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Introducing Keynema: your new favorite film art department management app is now live
After months of development and collaboration with industry professionals, we are excited to announce that Keynema is officially live exclusively for users in Spain. Designed specifically for art departments in film and television productions, Keynema streamlines the management of creative and logistical tasks, allowing teams to focus on what they do best: bringing stories to life.
What is Keynema?
Keynema is an AI-powered application tailored for art departments in the audiovisual industry. It offers specialized tools to manage the complexities of production design, set decoration, costume design, and more. With Keynema, you can:
Break down scripts and generate detailed scene lists
Create and manage budgets with customizable templates
Develop character sheets and track continuity
Organize and share information seamlessly across departments
Utilize AI to enhance efficiency and accuracy in planning
Whether you’re working on a feature film, television series, or independent project, Keynema adapts to your needs, providing a centralized platform for all your art department requirements.
Why choose Keynema?
Traditional tools often fall short when addressing the specific needs of art departments. Keynema bridges this gap by offering:
An intuitive interface designed with input from industry professionals
AI-assisted features that reduce manual workload
Flexible modules catering to various roles within the art department
Real-time collaboration capabilities
Secure data management and easy export options
By integrating these features, Keynema enhances productivity and fosters creative collaboration.
What’s next
While our initial launch is focused on Spain, we are actively working to expand Keynema’s availability to other countries. Our goal is to support art departments worldwide by providing tools that address their unique challenges. Stay tuned for updates as we prepare to open registrations in new regions.
Try Keynema today
If you’re based in Spain, you can now experience the benefits of Keynema firsthand. Create your account andonce you are logged in, you’ll be elegible for a free standard license for a year. Discover how our specialized tools can transform your art department’s workflow.
discover how our specialized tools can transform your art department’s workflow.
Thank you for joining us on this journey. We look forward to supporting your creative endeavors with Keynema.
Keynema at Talent Arena 2025: exploring AI’s role in the future of creative production
Artificial Intelligence (AI) is reshaping industries across the board, and the creative sector is no exception. As a cutting-edge AI-powered tool for audiovisual production, Keynema is always on the lookout for the latest trends in technology and creativity. That’s why we attended Talent Arena 2025 in Barcelona—one of the most exciting events focused on digital talent, innovation, and the future of work.
While we weren’t official participants, we took the opportunity to listen in on some of the most insightful talks about AI and its role in the creative industries. What we discovered only reinforced our belief that AI is not just a tool—it’s a game-changer for production teams worldwide.
Talent Arena 2025: a hub for AI-driven innovation
Held at Fira de Montjuïc’s Pavilion 8, Talent Arena 2025 brought together top tech companies, startups, universities, and digital professionals to discuss the intersection of talent and technology. Across the event, one theme stood out: AI is redefining creative workflows in ways we’re only beginning to understand.
Some of the most thought-provoking discussions included:
AI’s role in the creative process – Can artificial intelligence enhance creativity rather than replace it?
The rise of generative AI in content production – How AI models are now capable of drafting scripts, generating storyboards, and even assisting in visual effects.
Automation in audiovisual project management – How AI is helping streamline pre-production and optimize shooting schedules.
Hearing these insights firsthand gave us a fresh perspective on where the industry is headed—and how Keynema can continue evolving to meet the needs of modern production teams.
AI as the creative copilot
One of the key takeaways from the event was the concept of AI as a “creative copilot”, something we at Keynema have embraced from day one. AI is not here to replace human talent—it’s here to amplify it.
From automated breakdowns to seamless continuity tracking, AI is helping creative teams handle complex logistics without sacrificing artistic vision. The discussions at Talent Arena confirmed that AI will play a major role in the future of film, television, and commercial production—not as a replacement for human creativity, but as an indispensable tool for efficiency, organization, and innovation.
What we learned at Talent Arena 2025
If one thing became clear during the event, it’s that we’re standing at the edge of a new era. AI is no longer just a back-office automation tool—it’s becoming an essential part of the creative decision-making process.
As observers at Talent Arena 2025, we walked away inspired by the discussions about AI, creativity, and the industry’s future. It strengthened our commitment at Keynema to continue building AI-powered tools that make life easier for creative professionals.
The future of audiovisual production is deeply intertwined with AI, and rather than being a threat, AI is becoming a powerful ally—one that frees up time, enhances workflows, and allows creativity to flourish without limitations.
Want to see how Keynema can optimize your production workflow with the power of AI? Follow us on our channels and discover how we’re bringing the next level of intelligence to the creative industry.
Keynema and ESCAC: advancing AI in higher education for audiovisual design
At Keynema, we’re passionate about empowering creative teams with the tools they need to thrive.
That’s why we’re so proud to be a part of the groundbreaking courses offered by ESCAC
(Escola Superior de Cinema i Audiovisuals de Catalunya), supported by EU Next Generation funding.Final Project – Thomas Loaiza Zapata, Fast Forward ESCAC, IA Film Design 2024. Backgrounds for an animation project filmed in December 2024, completed in October 2024. (selection)
Bridging AI and artistic vision
These courses, like the recent intensive “Audiovisual Design with AI” program, are designed to equip
students with the skills to harness the power of AI in unique audiovisual projects. Participants learn to
use AI tools for everything from designing sets and characters to crafting compelling project
proposals.*Note: All the projects featured in this article originated from a structured preparation phase
where Keynema was used to organize the outlines, breakdowns, budgets, and overall planning
of sets and characters. Whether for fictional exercises or real productions, Keynema
streamlined workflows, helping students and professionals structure their creative vision with
greater clarity and efficiency.
Keynema: the AI-powered logistics engine
But where does Keynema come in? We’re integrated into the curriculum as the go-to tool for
managing the often-complex logistics of art departments. Our intuitive platform, designed with an
incredibly intuitive learning curve, helps students:
Organize and manage project information efficiently.
Streamline workflows and communication within teams.
Leverage AI to optimize resource allocation and decision-making.
Color Palette & References exercise – Gonzalo Muratel, Fast Forward ESCAC, IA Film Design 2024. (selection)
Real results, real impact
The images you see in this article are exercises from the course, showcasing the creative output of
our students. In 2025, we are regularly conducting intensive courses with such success that spots are
filled almost immediately after registration opens. To secure a place, it’s essential to stay tuned for
admission dates on ESCAC’s Fast Forward page.As evidenced by projects like Enrique Rodríguez Anaya’s manga-inspired reimagining of “The Green
Mile,” participants are pushing creative boundaries with the support of AI and Keynema.Final Project – Gonzalo Muratel, Fast Forward ESCAC, IA Film Design 2024. Concept design, storyboard, and character development. Presented in September 2024. (selection)
Why this matters
In a rapidly evolving industry, it’s essential to embrace new technologies while staying true to artistic
vision. By partnering with ESCAC, we’re helping to:
Prepare the next generation of audiovisual professionals for the challenges and opportunities of the AI era.
Elevate the role of art departments by providing them with powerful tools to manage complexity and drive innovation.
Foster a deeper understanding of how AI can augment, not replace, human creativity.
Final Project – Mariana Nelson, Fast Forward ESCAC, IA Film Design 2024. Set Design, development and Rendering. Presented in July 2024. (selection)
Join the movement
Firstly, remember that this April we’re finally launching to the market, but you can currently request
access to our Beta version. So, the first step is to visit us at keynema.com.We’re excited to continue collaborating with ESCAC and supporting these transformative learning
experiences. If you’re interested in exploring the intersection of AI and audiovisual design, we
encourage you to learn more about ESCAC’s courses and discover how Keynema can revolutionize
your creative workflow.Final Project – Laia Hernandez Moya, Fast Forward ESCAC, IA Film Design 2024. Character Design and Costumes. (selection)
Keynema at Integrated Systems Europe 2025
From February 4 to 7, ISE 2025 brought together over 85,000 attendees and 1,600 exhibitors in Barcelona. We were fortunate to take part in the Catalonia pavilion, a space dedicated to startups and emerging projects, where we reconnected with old friends, met new collaborators, and shared how Keynema supports creative teams in managing their projects more efficiently.
Tools for art and character departments
At our stand, we introduced our AI-driven solutions designed for creative teams:
K·Pd (Production Design/Art): Built for teams handling set design, visual effects, props, and locations.
K·Ch (Character Creator): Designed for professionals working in costume design, makeup, prosthetics, and hairstyling.
Both models operate under a single license, giving teams the flexibility to tailor their workflow to each project’s needs.
The role of AI in film departments
One of the event’s key discussions centered around AI’s impact on the audiovisual industry. In his keynote “AI is Eating the World: Why the AI Revolution is Good for Business”, Brian Solis highlighted how AI is streamlining operations and automating repetitive tasks while preserving human creativity.
Many of the conversations at our stand reinforced a key insight: while efficiency matters, what creative teams truly need is technology that integrates seamlessly into their process, without imposing rigid structures or disrupting artistic workflows.
Our takeaways from ISE 2025
The event was a fantastic opportunity to exchange ideas and strengthen our creative community.
Note: We’re confident that very soon, we’ll be able to handle the astronomical cost of refreshments at these events. Remember, Keynema launches on April 1st!
A huge thank you to everyone who stopped by our stand, asked questions, and shared their insights. We’re excited to keep building tools that help creative teams focus on what they do best.
When AI Isn’t Enough: Coca-Cola’s Misstep and Keynema’s Commitment to Human Creativity
At the latest edition of the Sónar festival in Barcelona, we were lucky to give a talk about everything we’ve been learning while developing Keynema. The talk, titled “Can AI make my laundry?”, is partially available on the Sónar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and who should own —and enjoy— the creative decisions? Beyond whether a machine can do laundry —which it already can—, the discussion focused on how we engage with technology to automate processes without losing the human touch. You can find more details about the event here.
In the audiovisual world, where every decision shapes the identity of a project, this idea is especially relevant. Can artificial intelligence design a film, choose a character’s wardrobe, or decide whether a house should be built physically or rendered in CGI? From our experience, the answer is clear: no, humans do it much better. But what AI can do, and where its true potential lies, is streamline tedious processes so that creative decision-makers can focus on what really matters.
The Coca-Cola Example and Lessons from Relying Completely on AI
This year’s Coca-Cola holiday campaign, created entirely with artificial intelligence, has sparked significant criticism. Unlike the iconic 1995 ad, this new version lacks authenticity and emotional connection. Why? Because delegating complex artistic decisions to an image generator like DALL·E may be efficient, but it sacrifices the human nuances that turn a functional piece into a memorable experience.
The 1995 ad wasn’t just a parade of illuminated trucks; it was a cultural symbol. Every detail —people’s expressions, snowy landscapes, carefully crafted gestures— conveyed humanity and emotion. In contrast, this year’s commercial, while technically advanced, feels generic and disconnected. You can watch a video about the controversy and a comparison to the 1995 version here.
Keynema: AI as a Copilot, Not a Substitute
At Keynema, we believe that technology should support, not replace, human creativity. Our platform is designed to be a copilot that assists with logistics, not a substitute that makes decisions. Every audiovisual project is unique, and the decisions shaping it —from materials to visual narratives— must reflect that uniqueness.
Planning a budget, breaking down a script, or coordinating teams aren’t mechanical tasks; they’re creative processes. Every dollar allocated represents an artistic choice. How you imagine a scene or define a character directly impacts how the project’s logistics are structured. That’s why at Keynema, we avoid one-size-fits-all solutions. While some production companies might think algorithms can organize teams or create standard budgets, we know that every script, every artistic vision, and every team of professionals requires a tailored approach.
Conclusion
The Coca-Cola case demonstrates that relying solely on artificial intelligence for creative decisions might be efficient but can also detract from authenticity and emotional connection. At Keynema, we work to ensure that technology is a support tool, never a substitute. Our goal is clear: automate the tedious so that people can shine in what they do best —create.
Remember, you can request a beta version on our main page: Keynema.com.
Keynema: a journey with universities, film schools, and entrepreneurship initiatives in Barcelona
One of the things we quickly learned while developing Keynema was its enormous academic potential. Designed for an incredibly intuitive learning curve and being a tool to organize and manage information, it soon revealed itself as an ideal application to introduce amateurs and students to the intricacies of the craft.
In a world where technological innovation and creativity are increasingly intertwined, Keynema has stood out not only for its impact on the audiovisual industry but also for its strategic collaboration with leading educational and cultural institutions. Our partners in this journey, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC), Universitat Pompeu Fabra (UPF), and the CreaMedia project under Barcelona Activa, have been instrumental in our mission to contribute to audiovisual production through smart technology use.
ESCAC: a global reference in film education
Internationally recognized for its excellence, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC) has been ranked by international publications such as The Hollywood Reporter and Premiere as one of the best film and audiovisual schools worldwide. Its students’ works have received over 400 national and international awards, including creators like J. Bayona and Kike Maillo.
In collaboration with Keynema, ESCAC has integrated advanced Artificial Intelligence technologies into its educational programs through the Fast Forward courses, funded by the European Union under the Next-Generation program.
Students in these courses delve into the practical use of AI tools for design and logistical management, preparing them for future challenges in the sector. From Keynema, we couldn’t be prouder of this collaboration, and it’s very likely that in February 2025, we will return to teach more courses at ESCAC.
UPF and the Área Tallers: a springboard for cultural innovation projects
Through the Workshops Zone (Área Tallers) Program, UPF supports transdisciplinary education and creative interaction among students, academics, and professionals. Keynema has found in UPF’s “En Residencia” program a stimulating environment for experimentation and refinement of our applications, in a space that values applied innovation and cultural impact. Since early 2024, we have been hosted in the program, allowing us to engage with highly qualified individuals in business and technical solutions on how to carry out our initiative.
Not forgetting that Pompeu Fabra University has a degree in Communication and is one of the agents driving audiovisual culture and the integration and study of Artificial Intelligences.
CreaMedia, an initiative by Barcelona Activa, provides vital support to startups in the creative and cultural sectors. Keynema has not only developed its tools in this fertile environment but has also reached the finals in its recent competition, demonstrating the viability and innovation of our solutions in the creative market.
A commitment to educational and cultural advancement
Our collaboration with ESCAC, UPF, and CreaMedia aims to reflect a deep commitment to educational and cultural evolution in audiovisual production. These alliances underscore our goal of continuously improving creative workflows and supporting the professional development of the next generation of creators. With these solid connections, Keynema consolidates its leadership in the application of artificial intelligence in the creative and educational fields.
We continue to seek new opportunities to integrate our tools into educational and cultural programs, tackling tomorrow’s challenges with technology and creativity hand in hand. With the support of institutions like ESCAC, UPF, and CreaMedia, Keynema is ideally positioned to lead the transformation in the audiovisual industry.
GIF made by the people of Keynema with Midjourney, Photoshop and After Effects.
Presentation of the Spanish Association of Artistic Directors of Audiovisuals (AEDAA)
Commitment and vision for the future
On June 21, 2024, Keynema attended the official presentation of the Spanish Association of Artistic Directors of Audiovisuals (AEDAA) at the Academy of Cinema in Madrid. This significant event marks an important moment for the art department in audiovisual production, consolidating a collective commitment to the advancement and recognition of Art Direction in Spain. It’s a country that has traditionally struggled to unify efforts and work as a team in a profession where this is essential.
The mission of AEDAA
AEDAA is born as a non-profit association committed to raising the prestige of Production Design and Art Direction and defending professional interests within the industry. Its creation reflects a clear intention to offer training, representation, and support, ensuring that all voices within the art department are heard and valued. Among its initiatives are talks, debates, workshops, and an online directory that will promote the visibility of art professionals.
Education and recognition
One of the fundamental pillars of AEDAA is education. The association seeks to establish academic ties that could lead to the development of an official degree in Art Direction, thus regulating the training and professionalization of the sector. In addition, AEDAA intends to establish awards for excellence in the Art Department, a crucial recognition to encourage and celebrate teamwork and the artistic quality of projects.
International inspiration and collaboration
The idea of forming AEDAA was partly inspired by participation in an international meeting organized by the International Production Designers Collective, bringing together production designers from around the world. This meeting was decisive as it highlighted the importance of unity and professional recognition on a global level, showcasing examples of similar associations in countries across Latin America, Europe, Asia, and Africa.
This international spirit underscores AEDAA’s desire to integrate and collaborate within a global network that elevates and defends the artistic profession, proposing an educational and professional model that meets the needs of the contemporary audiovisual sector.
At Keynema, we understand the importance of supporting initiatives like AEDAA that recognize and value every aspect of artistic production. Our tools, such as K·Production Design and K·Character Creator, are designed to facilitate management and enhance creativity, simplifying logistical processes so that professionals can focus on the creative aspects of their projects.
And we do not rule out future collaborations with the Association (as we have always kept in mind collaborating with both schools, as well as with unions and other national and international agents of the audiovisual sector).
Looking to the future with optimism
Collaboration with AEDAA is just one example of how Keynema is committed to supporting and transforming the audiovisual industry. We are excited about the possibilities that this association represents for improving education, recognition, and professional practice of Art Direction in Spain, and we hope that initiatives like this will occur in other countries where there is still a need to unite forces and establish structures that enhance the profession.
The presentation of AEDAA was not only an informative event but also a call to action for all professionals in the audiovisual arts, inviting them to actively participate in a community that seeks to improve and dignify their field of work. We are proud to support and be part of this vision, ensuring that art and creativity continue to flourish in our industry.
Keynema at Sónar+D 2024: Connecting with the Creative Community in Europe
This year, on the vibrant stage of Sónar+D in Barcelona, we had the exciting opportunity to present Keynema. This event gathers theorists, emerging artists, and established professionals from around the world to explore the latest trends through talks, workshops, and exhibitions, and it was thrilling to be part of that community.During these days, we spoke with people from Runway, Krea.AI, and other leading applications in the Artificial Intelligence landscape, explaining our apps to representatives from platforms like Netflix Spain and Media Pro.
A platform for innovation and dialogue
Our CEO, Mani Martínez, led the presentation of Keynema at one of the pre-colloquium sessions “Cinema and Responsible AI”. The presentation focused on how our suite of tools not only facilitates but also enhances creativity through efficient management.The question “Can artificial intelligence do my laundry?” served as a starting point to discuss how technology can be an ally in the creative process rather than a threat to creators.
Educational impact at ESCAC
One of the highlights of our participation was presenting how Keynema has been integrated into the Fast Forward courses at the Escuela Superior de Cinema i Audiovisuals de Catalunya (ESCAC) on Design and Artificial Intelligence for Films.This program, free thanks to European Next Generation funding, is designed to advance the plastic and logistical management of film and audiovisual projects. In the course, students learn to optimize their workflows from pre-production to post-production.We not only discussed creative and design aspects but also how implementing Keynema into their toolbox allows students to focus more on creative aspects, freeing themselves from administrative, logistical, and team management burdens.
Demonstrating the power of Keynema at Sónar+D
Most importantly, during Sónar+D, we had the unique opportunity to show in detail how Keynema will transform the dynamics of the departments involved.
Cinea & AI: A Marriage made in Heaven?
Mani Martínez: While I'm working, can AI do my laundry? Creatives should be doing the creative work.
Throughout the event, we demonstrated how K·Production Design and K·Character Creator (the two models of Keynema) are not only affordable and user-friendly tools but also designed to adapt to professionals and departments. By implementing proprietary artificial intelligence engines and incorporating high-quality commercial models, Keynema can securely analyze scripts and automatically generate comprehensive scene lists, set descriptions, scene synopses, eighth-page breakdowns, or characters, facilitating real-time editing and adjustments.Our integrated database system simplifies the creation of detailed breakdowns and budgets, also offering templates for team calendars and shooting schedules. The smart search and listing feature eliminate the burden of daily administrative tasks, allowing teams to focus on creativity. The ability to work offline and efficiently share documents has been particularly well-received, demonstrating how Keynema not only optimizes but also revolutionizes workflows on set and beyond.
Looking to the future with optimism
The experience at Sónar+D not only allowed us to introduce Keynema but also to connect with a community that embraces innovation like us. We are excited about the possibilities that open up by integrating Keynema even further into educational institutions and creative projects around the world.Choosing the question “Can AI do my laundry” perfectly encapsulated our core belief as a company and project: putting people and teams in the forefront where they should be and creating technological tools that handle tedious tasks.
Keynema launches this September 2024
We are thrilled to announce that on September 1st, Keynema will officially launch—a tool designed to assist creative teams in managing their workflows and logistics.After years of dedicating time, effort, personal investment, and a long journey through the wilderness, we have developed a tool that will be a game-changer for many of us in the audiovisual industry.
What is Keynema?
Thanks to a combination of artificial intelligence and robust document and template management software developed by industry technicians, Keynema becomes your ideal co-pilot for any department (currently artistic) of a film project.Keynema has two interchangeable modes: K·Production Design, covering production design and art, props, locations, graphic artists, suppliers, animal or vehicle coordinators or stunts, among others; and K·Character Creator, designed for wardrobe, makeup, prosthetics, hairdressing…Keynema loads and analyzes your script, and for the whole project, it facilitates the creation and editing of outlines, breakdowns, budgets, team calendars, shooting plans, and set continuity. It manages listings and searches of all kinds, creates detailed character sheets and changes, and organizes essential documents for scouts and technical locations.We have worked to make Keynema the tool we all dreamed of to securely generate and store all the information necessary to carry out films, series, shorts, or documentaries efficiently and coordinated, allowing us much more time to be creative.
How did Keynema start?
Our journey began from a simple observation: artistic departments in the audiovisual industry often lose a lot of time managing outdated paperwork. The frustration grew when we saw that existing logistics software was largely designed for the early stages of writers, directors, or producers, rarely meeting the specific needs of the creative teams who design the films.Driven by the desire to change this landscape, we developed Keynema to empower creatives not only to have logistical control but also to focus much more on what we do best: create.
Leveraging AI to unleash your creativity
To ensure that you can focus more on creation, we have developed an in-house AI model that reliably automates the tedious tasks of audiovisual work and, using top-tier security services, incorporates the best AI applications on the market to rapidly accelerate results, allowing you to receive extensive script information in just minutes. But this is only a part of all the capabilities that Keynema will integrate; you can upload photos, notes, export budgets, listings, calendars…
Join us on this journey
As September approaches, we invite you to join us in this new revolution in creative project management, designed to free you from logistical burdens and unleash your creative potential.Also, participate in our beta testing phase by visiting keynema.com. This is your opportunity to experience the advantages of Keynema firsthand and be part of the project by providing your feedback, suggestions, and ideas.For this, do not hesitate to request your beta version here: keynema.comWe are eager to see how Keynema transforms your projects and workflows. Stay tuned for more updates and get ready to experience the future of film production, where your creativity knows no bounds.
Tests and acknowledgments
Keynema has undergone rigorous beta testing in up to fourteen commercial projects, including art, props, and wardrobe teams from projects such as ‘Narcos: Mexico’ (various creators and directors), Neil Jordan’s ‘Marlowe’, or Icíar Bollaín’s ‘Maixabel’.
Last but not least
This project would not have been possible without the collaboration of professionals like Patricia Cuevas, Irantzu Ortiz, and Misbah Rashid, and without the help of team leaders like Steff Helmreich, Mario Suances, Mikel Serrano, Ane Arteaga, Kemen Arnoso, Mayte Sym, Perico Valero, Evelin Hernández, Marina Pozanco, Gigia Pellegrini, Esther Alonso, Joan Arti, Ana Pons-Formosa, or Berta Faig.As well as without the support of Teresa Roig from the University Pompeu Fabra, Alexandra Rueda from the Creamedia program of Barcelona Activa, and all the people from their teams.To all of you, a million thanks!
Artificial Intelligence in Audiovisual Production: Observatory Debate
Encounter and debate in Barcelona
The recent panel organized by the PAC (Productors Audiovisuals de Catalunya), held on October 15th in Barcelona, turned out to be an ideal opportunity to discuss the impact of Artificial Intelligences in the Audiovisual sector.Under the title “La producció audiovisual davant la IA,” the event focused on exploring the impact of artificial intelligence in cinema and television, addressing whether technology represents a threat or a valuable tool for the future of the sector, its short-term implications, and whether regulation is necessary and how.Here’s the link to the debate, unfortunately only available in Catalan:
The evolution and mission of the event organizer
Since its inception in 1978, the PAC has been the voice of audiovisual producers in Catalonia, evolving from its foundation to become an entity that not only defends the interests of its members but also promotes innovation and adaptation to technological changes. In this context, the PAC organized this debate to delve into how AI can be integrated ethically and effectively into audiovisual production processes.Link to the PAC: https://pac.cat
Keynema and AI: a vision for the future
Mani Martinez, CEO and co-founder of Keynema, offered a perspective aimed at clarifying the role of AI in the industry. Contrary to the notion that AI could replace human creativity, M. Martinez argued that AI should be considered an extension of the tools that creatives use to realize their vision and that education is much more useful than regulation in that regard.According to M. Martinez and Keynema, artificial intelligence is most effective when acting as an assistant that handles repetitive tasks, allowing creators to focus on the artistic aspect of their projects.
Democratization and rights in the digital era
One of the key points of the debate was how AI is democratizing audiovisual production, making technology accessible to a broader spectrum of creators. This can be seen in the example of the arrival of digital in cinema, which was heavily criticized in its early years but has enriched the industry with various formats, sometimes more independent, while substantially improving digital effects in the medium.However, sensitive topics such as copyright or image rights, such as those of performers in the digital age, were also touched upon. Despite the integration of new technologies, existing regulations and legal solutions still apply, ensuring that the rights of creators and actors remain protected under legislation that has proven effective over time. But mostly that indicates that what we call AI is nothing more than a set of tools that perhaps we must learn that can not be regulated in themselves, but will make the current regulatory system more complex. Behind the IAs, even though they want to sell us that they work alone, there is always the human commissioner.
Prominent voices in the debate
The debate was not only a platform to discuss the role and future of AI in audiovisual production but also an opportunity to learn from prominent figures who enriched the discussion with their experiences and perspective:- Anna Giralt: Filmmaker and researcher, co-founder of Artefacto and Gusano Films, and director of the RAIN FILM FESTIVAL, the first international festival of films created by AI. Her work focuses on exploring the intersections between technology and visual narrative.- Daniel Muñoz Cañeiro: Director and screenwriter trained at CECC and ECAM, recognized in the industry for his documentary “El año del descubrimiento,” winner of a Goya. His approach combines deep social analysis with innovative techniques in cinematography.- Bárbara López: Director of actors with extensive experience in various media such as radio, television, and special effects. Bárbara is known for her ability to direct emotional and technically complex performances.- Mani Martinez: (co-founder of Keynema Suite) Trained in Fine Arts at Camberwell, Mani has a 25-year career in the audiovisual industry, working on both international and national projects. As an activist in the Sindicat TACE, he has contributed to significant labor reforms. Currently, he teaches courses at ESCAC, integrating generative AI into film design.
Conclusion: AI as an ally of art
The debate at the PAC has underscored that artificial intelligence, far from being a threat, offers unprecedented opportunities to expand creative expression within the audiovisual industry. The key is to use AI as a tool that complements and expands human capabilities, not replaces them.In this new scenario, the PAC and Keynema, from different perspectives, emerge as entities that share a natural interest in how these technologies can better serve the creative community, ensuring that technological innovation goes hand in hand with artistic integrity and creators’ rights.
