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Can a company accused of harming creativity, make a creative culture of its own? OpenAI’s recent moves to hire its first global creative chief and its announcement of the creation of a feature film show that the firm doesn’t just want to co-exist with the creative community, it wants to be an active member of it.

Its film ‘Critterz’, the brainchild of a creative specialist at OpenAI, aims to launch at the Cannes film festival next year. The rapid timeline, launching a film in 9 months, instead of the traditional 3 years, highlights the production potential of the technology. However, between its AI provenance and its timeline to market, can it be given a fair chance? Or will it, and other creative endeavours from AI organizations, be seen as second class creativity masking a greater threat?

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