TikTok, an AI sitcom and clowns: how Hacks and The Comeback nail the humiliations of modern celebrity | Hacks

The Paradox of the Perpetual Comeback

In the modern entertainment landscape, the “comeback” is no longer a one-time event but a recurring requirement. For legendary figures like Deborah Vance in Hacks, the struggle isn’t just about returning to the stage—it’s about fighting a cultural habit that projects comeback narratives onto women, demanding they constantly reinvent themselves to maintain their status.

This cycle creates a precarious environment where even established icons feel they are only one failure away from being labeled a “flop.” The goalposts for success are perpetually moving, shifting from mastery of a craft to the ability to spark a viral moment.

AI and the Erosion of Artistic Craft

The integration of artificial intelligence into creative processes is transforming the definition of a “career lifeline.” In the final season of The Comeback, Valerie Cherish finds herself lead in a new sitcom with a critical catch: the script is written by AI, a secret she must keep from the public.

This trend highlights a growing tension between traditional craft and algorithmic efficiency. As AI takes over the writing process, the performer’s role shifts from collaborative artist to a vessel for machine-generated content. The tragedy lies in the gap between wanting to be taken seriously as an actor and being forced to lean into AI to remain employable.

The Shift from Legacy to “Content”

The “attention economy” now dictates that having a legacy is not enough; one must produce a constant stream of content. We see this in the “content-ification” of fame, where icons are forced to chase clicks and relevance through “throwaway nonsense.”

Examples of this trend include:

• Social Media Mandates: Deborah Vance being forced to film TikToks and social clips to satisfy network ratings.
• The Viral Chase: Charli xcx’s “mockumentary” The Moment, showing the grueling schedule of product launches and brand promos—including a Brat credit card—to maintain the momentum of “Brat summer.”
• Dumbed-Down Formats: Valerie Cherish attempting to master a “Real Housewives version” of Chicago on Broadway to stay visible.

The Gender Gap in Professional Reinvention

There is a stark disparity in how the industry expects men and women to handle aging and relevance. As Taylor Swift noted in her documentary Miss Americana, female artists often have to remake themselves “20 times more” than their male counterparts to avoid being pushed out of the industry.

This pressure manifests as an obsession with statistics and accolades. In Hacks, this is seen through Deborah’s sudden drive for EGOT (Emmy, Grammy, Oscar, Tony) status, leading her to record a Spanish-language album just to snag a Grammy.

Yet, as the industry evolves, there is a growing realization that true icons—like Madonna, who recently announced Confessions II—possess a level of cultural value that transcends the need for constant, desperate reinvention.

FAQ: Fame in the Algorithm Era

What is the “attention economy” in entertainment?
It is a system where relevance is measured by constant visibility and social media engagement (clicks, viral clips, and TikToks) rather than the quality of an artist’s craft or their long-term legacy.

How is AI affecting performers today?
AI is being used to generate scripts and content, which can provide new opportunities for operate but may strip performers of their creative agency and the ability to be recognized for their actual acting or writing skills.

Why are “comeback” narratives more common for women?
Society often pressures women in the public eye to constantly reinvent their image and persona to remain celebrated, a demand that is significantly less intense for male artists.