Generative AI is reshaping how stories are created, produced, and delivered. Is the audiovisual industry at a turning point?
From TikTok clips to primetime broadcast and cinematic blockbusters, the pace of innovation is so fast that it’s hard to tell what really works – and what’s just hype.
At #MTHCON25, we bring you strategic insights from the UK – Europe’s biggest market – with the British Film Institute, and put the latest AI tools from AWS, ByteDance, and Google to the test for film, TV, and streaming. See what’s already working, explore best practices for sustainable AI integration, and hear where the industry must focus next.
👉 Get ready for the big AI Shift and join #MTHCON25 on September 24-25 at Studio Babelsberg! For first insights, read on.
📍 GenAI in the Screen Sector: From Insight to Action
🗓️ SEP 25 | Expert Stage | 2:00 – 2:45 PM
This summer, the British Film Institute released the first national study on generative AI in the screen sector – and did so for Europe’s biggest market, the UK. Drawing on extensive research and industry consultation, the report provides the most detailed picture yet of how GenAI is already shaping film, TV, and games.
🧊 AI iceberg
On the surface, high-profile AI use cases are still limited. Beneath it, the sector is buzzing with experimentation – from small studios to established creators – a hidden layer of activity signalling where innovation is heading.
⚙️ Creative flywheel
These experiments aren’t isolated: together they are building momentum across the sector, influencing workflows, storytelling approaches, and production practices.
⚖️ Opportunities and risks
AI can democratise storytelling and empower new voices. At the same time, it raises pressing questions around copyright, workforce skills, cultural diversity, and sustainability.
🚀 Strategic urgency
The sector needs shared frameworks, collaboration, and targeted investments to harness AI effectively. Without strategic planning, traditional players risk being outpaced by AI-native studios.
Rishi Coupland, Director of Research and Industry Innovation at the BFI and lead author of the report, will bring the UK’s pioneering study to Studio Babelsberg. At #MTHCON25, he will present the report’s key findings, offer a stock-take of the current state of play, and share practical recommendations for sustainable and ethical AI integration.
What do the findings of the BFI mean for the wider European screen industry? Join the discussion to hear how creators, industry leaders, and policymakers can translate these insights into action.
👉 Strategic paths forward for media professionals navigating the AI landscape
📍 GenAI for the Audiovisual Industry: From Social Media to Broadcast to High-End Production
🗓️ SEP 25 | Expert Stage | 3:00 – 3:45 PM
The big tech players are moving at breathtaking speed: new GenAI models and updates are being released almost weekly, each promising fresh creative and production possibilities. But which of these advances can the audiovisual industry actually put to use – today?
That’s why we’ve invited the global tech heavyweights AWS, BytePlus, and Google, alongside postproduction leader FilmLight, to put their latest solutions under the spotlight. Together, they’ll show what GenAI can already deliver across the audiovisual chain:
📱 Social Media – ByteDance for Creators
Lan Guang, Senior Solution Architect at BytePlus, demonstrates how ByteDance tools like Seaweed and Seedance enable creators to produce innovative, social-first content.
📺 Broadcast and Beyond – Google‘s Veo3 in Practice
Mihaly Kovacs, AI GTM Lead Germany at Google, introduces Veo 3, Google’s latest text-to-video generator, showing applications that span social, broadcast, and beyond.
🎬 High-End Production – Filmlight Demo
Daniele Siragusano, Image Engineer at FilmLight, shows how GenAI and advanced colour science are reshaping high-end film production.
☁️ Infrastructure – AWS Insights
Dave Mace, Media & Entertainment, Games & Sports at AWS, highlights the infrastructure powering the AI transformation, from cloud-based live production to scalable workflows.
👉 How the latest GenAI applications are changing media production in practice
