What is “AI theatre”

A simple explanation of AI theatre and why it shows up

AI theatre describes the gap between how AI is presented and what it’s actually doing. The focus is on the performance around the technology, rather than the reality underneath it.

For example, a company might showcase an AI-powered feature that looks highly advanced, but in practice relies heavily on human input or only works in tightly controlled scenarios. The underlying system may still be useful, but the way it’s presented creates a different impression.

Part of the challenge is that AI isn’t always easy to explain, and there’s pressure to make it feel impressive or transformative. That can lead to carefully staged demonstrations or claims that stretch beyond what the system can consistently deliver.

So the question becomes: how do we separate what AI can actually do from how it’s being presented?