AI and Platforms: How They Are Redefining Creative Industries

The Impact of AI and Platforms on Creative Industries

Bpifrance, in collaboration with La French Touch, recently unveiled French Touch Vision, a forward-looking publication that explores the evolution of cultural and creative industries. This book, the result of reflections from over a hundred influential figures in the sector, highlights ten key trends. Among these, artificial intelligence, digital platforms, and the fight for consumer attention stand out as major transformative forces in the creative economy.

Inspiration from Austin

The idea for this publication was born during the South by Southwest festival in Austin, an event that annually brings together players from technology, AI, culture, and innovation. Bpifrance regularly takes French entrepreneurs there to draw inspiration from American avant-gardism. A recurring observation is the Americans' ability to anticipate the future, even if it involves taking risks with scenarios that may never fully materialize.

Johanna Tircazes, head of support at French Touch Capital, explains that this futuristic approach is stimulating. From this inspiration emerged French Touch Vision, a collective work published in May, which compiles ideas gathered during interviews with leaders, creators, producers, investors, and institutions. The sectors covered range from video games to cinema, including music, fashion, publishing, architecture, and extended reality (XR).

The publication transcends traditional boundaries of cultural sectors, emphasizing that the distinctions between these industries are blurring. “We have a cross-sectional vision. We observe the bridges being created between fashion and music, between video games and audiovisual, or between sports and entertainment,” notes Johanna Tircazes.

Intellectual Property at the Heart of Strategy

One of the major findings of French Touch Vision is that creative industries no longer just sell products, but entire universes. In a context where consumer attention is saturated, intellectual property becomes a crucial strategic asset. In 2024, all ten of the biggest global box office hits will come from already established franchises.

Brands are looking to create narratives that can unfold across various media. Athletes are transforming into cultural brands, luxury houses are producing films, and artists are developing their own commercial universes. Notable examples include Pharrell Williams, who became the artistic director of Louis Vuitton, and Saint Laurent, which co-produced the film Parthenope by Paolo Sorrentino.

AI, a Driver of Creative Change

Generative artificial intelligence is identified as a major disruption by French Touch Vision. According to Johanna Tircazes, AI goes far beyond being just a productivity tool. “It’s both a productivity shock and a creativity shock. AI allows us to do things that we wouldn’t have been able to produce, even with a lot of resources,” she asserts.

In fields like audiovisual and video games, AI is already being used to accelerate certain stages of production and post-production. Bpifrance supports some creative companies by advising them on integrating these technologies. However, the adoption of AI varies significantly across sectors, and a crucial question arises: in a content-saturated environment, how to stand out?

The Duality of Creators and Platforms

The book highlights a central paradox: on one hand, the creator economy is experiencing explosive growth. In France, it is estimated at 7 billion euros, enabling many creators to produce, distribute, and monetize their content. AI contributes to this dynamic by reducing production costs. On the other hand, distribution remains dominated by a few major platforms.

Streaming services, social networks, and video platforms concentrate access to audiences and influence algorithmic recommendations. In France, three platforms capture nearly 75% of SVOD audiences. Thus, while creation is more accessible, the power of prescription remains in the hands of a few tech players. “The more the supply explodes, the more platforms need to curate content, and the greater their power becomes,” summarizes Johanna Tircazes.

The Renewal of Physical Experiences

Another trend highlighted is the return of physical experiences. As digital content proliferates, live events regain value. Concerts, immersive events, XR experiences, and Location-Based Entertainment are becoming essential growth areas for creative industries.

Sports exemplify this evolution, with competitions transforming into global narratives and athletes becoming intellectual properties generating revenue, content, and communities beyond the playing fields.

In the face of the proliferation of content and technological tools, French Touch Vision advocates a simple idea: creative rarity will no longer reside in the ability to produce, but in the ability to create a distinctive universe. As AI standardizes creation tools, the authenticity of the narrative becomes the main differentiating factor.

For Bpifrance, the future of French creative industries will hinge on the ability to marry cultural identity, technological innovation, and European regulation.