Artificial Intelligence… What Now?

If you're asking yourself this question right now, perhaps… you're a little late.

In 1968, Kubrick introduced us to HAL 9000, a self-aware supercomputer that was "born" in 2001.

And in that same year, 2001—homage or pure coincidence? —Spielberg debuted Artificial Intelligence, a concept that seemed like science fiction at the time… and that today is part of our everyday reality.

Since a couple of years, we at Themoff have been investing countless hours exploring, testing, training, and integrating something that is not a passing fad: artificial intelligence.

And although at first it raised doubts, questions, and that typical creative vertigo we feel when faced with the unknown, today we are clear: AI is not the end of the road. It's the beginning of a new one.

When you've been in this for a while, you know that change is not optional.

We've been telling stories for decades—those of us who experienced the leap from film to video, from analogy to digital—know that adapting isn't a choice, it's part of the game.

And in this new scenario, adapting no longer means training every year. It means not even disconnecting for two weeks. Because in that short time, a new platform can emerge that displaces the one you previously considered "the definitive one."

Do you remember that SORA video with a Japanese woman walking with crooked feet? Yes, it was last year. And now it seems like it's a thing of the past.

What does AI really mean for content agencies?

A lot, but it's not all a threat. And it's certainly not a replacement. AI isn't here to take our place, but to expand what we're already capable of. It becomes a companion, an ally, a partner, a co-creator. It allows us to open doors that were previously closed for budgetary, technical, or logistical reasons.

• We visualize our ideas before recording them, no matter how crazy they are.
• We create unlimited scenarios that have never existed before.
• We simulate emotions, atmospheres, and entire narratives.
• We tell stories in ways that were previously unthinkable.
  

And we're not just talking about visuals. AI also transforms:

• How we document and analyse projects.
• How we automate processes without losing our humanity.
• How we manage clients, workflows, and statistics.
• How we create strategies with greater precision, focus, and creativity.

The advantage of coming from afar...

With more than 38 years in audio-visual production, we've learned something essential: Surviving isn't enough. Evolving is vital. Our advantage isn't just technical. It's having experienced and overcome multiple transitions. It's knowing how to adapt quickly, judiciously, and without losing our essence: telling stories that impact and connect.

What are we doing now?

We use AI not to replace, but to enhance. We create more immersive, impactful, and accessible content. We're opening up new ways of telling stories, of moving people, of reaching out, thanks to formats that were previously only available to large production companies and international companies and are now available to small and medium-sized businesses.

Because technology, when used well, democratizes.

And you? Are you ready for this new stage?