Creative for all

Beyond productivity tools, AI is also making waves among content creators. Zhang Guodong, 28, is the CTO of ELSER, an AI-generated content (AIGC) company founded in 2024 that specializes in short-form anime dramas.

"We use AI to support people's pursuit of beauty," Zhang said, describing his team's guiding philosophy.

ELSER aims to make high-quality animation creation accessible to both amateurs and professionals. "Great ideas deserve to shine, no matter your technical background," he added.

Zhang has noticed a growing number of everyday creators embracing AI tools, which he believes are helping to "level the creative playing field".

"We want everyone to have the chance to express themselves and appreciate beauty. Our hope is that the stories of ordinary people can reach a wide audience," Zhang said.

In addition to providing animation creation tools, ELSER has built a community that currently mainly features the team's original works — now sold in over 10 countries worldwide.

As AI tools become more widely adopted, issues around copyright are starting to emerge. "AI models are trained on massive datasets, which may unintentionally include works created by others," said Wu Jiexi, CEO of FilmAction, a company founded in 2023 that enables users to make their own films with AI.

To address these concerns, Wu's team has put in place risk control and content review systems to ensure that all AI-generated material meets ethical and legal standards.

"I'm optimistic," Wu said. "As AI continues to evolve, I believe policymakers and experts will develop clearer and more effective regulations to guide its ethical use."

She also pointed out that film festivals are now introducing dedicated AIGC categories, giving this new form of creative work broader recognition.