The film and television industry is undergoing a significant transformation as artificial intelligence takes on roles such as scriptwriting, video editing, and micro drama production, all within a matter of minutes. Since 2026, the adoption of AI-driven micro dramas, virtual production, and smart storyboarding has gained momentum, sparking discussions around “content creation for everyone.” While these advancements boost efficiency, they also raise concerns about what truly defines the value of content when creative barriers are minimized. This question has become central as the micro drama sector navigates a phase of adjustment.
Initially, the industry thrived on rapid plot twists, emotional highs, and marketing driven by traffic. However, with audiences becoming weary and content becoming homogeneous, platforms are shifting their focus. Now, they prioritize viewer retention, emotional depth, character engagement, and production quality over mere view counts. The industry is evolving from rapid growth to a more refined competitive landscape.
In this evolving environment, a new wave of producers with multidisciplinary expertise is gaining prominence. These producers are not only responsible for resource coordination and production management but are also delving into audience insights, narrative structuring, data analysis, and streamlined workflow management. Liu Yixian stands out as a prime example of this shift in the micro drama sector.
Liu’s recent projects illustrate the changing role of producers in this field. Moving away from traffic-driven storytelling, he focuses on “emotional operation” and meticulous content management, integrating audience profiling, process control, and data evaluation into the production workflow. His drama, “The Breakfast Beauty Wants a Divorce,” which intertwines themes of marriage, female growth, and urban emotions, garnered over 260 million views. Similarly, “The Puzzling Noble Groom,” which highlights psychological tension and character development, achieved 68 million views. Audiences are increasingly favoring authentic characters and genuine emotional narratives over formulaic plots.
While AI has standardized basic production processes and reduced costs, true industrialization now demands a systematic approach to content management. Liu suggests that the industry might bifurcate: AI will produce mass, low-cost, standardized content, while works rich in emotional and cultural value will become rarer. The debate has shifted from whether AI can replace creators to identifying the irreplaceable aspects of content. Producers like Liu assert that enduring resonance stems from a deep understanding of real human emotions and societal observations—qualities that technology cannot replicate.