Machine Learning’s Impact on Creativity - An analysis on how Information Technology systems are shaping creativity in the video content production industry

Online content consumption is rapidly increasing among digital users, especially the one regarding videos. As result of this event, digital providers are producing more video contents based on Machine Learning generated insights. From these computational suggestions, video creatives shape ideas for future film and video contents. In this way, human and automatics insights are applied in the same creative process. Based on interviews with experts in the data research and film creation, the paper draws an overview of the supply chain of the video content production. Moreover, a focus on the consequent relationships between different stakeholders involved in the production will be provided. The aim of the research is to analyze the perception that video creators have about Information Technology systems applied to the creative process and its consequences on the consumers and on the content production itself.