{"id":1093930,"date":"2026-02-19T16:03:58","date_gmt":"2026-02-19T16:03:58","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=1093930"},"modified":"2026-02-20T10:40:41","modified_gmt":"2026-02-20T10:40:41","slug":"ai-film-festival-francois-brogi-ceo-artefact-3000-how-ai-redefines-cinema","status":"publish","type":"news","link":"https:\/\/www.artefact.com\/de\/news\/ai-film-festival-francois-brogi-ceo-artefact-3000-how-ai-redefines-cinema\/","title":{"rendered":"AI Film Festival | Fran\u00e7ois Brogi, CEO Artefact 3000: Wie AI das Kino neu definiert"},"content":{"rendered":"

On the set of the show Smart Tech on B Smart, an economic and financial news channel, Delphine Sabattier gathered a panel of experts to analyze the challenges of AI in the world of cinema and thus launch the second edition of the AI Film Festival<\/strong>, co-organized by mk2<\/strong> and Artefact<\/strong>.<\/p>\n

To decipher this highlight, four speakers shared their vision alongside Fran\u00e7ois Brogi: Ang\u00e9lique G\u00e9rard, president of the Stem Acad\u00e9mie, Margarita Zlatkova, global director of development at Seedtag, and Julien Pillot, teacher and researcher at INSEEC.<\/p>\n

The objective of this exchange was to define how generative AI is now integrated into cinematic production processes.<\/p>\n<\/div>

Acculturation and adoption: the challenges of AI<\/b><\/h2>\n

With 265 entries from 52 countries and 223 films in competition for this second edition, the festival has established itself as a major event. A strict rule is applied: artificial intelligence must be involved at every key stage: pre-production, production, and post-production.<\/p>\n

For Artefact, this initiative has a clear objective: to enable creators to technically master AI, in order to alleviate the apprehensions surrounding it.<\/p>\n<\/div>

Fran\u00e7ois Brogi<\/strong> refines this perspective:<\/p>\n<\/div>

\n
Our doctrine, or our idea, is that the more people know, understand, and master the tools, the more they will see their limits, the more it will defuse fears, and the more they will have an informed opinion on AI.<\/div>\n<\/blockquote>\n<\/div>

This approach is reinforced by the analysis of Ang\u00e9lique G\u00e9rard, who highlights the emergence of a generation of “AI-native” directors, redefining the dynamics of the sector. According to her, cinema has always integrated technological advances, and artificial intelligence fits naturally into this continuity.<\/p>\n

Margarita Zlatkova adds that AI is now positioned as a creative partner, offering new opportunities for expression to talents once limited by budgetary constraints.<\/p>\n<\/div>

Human direction: the artist at the center of the process<\/b><\/h2>\n

The debate revealed a significant evolution in the maturity of creators regarding artificial intelligence. Whereas the first uses of generative AI were often limited to automated results, current filmmakers are now mastering its tools to make them a lever at the service of their artistic vision.<\/p>\n

Fran\u00e7ois Brogi<\/strong> analyzes this evolution of the relationship with the tool:<\/p>\n<\/div>

\n
\u201cThis year, we already see that the human (and therefore the artist) directs AI much better, which finally becomes someone on set like any other. […] We have the human in the intention, in the direction, and in the gaze.\u201d<\/div>\n<\/blockquote>\n<\/div>

It is about moving from a discovery phase to a mastery phase where the machine executes a precise human will, thus avoiding the risk of a pilotless creation.<\/p>\n<\/div>

An ethical framework: the audit of creations<\/b><\/h2>\n

Faced with the concerns of Julien Pillot and Margarita Zlatkova regarding copyright and data exploitation, a rigorous verification protocol has been put in place by the festival, whose jury is presided over by C\u00e9dric Klapisch, director, screenwriter, and producer. The organization audits the creative roadmap of each work to guarantee the integrity of the process.<\/p>\n

This rigor makes it possible to distinguish simple automation from true hybrid creation, like the artists who now train models on their own drawings to maintain total artistic sovereignty.<\/p>\n<\/div>

AI, a lever for artistic vision<\/b><\/h2>\n

The discussions confirm that AI has moved beyond the experimental stage to establish itself as a full-fledged production tool. The festival draws an essential lesson from this: technology, however powerful it may be, only makes sense in the service of the artists’ intention and sensitivity<\/p>\n<\/div>

Watch Fran\u00e7ois Brogi\u2019s session on B Smart<\/strong><\/p>\n<\/div>