AI in Theater: Boosting Capacity, Keeping It Human
By Leandro A. Zaneti
Artificial Intelligence & Theater Organizations: A Strategic Imperative
Bertolt Brecht once said, “Art is not a mirror held up to reality, but a hammer with which to shape it.” In today’s rapidly digitizing world, the theater industry faces a new reality shaped by the relentless advancement of artificial intelligence (AI). Whether we like it or not, AI is here, and it’s transforming every sector it touches. This begs the question: how should theater organizations respond to this wave of technological change?
Regardless of how theater makers feel about AI’s role in the artistic process, it’s clear that when it comes to administration, we should be running toward AI, not away from it. Embracing AI administratively is not a betrayal of the art form; rather, it is a strategic decision that can enhance how we manage and support our institutions. By integrating AI into our organizational frameworks, we can address long-standing challenges and improve efficiency without compromising the artistic integrity of our work. We must view AI as a valuable ally in the administrative realm, one that can help us uphold and strengthen the core values of theater while navigating the complexities of modern management.
The Challenge and Opportunity of AI
Theater has always been a space where tradition and innovation meet, often uneasily. At each technological juncture—whether with film, television, or the internet—the industry first responded with skepticism, then gradually adapted. Now, as we find ourselves at another such crossroads, with AI we cannot afford to wait. Yet, once again, I see a tendency to view this new technology as a threat—something that might strip away the human artistry at the core of our work. Just as with previous innovations, AI presents both a challenge and an opportunity. The question isn’t whether AI will change the landscape of theater; it’s how quickly and effectively we will choose to engage with that change.
AI offers powerful tools that can enhance organizational effectiveness. For instance, one of the most common challenges I hear from clients is around communication and transparency among board and staff. Implementing AI-driven communication within these organization can break down silos between departments. An AI system could automatically compile and share key data and updates across departments, ensuring that everyone has access to the same information and reducing the miscommunications that often lead to inefficiencies. This kind of transparency and open communication not only strengthens the internal culture of an organization but also empowers all team members to contribute more effectively to the organization’s mission.
In an industry where collaboration is essential and yet often complicated by bureaucratic barriers, these improvements are not just beneficial—they are transformative. By enhancing how we communicate and collaborate internally, AI allows us to focus more on our creative work and less on navigating the operational hurdles that can so easily drain our resources and energy.
Harnessing AI in Theater: Enhancing Engagement
Theater practitioners have long been wary of technologies that seem to threaten the essence of live performance. The immediacy and intimacy of shared space—actors and audiences breathing the same air, experiencing the same moments in real-time—define the theatrical experience. With AI entering the scene, there’s concern that its ability to simulate creativity might erode the authenticity central to theater. However, rather than viewing AI purely as an artistic threat, we should consider how it might enhance an organization's ability to identify and connect with audiences.
In my strategic planning work, clients have a renewed focus on increasing brand awareness and cultivating new audiences. In a world with increasing demand for individualized marketing AI can be a collaborator. With AI, theaters can analyze audience data to understand individual preferences and behaviors, allowing them to craft personalized marketing campaigns that resonate on a deeper level. Instead of broad, generic messages, theaters can deliver tailored content that speaks directly to an individual’s tastes—whether it’s recommending a show similar to one they’ve enjoyed before or offering special promotions based on their past attendance.
Another idea: AI can assist in identifying potential new audiences for specific productions. AI can take on the time-consuming tasks of data collection and analysis — areas often sidelined because administrators simply don’t have the time to address them thoroughly. By analyzing vast amounts of data—such as social media trends, online behaviors, and demographic information—AI can pinpoint communities or groups that are likely to be interested in a particular production but might not yet be engaged with the theater. This capability enables theaters to expand their reach and connect with audiences who might have been overlooked by traditional marketing methods. Far from being a threat, AI enhances the administrative function by handling crucial yet often neglected tasks, allowing staff to focus on more strategic and creative endeavors. For example, if a theater is producing a play that resonates with environmental themes, AI can identify and target environmental advocacy groups or individuals interested in sustainability. By ensuring that outreach efforts are tailored and data-driven, AI helps ensure that productions reach those most likely to connect with their message, ultimately enriching the theater’s connection with its audience.
This kind of targeted engagement can help theaters build stronger relationships with their audiences, making each patron feel seen and valued. By using AI to enhance how we connect with our audiences, we can not only increase attendance and loyalty but also preserve the communal spirit of theater in a way that feels personal and relevant to each individual.
Theater leaders and administrators must be clear that A.I. integration is not an all-or-nothing proposition. Organizations must be aligned and specific on where AI will be introduced and where it will not. AI can be a powerful tool for improving operations, audience engagement, and marketing, but it doesn’t need to—and shouldn’t—replace the essence of theater—that is uniquely and exclusively human-made. The creation of live theater—the crafting of performances, the development of artistic concepts, the storytelling in marketing, and the fostering of human connection on stage—must remain distinctly human. By thoughtfully deciding where AI can add value and where it must be kept at bay, we can ensure that AI serves the institution without compromising the human touch that defines our art.
Embracing the Future, Safeguarding Our Mission
Theater has always been a realm where tradition and innovation meet, often in dynamic tension. From its ancient origins rooted in communal rituals and storytelling to its continual evolution through new artistic forms and technologies, theater thrives on this duality. Still, the essence of theater lies in its human touch—the live, shared experience that connects performers and audiences in profound ways. This humanness is what gives theater its unique value and impact.
As we confront the rise of AI, we must recognize that this spirit of combining tradition with innovation must extend beyond the stage and into the very structure of our organizations. It’s not just about adopting new tools; it’s about rethinking how we operate at a fundamental level. Embracing AI means welcoming it as a new collaborator in the administration of our theaters and the pursuit of our missions.. By envisioning AI as an integral part of our team, we open up new avenues for innovation and effectiveness, transforming how we fulfill our organizational goals. We must lead this transformation with intention, shaping how AI contributes to our mission rather than simply responding to its influence.
Ultimately, the question is not whether AI will change theater—it already is. The real question is how we will harness this change to support our organizations, enhance our art, and strengthen our community connections. The future of theater depends on our ability to leverage AI in ways that amplify the very essence of our tradition - its humanity. It’s a challenge we must embrace with foresight and determination, ensuring that as we innovate, we remain anchored in the values that make theater invaluable.
