Since 2026, the film and television industry has been undergoing a significant transformation due to the rapid integration of AI technologies. This evolution is reshaping how content is created, with innovations like AI-generated scripts, automated video editing, and quickly produced micro dramas becoming commonplace. While these advancements have made “content creation for everyone” a trending topic, they have also sparked a conversation about the core value of content when technological barriers to creativity are lowered. The micro drama sector, in particular, is navigating a period of adjustment as it grapples with these changes.
Initially driven by fast-paced narratives, high emotional stakes, and marketing strategies focused on generating traffic, the industry is now shifting its focus. With viewers becoming weary of repetitive content, there is a new emphasis on retaining audiences by enhancing emotional value, ensuring strong character development, and improving production quality. This shift marks a transition from an era of rapid growth to one of more sophisticated competition.
Amidst these changes, a fresh wave of producers with diverse skills is emerging, gaining recognition for their ability to blend resource coordination with deeper audience insights and data-driven strategies. Liu Yixian exemplifies this trend. His role as a producer now extends beyond traditional boundaries to include narrative structuring, audience profiling, and industrialized workflow management. Liu’s approach signifies a departure from traffic-oriented storytelling towards what he terms “emotional operation,” integrating refined content management into the production process.
Liu’s recent works, such as “The Breakfast Beauty Wants a Divorce” and “The Puzzling Noble Groom,” reflect this evolving producer role. The former drama, which intertwines themes of marriage, female empowerment, and urban life, attracted over 260 million views, while the latter, known for its psychological tension and character development, garnered 68 million views. These successes highlight a growing audience preference for authentic narratives and genuine emotional connections over formulaic plots.
As AI continues to streamline basic production tasks, the industry faces a potential split. AI is poised to mass-produce standardized, cost-effective content, but works rich in emotional depth and cultural significance may become rarer. The debate has shifted from whether AI will replace human creators to what aspects of content creation remain uniquely human. Producers like Liu argue that lasting impact stems from a profound understanding of human emotions and societal nuances—qualities AI cannot replicate.