Madrid Audiovisual Cluster Showcases AI and Innovation at Iberseries & Platino Industria
- The Madrid Audiovisual Cluster (MAC) is hosting an industry-focused networking and learning program at the Iberseries & Platino Industria event, running from September 29 through October 2 in...
- While AI remains a central theme of the program, organizers are shifting the focus toward broader innovation.
- The cluster, which represents nearly 100 Madrid-based companies, has scheduled these presentations for September 29 between 12:00 noon and 2:00 p.m.
The Madrid Audiovisual Cluster (MAC) is hosting an industry-focused networking and learning program at the Iberseries & Platino Industria event, running from September 29 through October 2 in Madrid. The initiative features eight specific case studies designed to showcase how emerging technologies, including artificial intelligence, are reshaping production workflows, business models, and creative processes across the audiovisual sector.
Integrating AI into Audiovisual Workflows
While AI remains a central theme of the program, organizers are shifting the focus toward broader innovation. According to Teresa Azcona, managing director of the Madrid Audiovisual Cluster, the sessions aim to demonstrate how new technologies and business models are creating tangible opportunities throughout the industry’s value chain.
The cluster, which represents nearly 100 Madrid-based companies, has scheduled these presentations for September 29 between 12:00 noon and 2:00 p.m. Each of the eight case studies will be allotted 12 minutes to detail practical applications of technology. Samuel Castro, co-director of Iberseries & Platino Industria, emphasized that while these tools are valuable, the core of storytelling must remain human-led.
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.
Industry Case Studies and Technical Applications
The program highlights specific companies demonstrating how they bridge the gap between creative intent and technical execution. Jose Velasco, CEO of PLIA, will present the platform’s application on the feature film “Playback,” demonstrating how AI can centralize script breakdowns, budget tracking, and location photography into one management system.
Other presentations focus on the intersection of physical and virtual production. Alberto Gonzalo and Luis Miguel Boedo from Tech Brand Stories (TBS), the creative production arm of the Telefónica Group, will outline the convergence of augmented reality, motion graphics, and virtual production environments.
Localization and post-production innovation also feature prominently in the lineup:
- Hark Media: Founder and CEO Paula Ferrari will discuss “hybrid dubbing,” exploring how AI-assisted workflows can support the global distribution of content while maintaining human oversight.
- Xpost Studios: Post-production manager Marcos Requena will examine how new technologies are transforming VFX and post-production workflows at the Madrid Content City facility.
- Story Pitcher: The company will present its digital platform designed to facilitate connections between screenwriters, directors, and production companies.
Networking and Future Industry Conversations
Following the technical presentations on September 29, the program continues into the following day. On September 30, producer Rosa Bosch is scheduled to hold a conversation with Tanja Meissner, the director of Berlinale Pro. This session will address broader industry platforms, including the European Film Market, the Co-Production Market, Berlinale Talents, and the World Cinema Fund.
The MAC program reflects a continued effort by Madrid-based entities to integrate new technologies into traditional film and television production. By focusing on practical application, the cluster aims to provide a framework for companies to assess how these tools can resolve real-world production challenges.