At Iberseries & Platino Industria 2025, the Audiovisual Cluster of Madrid organized a workshop on artificial intelligence in audiovisual marketing with multiple industry partners. Sarah Calderón, CEO of The Film Agency, was one of the main speakers. She explained how AI tools can be applied from development through production and marketing—transforming each phase without replacing human talent.
The Film Agency created Think Early and Think Data: marketing services that think about audiences and data from project conception. Not when it hits theaters. From the start.
The Film Agency created Think Early and Think Data. These marketing services focus on audiences, data, and sales from project conception onwards. From the development stage. Not the end.
“What’s becoming common is thinking about audiences and marketing from day one. This is where AI works best. It’s useful. It’s disruptive. And it’s the most ethical place to implement it.”
The old model is dead. Until recently, marketing started at premiere or when a distributor arrived. Now? Success depends on planning strategy and materials from the start. Thinking ahead and data-driven isn’t optional anymore.”
“It’s like having photos we don’t actually have, a shot that doesn’t exist yet”
Most people think AI helps with the final stage. Social media. Posters. Digital assets. But here’s the thing: that stage needs less help. Professional teams already produce high-quality material there.
The real change is pitch decks.
Before AI, you were stuck. Limited stock photos. Rights issues. Commercial tone that didn’t fit. You’d use celebrity photos and risk confusing investors.
AI has transformed this landscape, making it possible to generate original characters, environments, and compositions that accurately reflect the project’s vision without compromising expectations.
“it is not recommendable to give a prompt to create the entire image; it’s better to work in layers… this is where you involve the human factor and the audiovisual cultore of your team.”
Historical pitch decks benefit most. Old material is black-and-white or low-res. AI modernizes visuals while keeping authenticity intact.
“It also help us break stereotypes…”
AI also makes it possible to overcome historical and cultural limitations. In projects with racialized characters, it is often difficult to find high-quality visual references. Technology provides new ways to break stereotypes and create more diverse imaginaries.
“In our agency, no final product will ever go out without a designer behind it”
“we haVe a policy of embracing. It’s a tool: let’s use it as a new language, while also taking a step back to remain conscious and ensure it is always applied with the highest possible ethical standars.”
Calderón emphasized that AI does not replace human talent, but enhances it.
The agency applies principles of transparency (always informing clients when AI is used), avoids reinforcing biases, and closely follows emerging legal regulations in Europe. In addition, it stresses the importance of fact-checking, choosing tools with stronger ethical safeguards, and — when possible — with lower environmental impact, though this last aspect remains a challenge.
What became clear at Iberseries & Platino Industria 2025 is that artificial intelligence is not necessarily a shortcut, it can bring design to a whole new level if its is combined with human talent. AI is full of threats, but also brings new opportunities if chained with respect to artists. it is a resource to expand creativity, bring invisible stories to life, and redefine how audiovisual projects are presented from day one.
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