XR technology is changing how we create and consume content. From films to video games and fully immersive experiences, XR supported by AI is changing how artists create new worlds and how users experience them. This panel will examine the intersection of XR and AI and the tech and techniques used by artists, game designers and filmmakers to provide unique AR, VR and MR experiences. From immersive storytelling to personalized content, we’ll explore the intrinsic role of AI in the evolution of immersive technologies and probe the unique considerations for adopting AI and XR in production.