The Applied AI Summit at MIPCOM 2024, held at the MIP Innovation Lab, brought industry leaders and innovators together to discuss AI’s transformative role in the media landscape. The summit explored the integration of AI into content creation, production workflows, and audience engagement, while also tackling the ethical and legal challenges associated with AI in media. Here’s an in-depth look at the event’s key sessions and takeaways.
1. Opening Keynote – The Future of Generative AI in Media
Emily Golden, Head of Growth Marketing at Runway, opened the summit with an insightful keynote on how AI is both a production partner and a creative collaborator. Golden introduced Runway’s partnership with Lionsgate, showcasing how Runway’s AI tools are tailored to meet diverse production needs, supporting major studios, indie filmmakers, and ad agencies alike.
Golden highlighted Runway’s innovative features, such as text-to-video generation, which allows creators to quickly transform text prompts into high-quality video scenes. Additionally, image-to-video and video-to-video transformations give teams the ability to maintain character and object consistency across shots. “You can introduce more control to the process,” she explained, “starting with a specific character or object to maintain consistency from shot to shot.” By combining generative AI tools with traditional media techniques, Runway enables creators to bring their concepts to life with unprecedented speed and precision.
Golden’s message resonated with attendees as she emphasized the importance of exploring AI’s potential now: “It is really just getting started. If you haven’t taken time to explore how these tools can benefit you and how you can insert them into your workflow, now is really a good time.”
2. Generative AI Adoption in Media: Insights from VIP Survey
Audrey Schomer, Media Analyst at Variety Intelligence Platform (VIP), presented a data-driven analysis of generative AI adoption across the media industry. Drawing from the latest VIP survey, Schomer shared that 30% of media and entertainment companies are actively using or testing generative AI, with productivity gains cited as the primary advantage. Schomer explained that AI’s automation of repetitive tasks allows creative teams to dedicate more time to high-impact storytelling, enhancing efficiency without sacrificing quality.
The VIP survey also indicated that 40% of AI implementations in the industry are already underway, a testament to the rapid adoption of AI-driven tools. Schomer noted that these productivity improvements are reshaping workflows across the board, enabling both large and small media companies to deliver high-quality content faster and with fewer resources.
3. AI as a New Profit Engine: Enhancing Profitability in Entertainment
Moderated by Jonathan Verk, CEO of Social Sweethearts, a panel discussion delved into how AI is enhancing profitability in the media sector. Panelists Marianne Carpentier from Newen Studios, Damien Viel of Banijay, and Johann Choron from Google shared insights on AI’s role in driving data-driven decision-making and optimizing content strategies.
4. Legal and Ethical Challenges: Navigating Transparency and Trade Secret Protections
A standout session was led by Frank Valentin from DLA Piper, who discussed the legal complexities of AI in media, especially around transparency and trade secrets. Valentin pointed to the upcoming EU AI Act, which mandates transparency but leaves some specifics unclear. “The biggest issue is what exact content will feed these models,” Valentin explained, noting the ambiguity over what companies are required to disclose and to whom.
He voiced concerns about the potential clash between transparency requirements and trade secret protections, particularly for proprietary content used in training AI models. “Some of this content might be protected by trade secrets, and I don’t know yet how the EU will cope with that at this point in time,” Valentin said, underscoring the need for regulatory clarity to safeguard both innovation and proprietary data.
5. Ethical AI in Children’s Media: A Focus on Responsibility
A major theme throughout the summit was the ethical responsibility of using AI, especially in content intended for children and teens. Experts stressed the need for cross-functional collaboration among developers, creatives, and legal professionals to ensure that AI-driven content is safe, transparent, and age-appropriate. Speakers emphasized that responsible AI practices are essential for building trust, particularly in children’s media, where privacy and ethical standards must be rigorously upheld.
Key Takeaways: AI’s Transformative Role in Media and the Road Ahead
The Applied AI Summit at MIPCOM 2024 illuminated the potential and challenges of AI in the media industry. Here are the main takeaways:
- Generative AI is Revolutionizing Production: Tools like Runway’s text-to-video and video-to-video capabilities make high-quality production more accessible, allowing creators to deliver polished content rapidly and consistently.
- AI is Enhancing Profitability through Data and Audience Insights: By enabling targeted content and advertising, AI helps media companies optimize strategies and boost revenue.
- Legal and Ethical Complexities Require Attention: As AI becomes more embedded in media workflows, regulatory frameworks must address transparency, intellectual property, and trade secrets to protect both innovation and proprietary information.
- Real-World AI Applications Expand Engagement Potential: Tools like Papercup’s adaptive translation and Adventr’s interactive streaming highlight AI’s potential to personalize and deepen viewer experiences.
- Ethics in Children’s Media Must Be a Priority: As AI reshapes media, companies bear a responsibility to ensure transparency, privacy, and safety, especially in content designed for young audiences.
Kids AI Closing Insights
The Applied AI Summit underscored that while AI holds enormous potential to transform media, it must be used responsibly. Kids AI believes that integrating AI into children’s media provides a unique opportunity to create educational, safe, and engaging experiences, but only if ethical standards are rigorously applied. Transparency, privacy, and safety are paramount when developing AI-powered content for younger audiences, as these values build the trust that parents, educators, and children deserve.
By aligning innovation with ethical guidelines, the media industry can harness AI to not only drive productivity and creativity but also to establish an inclusive and responsible future for children’s content. The summit emphasized that now is the time for media companies to explore AI’s possibilities while committing to standards that ensure a positive impact on audiences and creators worldwide.
