Agustín Lasso, a professor at the Graduate School of Communication with more than ten years of experience in the entertainment industry, specializes in the development of fiction series for Disney+ and tells us how technology is transforming content creation.
How is the integration of AI changing industry processes?
—Generative AI streamlines production and breaks down the rigidity of the traditional workflow: its speed allows for continuous prototyping and testing, reducing risks. At the same time, it transforms text, images, and sound into modular pieces that adapt to preferences and contexts.
While the major studios and platforms of streaming They are using AI to reduce costs and accelerate the development of existing formats, and several startups are exploring formats native to this technology. These initiatives may seem "minor" compared to traditional players, but they shouldn't be underestimated: the true potential of an emerging medium usually emerges over time, and when it does, it leaves a deeper and more lasting impact.
What impact does it have on connecting with audiences?
—AI-powered recommendation systems leverage behavioral data to segment audiences with a precision that manual scheduling can't match. They analyze context, habits, and preferences to deliver relevant content at the right time. This not only builds loyalty but also optimizes viewing time, reduces abandonment, and multiplies monetization opportunities.
How is the business model being transformed?
Implementing end-to-end generative AI shortens timelines and reduces production costs. However, the same technology democratizes the tools, lowers barriers to entry, and allows AI-native studios and independent creators to compete more directly, intensifying the fight for attention in an already saturated market.
This new scenario raises questions that still need to be answered: how to protect intellectual property (IP) against its unauthorized use in data sets training; how to design a sustainable licensing market; to what extent to allow users to create derivative works on existing IP; and how to address potential job displacement through strategies of reskilling.
