The debate on AI in the media industry is increasingly entering a practical phase. This is a key conclusion from the MediaTech Hub Conference 2026, which brought together more than 80 international speakers and several hundred experts from the media, technology and creative industries in Babelsberg on 29 and 30 September.

The focus was on specific applications across the entire media value chain – from production and distribution to audience engagement. During the „AI Update“ session, AI applications for dubbing and the processing of large film archives were among the topics presented. German productions such as the entirely AI-generated feature film *The Wind Before the Name* by DREAMKITE Studios and *VOLCANO HIGH* by Chapter41 and X Filme Creative Pool also served as examples of new production approaches.

On the Virtual Production Stage, practical demonstrations were also given of 3D Gaussian splatting and virtual environments. Jörg Bachmaier, head of Studio Babelsberg, called for faster experimentation and scaling, whilst at the same time establishing a legal and ethical framework for AI-assisted film production.

Alongside technology, the focus turned to the question of Europe’s position in the global media market. Whilst key infrastructure for distribution, data and monetisation is predominantly controlled by US platforms, Europe’s strength lies primarily in IP and content. The conference therefore sees a realistic prospect not so much in achieving complete digital sovereignty as in the targeted utilisation of Europe’s own strengths.