Last night, I attended the TXMPA Roadshow hosted by the Dallas Producers Association and Camp Lucky, where industry professionals gathered to discuss the future of film incentives in Texas, with a spotlight on Senate Bill 22. Filed by Houston Republican Sen. Joan Huffman, SB22 proposes a transformative step for our state’s moving image industry: directing the comptroller to deposit $500 million every two years into a new Texas Moving Image Industry Incentive Fund until 2035. This is the largest investment Texas lawmakers have ever considered for media production since the film incentive grant began in 2007. If passed, this bill could catapult Texas into a premier hub for film and media, creating countless jobs and opportunities for our talented creatives.

The energy in the room was electric—freelancers, producers, and Dallas Producers Association board members buzzed with excitement about what this could mean for Texas. More productions mean more jobs, steady income, and a chance for our skilled professionals, who’ve honed their craft for years, to thrive locally. In an industry where consistent gigs are scarce and competition is fierce, SB22 could be a game-changer, bringing economic stability and growth to communities across the state.

Yet, amid the optimism, a question lingered: what about AI? The rapid rise of artificial intelligence in media production sparked uncertainty. Could AI disrupt the industry by slashing budgets below the thresholds needed to qualify for these incentives? Could it replace the human touch that defines our work? During the networking session, I surveyed freelancers and DPA board members to understand their perspectives on AI’s role and how we can communicate the irreplaceable value of human creativity to clients and audiences.

The consensus was clear: authenticity matters. Audiences crave the human touch—stories, performances, and visuals infused with genuine emotion and intention. Actors and voice actors, for instance, bring scripts to life with vocal inflections, cadence, and emotional depth that AI-generated content struggles to replicate. While AI can streamline workflows, it’s not a cost-cutting shortcut. Prompting and correcting AI outputs still demand significant billable hours from skilled professionals. Human creativity remains the heart of storytelling, and that’s a value we must champion.

However, SB22 isn’t without gaps. The bill doesn’t fully address how commercial productions, a vital part of our industry, will benefit from these incentives. As we rally behind this legislation, we must also advocate for clarity and inclusivity to ensure all sectors of our industry—film, TV, and commercials—thrive.

To my fellow creatives, industry friends, and supporters: this is our moment. SB22 isn’t just about funding; it’s about investing in people—our colleagues who’ve poured years into mastering their craft, only to face inconsistent local opportunities. By bringing more productions to Texas, we can create a vibrant, sustainable ecosystem where talent flourishes and communities prosper.

Here’s how you can make a difference:

1. Write to your state representative. Urge them to support Senate Bill 22. Share how this bill will create jobs, boost local economies, and empower Texas creatives. You can find your representative’s contact information at house.texas.gov. A personal letter or email can go a long way in showing the human impact of this legislation.
2. Champion the value of human creativity. To clients and prospects, emphasize that human-driven work delivers authenticity that resonates with audiences. Whether it’s preproduction planning, on-set execution, or post-production finesse, our expertise brings stories to life in ways AI cannot. Let’s educate our partners about the time and skill required, even when AI tools are involved, to maintain fair value for our work.

The TXMPA Roadshow was a reminder of why we do what we do: to tell stories that connect, inspire, and endure. Senate Bill 22 is our chance to build a future where Texas is a beacon for creativity and opportunity. Let’s rally together, support this bill, and celebrate the human spirit that makes our industry extraordinary. Write your representative today, and let’s bring more stories—and jobs—to Texas.