, as the debate around AI in entertainment heats up, Hwang Dong-hyuk’s $3 million move signals that the industry is at a crossroads. While Tilly Norwood highlights the risks AI poses to human performers, innovators like Dong-hyuk see opportunity, tools that can amplify creativity without replacing it. The clash of excitement and apprehension underscores a pivotal moment for Hollywood: balancing technology’s promise with the irreplaceable human touch that makes storytelling resonate. The next chapter of entertainment may well hinge on how wisely that line is drawn.

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