As part of the AI Summit of the Media Days Munich In 2026, the use of artificial intelligence in film and media production will no longer be described as an experimental field, but as an increasingly integrated part of existing production processes.
AI shifts the focus to pre-production
A central focus is on early production phases. AI is used in particular in material development, visual concepts and pre-visualisation. These areas are considered to be particularly influential, as creative decisions are prepared and structured here.
This means that some of the creative and conceptual work is shifting more towards pre-production, where AI is used as a supporting tool.
Production processes are becoming more hybrid
AI is also used in the actual production process. It supports the structuring of processes and preparatory work steps for audiovisual content. As a result, hybrid workflows are increasingly being created in which classic production logic and AI-supported processes exist in parallel.
The focus here is not on completely replacing existing working methods, but on supplementing them with automated or assisting systems.
Creative work is changing functionally
In the creative sector, the role of AI is shifting primarily towards support. It is being integrated into development processes, for example in the generation of ideas or the elaboration of concepts.
At the same time, it becomes clear that AI-generated results are not understood as an end product, but as material that needs to be categorised, checked and further processed.
Structural change in the industry
Beyond the production processes, structural changes are described in the context of the AI summit. These include adjustments to existing workflows and the integration of new technical systems into production environments.
At the same time, new roles and interfaces are emerging between technology, production and creative development. Collaboration between media houses, production companies and technology providers is described as becoming closer.
From tools to production infrastructure
From an overall perspective, artificial intelligence is no longer viewed exclusively as an individual tool, but increasingly as part of the production infrastructure. It therefore not only affects individual work steps, but also changes the organisation of production processes as a whole.
The use of artificial intelligence in film and media production is described as a structural shift in the context of Medientage München. The focus is primarily on pre-production, workflows and organisational adjustments. AI is increasingly being presented as an integral part of production reality.