Authorship and creativity in the era of AI. Towards a transformation of contemporary media narratives

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Szilvia Ruszev
University College London
https://orcid.org/0000-0003-4494-740X
Temenuga Trifonova
University College London
https://orcid.org/0000-0002-8452-0374
Frederic Guerrero-Solé
Universitat Pompeu Fabra
https://orcid.org/0000-0001-8145-8707

As generative artificial intelligence becomes embedded across creative industries, it is reshaping production processes, authorship and aesthetic conventions, particularly within audiovisual media and gaming. This special issue of Hipertext.net examines the implications of these transformations from theoretical, empirical and ethical perspectives. The contributions explore how AI tools influence narrative agency, creative labour, and the cultural infrastructures of storytelling.
Serna-Bernal and Rubio-Tamayo (2025) analyse how AI redefines 2D design workflows and decision-making, while Letonsaari, Tri-Dung and Tri-Cuong (2025) reassess authorship and user participation in digital storytelling through a post-structuralist lens. Kumar-Putta (2025) addresses the emergence of the “Synthetic Actor”, arguing that AI converts performance into data, raising questions about consent, ownership and labour rights. Valverde-Valencia (2025) proposes a relational model for human–AI creativity, moving beyond interaction towards interdependence. Araneda-Acuña (2025) applies Vygotskian psychology to AI collaboration, seeking to preserve human agency within creative processes.
Ferreira (2025) demonstrates how generative AI both reproduces and reveals cultural bias in game narratives, whereas López-Delacruz (2025) contends that AI currently replicates rather than innovates cinematic storytelling. Fernández-Rafael, Cuenca-Amigo and Mujika-Alberdi (2025) show that affective AI’s impact on engagement is limited and context-dependent. Finally, Martínez-López and Salvadó-Romero (2025) identify emerging AI-driven aesthetics addressing posthumanism and ecological themes.
Together, these studies suggest a paradigm shift from singular authorship to distributed co-creation. Creativity becomes a negotiated process within probabilistic systems, requiring ethical oversight and critical reflection to counter bias, fragmentation and the commodification of human expression.

Keywords
Creativity, Video games, Authoriship, Distributed co-creation, Audiovisual media, Audiovisual storytelling, Generative AI, Artificial intelligence

Article Details

How to Cite
Ruszev, Szilvia et al. “Authorship and creativity in the era of AI. Towards a transformation of contemporary media narratives”. Hipertext.net, 2025, no. 31, pp. 1-10, doi:10.31009/hipertext.net.2025.i31.02.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

(c) Szilvia Ruszev, Temenuga Trifonova, Frederic Guerrero-Solé, 2025


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Author Biographies

Szilvia Ruszev, University College London

Szilvia Ruszev is a film editor, media artist, and practice-based researcher working across various media. Her transdisciplinary research, situated in the fields of cinema and media studies and new materialism, focuses on the entanglement of networked technologies, capitalism, and the representation of social categories such as race, class, and gender. She is Lecturer in Fictional Film at the Department of Communication, Culture and Media at University College London.

Temenuga Trifonova, University College London

Temenuga Trifonova is Professor of Film Studies at University College London and co-Director of ARIEL, the UCL Centre for Creative Practice Research. She is the author of Precarity in Western European Cinema (2025), The Figure of the Migrant in Contemporary European Cinema (2020), Warped Minds: Cinema and Psychopathology (2014) and The Image in French Philosophy (2007), and editor/contributor of Screening the Art World (2021), Contemporary Visual Culture and the Sublime (2017) and European Film Theory (2008). Her articles have appeared in Journal of Class and Culture, Cinema: Journal of Philosophy and the Moving Image, Cinema & Cie, SubStance, Space and Culture, Studies in European Cinema, Film and Philosophy etc. Trifonova has held visiting research fellowships at the University of Graz, EURAC Research - Bolzano, the Institute for Advanced Studies at Cergy Paris Université, Le Studium Centre for Advanced Studies in France, and Waseda Institute for Advanced Studies in Tokyo.

Frederic Guerrero-Solé, Universitat Pompeu Fabra

Frederic Guerrero-Solé is a Full Professor of Theories of Communication at the Department of Communication in the University Pompeu Fabra. He also serves as director of the +RAIN Film Festival. His research focuses on the realms of media effects, digital media, and generative artificial intelligence. His contributions have been published in numerous scholarly journals, specifically addressing the intricate interplay between social media and political communication. Currently, Frederic Guerrero-Solé is  exploring the profound impact of Generative Artificial Intelligence (GenAI) on the intricate processes of media message creation and reception. Through his work, he aims to shed light on the evolving landscape of media dynamics in the digital age.

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