Hidden discreetly at the very conclusion of the end credits for Apple TV’s newest original series, *Pluribus*, lies an unconventional and thought-provoking disclaimer that immediately captures attention: “This show was made by humans.” This seemingly simple sentence, though brief, functions as a bold proclamation in an age when artificial intelligence increasingly permeates every corner of the entertainment landscape. It asserts the show’s origins in genuine human creativity and craftsmanship, positioning itself as a symbol of artistic authenticity in an industry rapidly exploring — and at times succumbing to — the influence of machine-generated content.

The show, a science fiction drama, marks the latest endeavor from acclaimed showrunner Vince Gilligan, the visionary mind behind the genre-defining masterpiece *Breaking Bad*. Continuing his longstanding collaboration with Emmy Award–winning actress Rhea Seehorn, Gilligan not only writes but also directs *Pluribus*, imbuing it with his characteristic storytelling precision and moral complexity. Yet, beyond the narrative itself, Gilligan’s creative stance on the role of artificial intelligence in filmmaking has sparked nearly as much conversation as the series. Through a succession of interviews, he has expressed his perspective with a blend of humor, conviction, and unmistakable defiance toward a technology he views with deep skepticism.

In a candid interview with *Polygon* conducted shortly before the show’s release, Gilligan summed up his position with characteristic wit: “I have not used ChatGPT, because, as of yet, no one has held a shotgun to my head and made me do it,” he quipped, emphasizing his intention never to rely on such tools. His remark, lightheartedly delivered, nonetheless carries a serious philosophical weight — a declaration of creative independence in an era when many writers and directors are experimenting with AI-assisted storytelling. “I will never use it,” he elaborated with respectful firmness, adding that his choice was not meant as an insult to those who do but rather as a personal commitment to maintaining a human-centered approach to art.

Later, speaking with *Variety*, Gilligan’s words grew even more forthright. “I hate AI,” he admitted without hesitation, describing the technology as “the world’s most expensive and energy-intensive plagiarism machine.” His critique reflects a broader ethical concern — the fear that AI, despite its utility, fundamentally depends on the uncredited reproduction of existing creative works. He went further, suggesting that the entire enterprise might amount to “a bunch of horseshit,” fueled by the ambitions of ultrarich entrepreneurs — “centibillionaires,” as he called them — whose ultimate goal is to become the planet’s first trillionaires. In his view, the promises of AI could be little more than “a bag of vapor,” an illusion sold by those seeking profit rather than progress. When asked to elaborate on AI-generated content, Gilligan employed a striking metaphor, comparing it to “a cow chewing its cud — an endlessly regurgitated loop of nonsense,” before delivering a biting, sarcastic thank-you to Silicon Valley’s innovators “for ruining the world.”

Meanwhile, major technology conglomerates and rapidly expanding AI startups — including industry giants such as OpenAI and Anthropic — are engaged in a global race to dominate the artificial intelligence frontier. They are investing staggering sums, collectively amounting to hundreds of billions of dollars, to construct massive data centers, secure advanced computing infrastructure, and recruit the brightest engineers, researchers, and creative professionals. This unprecedented competition has already begun reshaping the contours of society, most strikingly within entertainment, media production, and the artistic community at large.

Within Hollywood, the implications of AI’s emergence are profound and divisive. While prominent studios like Disney and NBCUniversal have gone so far as to file lawsuits against AI companies — claiming that their data scraping practices and computer-generated simulations unlawfully appropriate copyrighted characters and visual assets — other major players in the industry are exploring how these tools might streamline production, enhance visual effects, or reduce costs. Reports from *Business Insider* indicate that AI-driven startups and visual-effects firms are gaining traction by offering studios innovative methods to accelerate workflows, manage budgets, and market creative projects more efficiently.

Despite ongoing debates, the movement toward automation has continued even in the wake of fierce resistance. The 2023 actors’ and writers’ strike, which paralyzed Hollywood for months, was partly driven by widespread concern over the encroachment of AI into scriptwriting, performance replication, and contract conditions. Although the strike inflicted significant economic pain across the industry, its core message — the defense of human authorship and performance — has not halted experimentation. Production companies across the spectrum, both established and emerging, remain intrigued by the potential of AI-generated actors, dialogue, and full-length scripts.

Yet, despite all the enthusiasm projected by tech marketers, it may be some time before viewers encounter convincingly lifelike AI characters occupying real estate on their screens. Recent reporting by *Business Insider* suggests that even brands that once eagerly embraced virtual influencers and synthetic spokespersons are beginning to retreat. According to data from the marketing analytics firm Collabstr, the wave of corporate interest in “hiring” AI personalities has cooled abruptly. Kyle Dulay, Collabstr’s cofounder, attributed this decline partly to public backlash — a growing awareness of what critics derisively call “AI slop,” or low-quality, derivative digital content that fails to connect with audiences. Dulay also proposed a simpler explanation: no matter how advanced the algorithms become, AI-generated media lacks the subtlety, spontaneity, and emotional authenticity inherent in work created by real human beings. In essence, Gilligan’s disclaimer at the end of *Pluribus* articulates the same principle — that despite rapid technological change, genuine artistry still emerges most powerfully from the human mind and spirit.

Sourse: https://www.businessinsider.com/pluribus-disclaimer-apple-tv-made-by-humans-ai-vince-gilligan-2025-11