AI Takes Center Stage at Tech-Forward AFM With Innovation Hub and AFM House Expansion

AI Takes Center Stage at Tech-Forward AFM With Innovation Hub and AFM House Expansion hakkında magazin dünyasında yaşanan en son ayrıntılar ve sıcak gelişmeler netleşti. Nov 10, 2026 8:23am PT AI Takes Center Stage at Tech-Forward AFM With Innovation Hub and AFM House Expansion By Corbin Bolies Plus Icon Corbin Bolies Latest Elvis Music Owners, Eminem Publisher File Sprawling New Lawsuits Against AI Music Generator Suno: ‘The Next Elvis Won’t Pick Up a Guitar’ 3 days ago Netflix Names Mattel Executive Roberto Stanichi as VP of Consumer Products and Experiences 5 days ago How Grimes’ Cameo in Theater-Bound AI Film ‘Gods Don’t Give Gifts’ Came Together (EXCLUSIVE) 5 days ago See All Add us as a Google Preferred Source Comments First it came for the films, then the film festivals. Now, AI has taken hold of this year’s American Film Market.

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The five-day independent film marketplace in Los Angeles, produced by the Independent Film and Television Alliance, already has a splashy year planned, with pic packages on offer, including a new Armando Iannucci film and A24’s expensive “Elden Ring” adaptation. But as producers and distributors go about buying and selling movies, they’ll do so as the film industry’s third rail — artificial intelligence — takes center stage.

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The 2026 edition will see the market’s Innovation Hub, a space where exhibitors showcase new technologies gripping Hollywood, expand into its inaugural “ AFM House,” a 15,000-square-foot space across from the AFM HQ at the Fairmont Century Plaza. The list of companies participating has also expanded, with nearly 20 firms eager to highlight their own technology and a suite of new panels discussing AI’s impact.

The Hub launched last year in collaboration with the Marché du Film, the Cannes Film Festival’s cinema marketplace that proved to be very AI-friendly this year. But this year’s extensive expansion of the Hub, and the prominence of AI, represents the latest example of Hollywood’s growing tolerance for the technology in how films are produced, sold and distributed — all tenets of AFM.

“Technology is going to be a key driver, no matter where you sit on kind of AI,” says Jackie Brenneman, who is shepherding her first AFM after taking the reins as IFTA president in January. “AI as a creative tool — there’s a lot more debate on that than AI as a really great way to analyze data and make predictions.

That’s what AI has been doing for a long time, and so AI serves lots of different roles. At AFM, we’re not here to make a judgment call, but I do think that a lot of the tools … are much more in the latter [category], in using AI and data to help people make better decisions or do things better, faster, cheaper, and less on just AI as the next full-scale studio.

But of course, we have room for all.” Such an expansion in space for the Innovation Hub means an expansion of the companies set to populate it. Returning to AFM is Largo.ai, a Sylvester Stallone-backed Swiss firm that uses AI to help brands, studios and creatives determine whether their idea is producible.

The company was founded in 2018 as an offshoot of the Swiss university EPFL, back when AI was simply “machine learning” and the AI agents we’ve come to know and somewhat fear were merely the product of science fiction. Its collection of tools includes simulated focus groups and projections to see which actors could best fit a character, providing independent filmmakers with the tools usually reserved for the deep-pocketed Hollywood studios.

Largo’s chief panel at AFM includes a “Shark Tank”-style pitch presentation, where producers working with the firm will showcase for distributors and financie

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