AI Filmmaking’s Future Debated by Executives at Venice Panel

AI Filmmaking Discussed by Key Industry Players in Venice

Executives from Alibaba Token Hub, Sonilo, and PROMPTR participated in a panel titled "AI x Cinema: The 10,000 Parallel Universes Initiative" at the Venice Film Festival's Venice Production Bridge. The session, moderated by Sabrina Qin of TapNow, focused on the creative and economic implications of AI in filmmaking. This panel occurred on September 7, 2026, and also featured a technical overview of the AI-generated series "Primodia."

Insights from Alibaba, Sonilo, and PROMPTR Executives

The discussion framed the challenges and opportunities AI presents within the film industry. Tianshu Zhu, head of global AI product solutions at Alibaba Token Hub, emphasized that their HappyHorse AI video generation model aims to resolve budgetary and resource limitations in filmmaking, rather than address storytelling deficits. Zhu indicated that HappyHorse 2.0 and a new tool called HappyHorse Control are expected to launch by the end of September 2026.

Ben Chimoy, the GenAI director of PROMPTR, reflected on his journey from traditional filmmaking to AI, noting a client’s surprising preference for an AI-generated product over a conventional one due to perceived emotional depth. He argued that AI ultimately facilitates connections and collaboration in the filmmaking process.

Meanwhile, Shawn Song, co-founder and CEO of Sonilo, discussed their company's licensing agreements with major music publishers, including Universal Music Group and Sony Music. These partnerships aim to reassure commercial users about the legitimacy and viability of AI-generated music, ensuring appropriate revenue sharing among stakeholders.

Educational Relevance and Future Directions

Barry Dignam, a film educator and vice dean of FilmEU, noted that as AI technologies evolve, film education must prioritize critical thinking skills over a comprehensive list of new tools. He stated, "AI is not a shortcut to becoming a filmmaker. You still have to do the work," stressing the importance of foundational craft and practice.

AI Filmmaking’s Future Debated by Executives: Creator Growth and AI-Generated Series Reveal

The panel also marked the introduction of TapNow's Creator Growth Plan, designed with three tiers for creators to engage with AI tools and platforms. This initiative highlights a commitment to integrating upcoming filmmakers into the AI ecosystem across over 100 countries.

Closing the panel, presenters showcased "Primodia," which is categorized as an S-level flagship series within TapNow's initiative. Directed by first-time AI directors Haonan Liu and Yuhang Qiao, the series reflects the potential of AI tools in streamlining creative processes. A representative from Sonilo highlighted how their technology significantly reduced composing time for the series, stating, "We reduced the composing time from 10 hours to 20 seconds."

What this means

The Venice panel illustrates a pivotal moment in film as industry leaders actively explore AI's role in shaping content creation. This ongoing dialogue emphasizes the importance of human creativity in tandem with technological advancements. The audience can expect to see more collaborations that leverage AI while reaffirming the fundamental elements of storytelling and craftsmanship in cinema.

For more about the Venice Film Festival's events, visit our coverage on Eleanor Coppola’s 'Making Marie Antoinette' and the recent discussions surrounding the festival's significance by Venice Film Festival Chief Alberto Barbera.