Curtain call for AI : Transforming theatre through technology

This study was reviewed and approved by Corvinus University of Budapest, Vice-Rector for Faculty and Research, Research Ethics Committee with the approval number: KRH/61/2025 dated 26.02.2025.

Abstract

The creative and cultural industries, including theatre, are significantly affected by the development of artificial intelligence (AI). In the theatre sector, there is a need for a deeper understanding of the impact of AI in this area, but the amount of research on this topic is extremely limited. The aim of this paper was to explore, within a complex framework, the applications of AI in the operational, support and artistic areas of theatre. The study also sought to understand the concerns of theatre practitioners regarding the application of AI and to formulate recommendations for its effective integration. To address the research questions, a series of 24 semi-structured interviews were conducted, employing grounded theory methodology with theatre practitioners who already actively utilising AI in their work were or exploring its potential impact. The findings of the study indicate that the adoption of AI-based solutions in operational and support areas is predominantly a bottom-up initiative, primarily in marketing, audience management and sales. In contrast, experimentation with AI is more prevalent in independent theatres and contemporary productions within the artistic domain. However, opinions on the utilisation of AI remain divided. The study emphasises the significance of human creativity and the necessity for a nuanced exploration of the role of AI in theatre. It advocates for transparency, collaboration, education, regulation and policy advocacy to ensure responsible AI integration.