Report: TechCannes at the Cannes Film Festival 2025

Un petit pas pour le festival, peut-être un grand pas vers l’acceptation…

If the average person had to name a single technology that is mentioned more often these days than any other, it would most likely be artificial intelligence. AI is everywhere, and its integration into our society seems almost irreversible. That it is also frequently used in the world of film – where many productions require special effects and digital tricks – is hardly surprising.

Where the role of AI should stop – most of us still prefer real directors and crew – is far less clear. The fact that many other new technologies are emerging that have little or nothing to do with AI is another reality that perhaps receives too little attention, or one that professionals concern themselves with more than the general public. TechCannes attempts to present the full picture: technology that is at least important and perhaps even decisive for the industry. It does so through a well-structured whole of – fortunately – individually accessible talks, encounters, and ideas, embedded within the broader dynamic of Cannes Next, the official innovation hub of the Marché du Film.

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New developments

What makes the discussion about the use of AI in the worlds of cinema and television particularly interesting is that (for now) there is relatively little doomsaying: while media reports, industry analyses, and countless YouTubers rightly urge caution, TechCannes – equally rightly – places not the fear of replacement at its center, but rather the question of how technology is reshaping creation, production, and distribution, with the necessary sense of nuance. During debates and panel discussions, we hear no grand futuristic proclamations, but rather a great deal of curiosity and subtlety, often accompanied by a tangible, real-time shift in mindset. AI is primarily viewed as a potential tool and an already integral – albeit still relatively new – part of the industry itself, rather than as a purely external disruption.

Pavillon Connect

At Pavillon Connect, we are presented with a series of talks that often begin with quite a lot of technical jargon, but gradually evolve into more ‘human,’ content-driven discussions, frequently aiming to address fundamental questions about ownership, digital theft, power, financial and cultural influence, and visibility. Naturally, such discussions are largely philosophical in nature, making it extremely difficult to formulate clear answers, but the exchange of opinions and ideas that we are able to take part in proves more than worthwhile.

One session that truly lingers is ‘Metadata Matter,’ which emphasizes that films can be viewed not only as creative works, but also as large clusters of data. Understanding and being able to control metadata can therefore be decisive for discoverability, financing and distribution considerations, and ultimately success. As online platforms continue to expand and algorithmic insights can sometimes make the difference between resounding success and embarrassing failure, the debate around metadata may well be more important than ever.

Opening cocktail

To be honest: we miss the tents where, in 2024, we experienced so many wonderfully curated TechCannes moments. Although alternative locations are still used, for example during lunch, the Pavillon Connect space within the Palais itself feels slightly less cozy, and it can sometimes be a bit difficult to find a spot from which we can properly follow the speakers – while standing. Nevertheless, the informal atmosphere ensures that visitors can easily strike up conversations with one another – also during the TechCannes opening cocktail.

It is only natural that many of our conversation partners still harbor considerable uncertainty and doubts – about AI models analyzing scripts before a first draft is even finished, the role social media should play in determining box office potential, and the question of who actually owns an idea that was partially generated by a machine. What does surprise us somewhat, however, is that reactions are less skeptical than last year and that more room has emerged for a pragmatic approach. In our view, the contribution of AI is something that must be approached with nuance – but preferably after enjoying a drink and indulging in an extra pastry – or at least for those who are less concerned with healthy eating.

Dining together

As is so often the case at the Cannes Film Festival, we find our most inspiring conversation partners not at tightly scheduled lectures or presentations, but during networking moments – and this is no different for the Petit-Déjeuner de l’Innovation and the excellent three-course meal served during the Déjeuner de l’Innovation at La Plage des Palmes. In true Cannes fashion, we strike up conversations with various people around us, and topics such as AI-driven previsualization, data analysis for casting, more efficient post-production workflows, and much more come up – subjects that concern the attending directors, developers, producers, and investors alike, making it particularly easy to start engaging with one another.

We cannot shake the impression that professionals from different disciplines are learning to communicate more smoothly with each other and that the barrier of jargon seems thinner than before. We are curious to see whether that impression actually holds true.

From theory to practice

During the Workshop Innov and the panel ‘Likes, Algorithmes & Box Office,’ we learn more about distribution in 2025 and how the latest technologies are already intertwined with every step of the filmmaking process. There appears to be little room for romanticism, however, as the panel discussion on algorithms and ticket sales makes it abundantly clear – in no uncertain terms – that when making films today, creators no longer consider only an existing or proven audience, but also the audience predicted by AI systems. The fact that the technology is, for now, primarily guiding rather than fully determining remains an important nuance.

The next wave

During the well-attended Tech4Movies session, twelve startups present solutions that could have a direct impact on the industry in the coming years – from AI-driven script analysis to new financing models. What stands out is that we are no longer talking about ‘test cases’ or hypotheses, but about functioning systems and ready-to-use models that can, in fact, be implemented immediately. Impressive.

AI competitions

While the use of AI was one of the central topics at TechCannes, we do not have to look far – during, shortly before, or after the Cannes Film Festival – to find examples of AI-generated films being showcased. There was, of course, the recent first edition of the World AI Film Festival (WAiFF) in Nice – with more than 1,500 submissions from over 80 countries – but also along and around the 2,650-meter-long Boulevard de la Croisette, numerous initiatives centered on artificial intelligence are unfolding. These include the A.I. Film Awards at the Gray d’Albion Hotel, just steps away from the Palais des Festivals, as well as programs such as Cannes Immersive, where new forms of storytelling are being explored.

The quality is not yet very consistent, and we encounter both less successful results and films that work almost frighteningly well. In the best cases, technology does not replace the human component but rather shifts the boundaries of what is possible – preferably with a clear human vision behind it. We are curious to see what the coming years will bring.

Text: Dirk Vandereyken, Wa-In

Photos: TechCannes, Paula van Unen, Ignace Thant

More info: www.techcannes.com