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It’s no secret that technology has been the great catalyst of the audiovisual industry in recent years. In successive waves of innovation, audiovisual technology has shaped the current audiovisual landscape. Advances in digitalization, telecommunications, internet technologies, screens, and personal devices such as smartphones have mapped a much larger, global, and diversified audiovisual sector.
Today, we have screens and content in the fields of health, education, culture, tourism, events and corporate training and communications, which add to the traditional sectors of cinema, television, and advertising. A few years ago, the Audiovisual Cluster already identified technology as the element around which we needed to reinvent the Catalan audiovisual industry and made it a core element of its strategies. We are now entering a new technological revolution at the hands of what we have called augmented audiovisual.
Artificial intelligence, immersive technologies, Big Data, blockchain, and the deployment of 5G technology are some of the new technologies that are already challenging the entire value chain of the audiovisual industry, from creation, through production, business processes, and the dissemination and use of content and experiences. Artificial Intelligence will have a very relevant impact on the business models of our sector and will affect the competitiveness of our companies that will find new business opportunities.
Even though there’s controversy regarding this technology, we firmly believe in never stopping learning, testing, and implementing it in our products and business processes. Regulation will come, and we’ll welcome it, but our companies can’t afford to limit themselves beforehand. Our recipe is simple: apply and learn. That’s why the Catalan Audiovisual Cluster wants to support the institutions and companies of our industry on this new journey through the transmission of knowledge and the promotion of strategic policies and investments. This report by Joan Rosés, gives us a quick starting guide to this new world. Miquel Rutllant [from the Introduction]
AI Behind the Screen reviews the main innovations in artificial intelligence applied to the audiovisual industry. In this report we identify over 150 companies, products or relevant experiences arranged in twelve thematic areas, along with examples of the transformation that this new technological vector is generating in the sector. It is not intended to be an exhaustive collection, but rather an indicative sample of transforming trends, leading companies, research centres and exemplifying cases.
We propose an international perspective that follows relevant experiences of research centres, large companies and start-ups from all over the world. You will find a still image, that of the beginning of 2024, of a technology in permanent acceleration and change, which is difficult to fully comprehend if we do not take a moment to try and understand its impact.
We highlight cases that offer new business perspectives or innovative ways of working, those using technology not only as a tool, but exploring new paths. We also incorporate a critical eye. We want to move away from the enthusiasm that characterises this type of report. The impacts of technology are not always positive. There are uncertainties and risks that need to be taken into consideration and that challenge the responsibility of its agents.
Since the beginning, the audiovisual industry has been assimilating technologies that have facilitated the omnipresence it boasts today. This new technological leap has further increased the prevalence of screens. Welcome to AI Behind the Screen! Joan Rosés [from the introduction]
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