Michael Mumbauer, California-based creative leader and CEO of Liithos, urges creators to shape AI as a tool for better stories-not a replacement for human voice.

LOS ANGELES, CA / ACCESS Newswire / February 11, 2026 / Michael Mumbauer, founder and CEO of Liithos and a veteran creative leader in games and film, is raising awareness around the responsible use of generative AI in storytelling and entertainment production. Drawing on more than 20 years of experience across Sony PlayStation, film production, and emerging technology, Mumbauer is advocating for a people-first approach that keeps creativity, intent, and human connection at the center of innovation.

"Technology has always changed how stories are made," Mumbauer said. "The question isn't whether AI will be part of the process. It's whether we use it thoughtfully, in service of better stories, or let it drive the process instead of supporting it."

The conversation comes at a critical moment for the entertainment industry. Global video game revenues are estimated to exceed $180 billion annually, and narrative-driven titles consistently rank among the most played and discussed experiences. At the same time, generative AI tools are rapidly entering creative workflows, from concept art to dialogue generation and production planning.

According to industry research, more than 70% of players say story and characters strongly influence whether they finish a game. Mumbauer believes this makes human authorship more important-not less.

"People don't remember tools," he said. "They remember characters. They remember moments. AI should help creators move faster and remove friction, but the emotional core still has to come from people."

Mumbauer's perspective is shaped by a career spent building systems where technology and storytelling intersect. He played key roles in franchises such as The Last of Us, Uncharted, and God of War, titles widely credited with raising the bar for cinematic storytelling in games. He also collaborated with Steven Spielberg and Robert Zemeckis on the first computer-generated performance capture feature films, helping pioneer techniques that later became standard in virtual production.

"At the time, performance capture felt risky," he said. "But we were clear about the goal. Use technology to protect the performance, not flatten it."

Today, at Liithos, Mumbauer actively integrates generative AI into production pipelines while setting clear creative boundaries. AI is used to speed iteration, test ideas, and reduce repetitive work-not to replace writers, designers, or directors.

"If AI can give a team back time, that's a win," he said. "That time should go toward thinking deeper about story and player experience."

Mumbauer is encouraging creators, studios, and independent developers alike to take personal responsibility for how they adopt new tools. Rather than waiting for regulation or industry mandates, he believes change starts at the individual level.

"You don't need permission to be intentional," he said. "Ask what problem the tool is solving. Ask what it might cost creatively. Those questions matter."

He also urges audiences to be more conscious consumers of entertainment. Supporting projects that value craft, originality, and long-term storytelling helps shape what the industry prioritizes.

"What people choose to spend time with sends a signal," Mumbauer said. "Attention is a form of leadership."

What Individuals Can Do

• Learn how AI tools work before using them.

• Use AI to assist, not replace, creative thinking.

• Support creators and studios that prioritize story and craft.

• Ask better questions about how technology shapes the media you consume.

"Progress doesn't mean faster at all costs," Mumbauer said. "It means moving forward without losing what makes stories matter in the first place."

Human-centered AI in storytelling focuses on using artificial intelligence to support creative work while preserving human authorship, emotional depth, and ethical responsibility. The approach emphasizes AI as a tool for efficiency and exploration, not a substitute for human imagination or lived experience.

Contact: michaelmumbauer@emaildn.com

SOURCE: Michael Mumbauer