At Cannes Marché du Film 2026, AI Takes Center Stage

At Cannes Marché du Film 2026, AI Takes Center StageDuring Marché du Film, I spoke with and listened to a film industry immersed in AI technologyAt Marché du Film, AI felt like a business model taking shape in public rather than a distant abstraction. The language had shifted, with AI now framed as production support that helps with brainstorming, editing, analysis, VFX, and workflow, while the creator remains human. That distinction mattered. In Cannes, the conversation centered on control, and on tools that promise to speed up development, sharpen decision-making, and ease the grind of production without stripping away authorship.Ginger Liu is the founder of Hollywood Film PR agency, ⁠Ginger Media & Entertainment⁠, ⁠a journalist and ⁠researcher⁠ on technology and entertainment, an MFA photographer and filmmaker, and host of the podcast ⁠Digital Afterlife: Hollywood & AI Tech⁠