Automatic Storytelling

Storytelling is a recent topic.  Normally a thing that people do.  To what degree can it be automated with a cognitive system?   The idea has been around for a long time, we thought of using it to outline advertisements.  It can also be seen as means of augmenting a human story teller.  Some new developments in this area.  " ... Many artificial intelligence (AI) researchers believe one of the major breakthroughs in AI will be creating systems that are effective story-tellers. University College Dublin's Tony Veale says story-telling is an essential component of the human condition, and therefore computers need the same capability in order to better understand and communicate with humans. ..."