The Madrid Audiovisual Cluster (MAC), a consortium of nearly 100 Madrid-based companies, is presenting a comprehensive industry networking and peer-learning event at the Iberseries & Platino Industria conference. Scheduled for September 29 to October 2 in Spain’s capital, the program places a significant emphasis on artificial intelligence and its intersection with new business models.
While AI remains a central theme, this year’s sessions aim to explore the topic with greater depth. The agenda includes eight industry case studies that examine innovation across the entire audiovisual value chain. Teresa Azcona, managing director of the MAC, noted that while AI connects the various projects, the discussion will also address evolving production workflows and emerging technologies.
“Together, they show how innovation is transforming the industry and opening up new opportunities across the value chain,” Azcona said. However, Iberseries & Platino Industria co-director Samuel Castro emphasized the importance of keeping human creativity at the forefront. “The ability to create stories should always be based on a fully human, author-driven concept and development. AI should be used as a tool, not as an end in itself,” he stated.
The morning session on September 29, running from noon to 2:00 p.m., will feature eight presentations, each allotted approximately 12 minutes. The case studies highlight practical technological applications across the industry:
- PLIA: CEO Jose Velasco will demonstrate how the AI-powered production platform streamlined script breakdown, pre-production planning, and tracking for the film “Playback.”igure>
The PLIA platform integrates scripts, budgets, and location data into a single management system. - TBS Tech Brand Stories: Representing the Telefónica Group’s creative arm, graphics supervisor Alberto Gonzalo and technical coordinator Luis Miguel Boedo will discuss the convergence of virtual production, augmented reality, motion graphics, and AI in live events and broadcast.
- Hark Media: Founder and CEO Paula Ferrari will explore hybrid dubbing workflows, showing how AI combined with human expertise can enhance localization for global distribution.
- Xpost Studios: Part of the Secuoya Content Group, post-production manager Marcos Requena will examine how new technologies are reshaping VFX and post-production workflows at their Madrid Content City facility.
- Story Pitcher: CEO Frank Belyeu will present a digital platform that uses AI-powered matching and legal-protection tools to connect screenwriters and directors with production companies.
- Mercedes Santalla: The creative strategist and talent manager will analyze the commercial and strategic pathways for moving creative, technology-led projects from development to market.
- Scoutters: Co-founders Rubén Souto and Jose Díaz will showcase their digital location-search platform, which connects scouts and agencies with filming locations based on production requirements.
- HaMo by Paramotion Films: CEO Jose Luis Farias and CTO Alfonso Fulgencio will detail HaMo, a real-time motion-capture system using inertial sensors and Unreal Engine for digital puppetry and 3D animation.
On September 30, the program shifts focus to a conversation between producer Rosa Bosch and Tanja Meissner, Director of Berlinale Pro. Berlinale Pro oversees key industry platforms including the European Film Market, Co-Production Market, Berlinale Talents, and the World Cinema Fund.
Virtual production meeting AI sounds expensive. Hope the case studies include actual ROI data for smaller Madrid-based companies.
Wait, is September 29-October 4? The article says the program runs until the 2nd. Does the Berlinale Pro session extend into the 3rd or 4th?
AI is clearly the future of production workflows, but I agree that human creativity must remain central to storytelling.