"The future of technology is rarely hidden in research labs; it usually appears first on our screens. Entertainment has always acted as a preview of what is coming next in business and society, from the first experiments with film and sound to the rise of AI-generated video. Today, the industry is once again revealing the next wave of change as studios, creators, and platforms explore powerful new tools that reshape how stories are made and how audiences engage with them."
"In 2026, we will see generative video move from supporting act to leading role. Experiments using it to create filler scenes and environmental effects are breaking into primetime, as seen in Netflix's El Eternauta. Executives believe it will enable shows to become " better, not just cheaper ", but the technology remains controversial. Audiences, creators, and actors have all raised concerns over its impact on human jobs, creativity, IP and authorship rights."
Generative video will move from a supporting role to a central production tool, enabling cost-efficient scene creation and new creative possibilities while prompting debate over jobs, IP, and authorship. Synthetic celebrities and virtual actors will expand across social platforms and screens, creating new talent models and monetization paths. Real-time tools like Sora and Runway will democratize scene creation, lowering budgets and production teams. Sports, gaming, and streaming will adopt immersive, personalized experiences driven by cloud, AI, and interactive formats. Legal, ethical, and ownership frameworks will struggle to keep pace as creators, platforms, and audiences negotiate authenticity, compensation, and human roles.
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