Roxana Rotundo, CEO of VIP 2000 TV
The audiovisual industry has undergone an accelerated transformation in recent years, and one of the most disruptive factors has been artificial intelligence (AI). From production to content localization, AI has become a powerful tool that allows us to optimize processes, personalize experiences, and, in many cases, reduce costs. However, with its advancement come ethical and creative questions that we cannot ignore.
I believe AI is causing the most damage by creating a lack of security and confidence among acquisition buyers, who increasingly rely solely on algorithms to make decisions.
At VIP 2000 TV, we have been committed to innovation and content diversification for years, always aiming to reach global audiences with impactful and relevant stories. We constantly take risks on new ideas, but in recent years, it feels like we are in a race against what the algorithm dictates to executives.
We attend one market where everyone is looking for true crime, for example. Then, at the next market, true crime is no longer relevant—now it’s all about melodrama, and so on. This constant shift is harming the industry.
In my view, applying AI in audiovisual media also presents significant challenges. One of them is the fine line between automation and creativity. While AI can generate stories and edit videos, the essence of storytelling remains a deeply human art. Emotion, sensitivity, and the vision of creators are irreplaceable. Therefore, the challenge is not to replace but to complement—to use AI as a tool to enhance creativity without sacrificing the authenticity of our productions.
Another crucial aspect is the ethics of AI usage and whose hands it ultimately ends up in. How do we protect the rights of actors against the cloning of voices and faces? What regulations should be in place to prevent the exploitation of talent through synthetic content generation?
Despite these challenges, I remain optimistic about the future. AI should not be seen as a threat but as a strategic ally if used responsibly and within a well-defined ethical framework. At VIP 2000 TV, we continue to embrace technology, without losing sight of the fact that the soul of any production remains in the stories we tell and the emotions we convey.
The key is balance: leveraging the opportunities that artificial intelligence offers without forgetting that, ultimately, the heart of this industry remains human.
By Roxana Rotundo
CEO
VIP 2000 TV
