Industry Interviews
10–12 semi-structured interviews will be conducted with professionals across film, advertising, and architecture, as well as developers of VP tools (e.g. Unreal Engine specialists, production designers).

Data: Transcribed interviews exploring the integration of AI tools, shifts in labour, authorship, and creative control.

Analysis: Thematic analysis will follow Braun & Clarke (2006), aligned with research objectives. To deepen insight into lived creative experiences and agency, Interpretative Phenomenological Analysis (IPA) (Smith et al., 2009) may also be applied, particularly where participants articulate personal negotiation of technological change.