During a session that lasted two hours, European Film Market (EFM) Horizon attempted to determine whether artificial intelligence (AI) is film's new normal. Moderated by AC Coppens (The Creatives' Catalysts), the conference, which encompassed five presentations, explored the presence of AI, in its various forms, at different stages of a film's life cycle. During her introductory keynote speech, Maja Cappello, head of the European Audiovisual Observatory's legal department, focused on the real or imaginary legal issues that the use of AI creates in fiction. Given that legal systems vary dramatically between regions, in the UK, it would probably be possible for AI to hold on to the rights, whereas that wouldn't be the case in continental Europe. Also, another possible issue arises in cases where a machine creates original content: who will be the owner of this product?

During a session that lasted two hours, European Film Market (EFM) Horizon attempted to determine whether artificial intelligence (AI) is film's new …