What does it mean to “produce” media when the pipeline itself is evolving in real time? Emerging technologies—from neural representations to AI-assisted workflows—are not just improving tools but fundamentally reshaping the production ecosystem from capture to distribution. In doing so, they are transforming workflows, creative practices, and value chains.

This talk unpacks how these shifts are redefining production—challenging conventional notions of authorship, pipeline structure, and collaboration. It highlights the emergence of new roles, evolving ways of working, and more flexible, iterative production models, as boundaries between disciplines continue to dissolve.

It concludes by considering the strategic implications of these shifts, highlighting key convergences and underlying tensions while examining the evolving role of organizations in shaping what comes next.