Jack Neo's CNY AI film, 'I Want To Be Boss' wasn't as revolutionary as I hoped it would be (2025)

Jack Neo's CNY AI film, 'I Want To Be Boss' wasn't as revolutionary as I hoped it would be (1)

Jack Neo's CNY AI film, 'I Want To Be Boss' wasn't as revolutionary as I hoped it would be (2)

Another Chinese New Year, another Jack Neo film.

For many of us, it’s become a yearly tradition to look forward to his films during the festive season, just like waiting for the reunion dinners and those all-too-familiar ang baos.

As a fan of Neo’s previous works—like "Ah Boys to Men" and "The Lion Men" — I’ve always appreciated his mix of local humour, relatable family dynamics and subtle social commentary.

This year, his latest offering, "I Want to Be Boss", takes a different direction, tackling contemporary themes like AI, ambition and family.

I was eager to watch the film before its official release, but unfortunately, I left the cinema wanting more.

Despite the rapid advancements in AI, the film’s take on the technology felt lacklustre, Neo’s depiction of humanoid robots didn’t bring anything new or innovative to the table.

While there were moments that made me laugh and others that sparked reflection, in the end, the film left me feeling more underwhelmed than inspired.

About "I Want To Be Boss"

The plot follows Dongnan (Henry Thia), who opens a restaurant with help from Food Critic Queen (Dawn Yeoh) and Qiang (Jack Neo). As his business flourishes, Dongnan buys an AI robot, Ling Ling (Patricia Mok), to help with his troubles at home.

However, trouble erupts when his apprentice betrays him, his wife (Aileen Tan) grows suspicious of his relationships, and new challenges arise. Dongnan must navigate these obstacles with the support of his family and Ling Ling.

The cast features local celebrities like Henry Thia, Zhang Shuifa, Aileen Tan, Patricia Mok, Shawn Thia, Dawn Yeoh and Jae Liew.

Here's the trailer:

Warning: spoilers ahead.

Is AI really all that?

The movie, as the title suggests, revolves around the idea of wanting to be “the boss” — but with a twist that goes beyond the traditional notion.

As society becomes increasingly reliant on machines to make decisions, the film subtly raises the question: who’s really in control—the human or AI?

For me, the portrayal of AI humanoid robots in the film felt surprisingly conservative, lacking the "wow" factor I was expecting.

We’re already familiar with robots like Sophia, the human-like AI that holds conversations, or the service robots in Japanese hotels and mobile robots used for household chores.

Given this familiarity, AI humanoid robots hardly feel groundbreaking today. Yet, the film doesn’t push any boundaries or offer anything new.

Aside from Ling Ling being a compliant housekeeper who does chores and holds conversations, there’s no exploration of the potential in AI.

Considering how rapidly AI is evolving, I expected much more creativity and depth in the film’s portrayal of this technology. But what we got felt like an ultra conservative take.

That said, "I Want to Be Boss" does strike a balance between showcasing both the potential benefits and the looming risks of AI.

The characters grapple with AI’s promise to simplify their lives but also face the consequences of losing personal agency.

This theme is especially relevant today, as we navigate the tension between technology making our lives easier and the growing concerns about what we might be sacrificing in the process.

Family, ever after

Family drama lies at the heart of "I Want to Be Boss", and it plays out in a way that many can relate to.

What struck me most about the film wasn’t so much its exploration of AI, but its raw and realistic depiction of family dynamics.

The story centers on Dongnan and his wife, a couple in their later years, struggling to redefine their roles after his retirement.

At first, Dongnan fears retirement, feeling dismissed as a "bum" by his wife and neglected by his family.

Eventually, he's convinced to use his retirement fund to start a business. Surprised by how much he has saved, Dongnan decides to pursue his dream.

However, his newfound independence brings its own set of challenges.

Dongnan secretly uses his retirement savings to open a restaurant, fully aware that his family is sceptical of his ability to succeed.

When the restaurant opens and he hires a team of attractive staff, his wife’s insecurities come to the surface, deepening their mistrust and fueling more arguments.

In another uncomfortable scene, Dongnan's wife, encouraged by her girlfriends, turns to a not-so-well-disguised dating app amid their strained relationship.

The ease with which she embraces this idea was startling — when did cheating become so normalised?

While her husband had hurt her deeply, her response seemed more like a desperate escape than a healthy way to address their issues.

Their ongoing disputes — driven by miscommunication, insecurity, and unspoken fears — felt all too familiar.

The longer you're in a relationship, the more these small cracks widen, revealing deeper issues of trust and vulnerability that are often left unaddressed.

Ultimately, the film isn’t just about AI or business but it’s a poignant reflection on how love can become tangled with doubt and frustration over time, and the difficult but necessary journey toward reconciliation.

Role reversals

What particularly resonated with me was how relatable this family dynamic felt, especially for my generation.

As a Gen Z, I could easily connect with Dongnan's children (Kele and Shawn Thia) in the film, who are often called upon to step in when their parents argue.

Rather than fueling the tension, the children become the bridge to resolve misunderstandings, sticking by their parents even when communication breaks down.

The role reversal – where the younger generation finds themselves mediating – felt like a realistic portrayal of modern family life.

It reminded me that, no matter how many arguments or misunderstandings there may be, family is ultimately about sticking together and working through the challenges, no matter how messy or uncomfortable they get.

Humour gap

One of the oddest, yet surprisingly humorous, plot points in "I Want to Be Boss" is the protagonist’s obsession with the title "COE" (Certificate of Entitlement) instead of the more familiar "CEO" (Chief Executive Officer).

Throughout the film, he insists that he’s the COE, not the CEO, which left my colleague and I scratching our heads.

Sure, he is the CEO of his restaurant, but why is he so determined to deny it to call himself COE instead?

We couldn’t quite grasp the joke or the deeper meaning behind this quirky insistence.

Was it a commentary on self-perception, or just a wordplay for comedic effect?

Surprisingly few advertisements

I’ll be honest, when I heard Jack Neo’s name attached to this project, I was bracing myself for heavy product placement, especially given how it’s often part of his movies.

But much to my surprise, the film was relatively free of blatant advertisements.

Sure, there were a few, but they didn’t disrupt the storyline.

Neo didn’t make his commercial moments feel forced or out of place. Instead, he maintained a good balance, making the film enjoyable without the usual sales pitches.

Nice one.

A double-edged sword

While the film portrays AI as a helpful tool for society, it also delves into the consequences of ignoring its darker side.

Dongnan’s wife, struggling with her strained marriage, begins chatting with a younger man on a dating app.

Even after confirming his identity through a video call, it turns out that Dongnan’s "disciple," Steven, was using deepfake technology to impersonate someone else in an attempt to sabotage Dongnan.

A deepfake is a manipulated video where a person’s face or body is altered to impersonate someone else, often used to deceive or spread misinformation.

To make matters worse, she sends him S$300,000, only to realise she’s fallen victim to a scam.

While AI can be used to mend relationships and solve problems, the film shows how it can also be weaponised to manipulate, deceive, and cause harm.

One particularly humorous scene shows Dongnan seeking comfort from an AI robot amid his relationship troubles.

However, when he hugs the robot, it malfunctions, leaving them in an awkward position that his wife catches them in.

Well, that backfired.

Amid the escalating tension — between the scam and their deteriorating marriage, Dongnan’s wife files for divorce.

But in one of the film’s most memorable moments, Dongnan faces a choice: rely on the AI robot to help fix things with his wife, or confront the situation himself.

In the end, he chooses the latter, opting to face his wife with sincerity and work toward reconciliation on his own.

This heartfelt decision underscores the film's ultimate message: while AI can assist, human connection and effort remain irreplaceable.

Final thoughts

"I Want to Be Boss" may not be the most groundbreaking film of the year, but it delivers a heartfelt story that touches on timeless themes of family, ambition, and self-worth.

The inclusion of AI as a central theme is timely, especially as society becomes more dependent on technology in almost every aspect of our lives.

However, I felt the film relied too heavily on common assumptions about AI, without pushing any boundaries.

In a time when filmmaking is beginning to push boundaries and explore innovation, the portrayal of AI here felt rather safe and predictable.

As a fan of Neo's work, I’ve come to expect films that highlight societal issues and spark conversation.

Take "I Not Stupid", for example, which used satire to critique Singapore's education system and social attitudes, ultimately triggering public discussions and even parliamentary debates that led to education reforms.

Unfortunately, "I Want to Be Boss" didn’t leave me with much to ponder, as its depiction of AI felt more like a reaffirmation of what we already know.

If anything, it made technology seem somewhat superficial, lacking depth in its exploration of the subject.

That said, the film does make an effort to educate viewers about the benefits and risks of our growing reliance on technology, which is a valuable message in today’s world.

On a more personal note, I appreciated the film’s portrayal of family dynamics, especially the delicate balance of respect, love, and independence within relationships.

It also highlights the possibility of reconciliation and growth as characters confront their flaws and rebuild their connections.

If you're looking for a Chinese New Year film that mixes heart, humour, and a dash of cautionary tech wisdom, "I Want to Be Boss" is worth your time.

"I Want To Be Boss" will be playing in cinemas islandwide on Jan. 24, 2024.

Top images via Golden Village.

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Jack Neo's CNY AI film, 'I Want To Be Boss' wasn't as revolutionary as I hoped it would be (2025)
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