The PMEF predicted the elimination of the threshold for entry into the production of video content due to AI

Artificial intelligence (AI) will remove the threshold for entry into video content production, which will lead to an increase in the amount of content and further fragmentation of the audience. This opinion was expressed on June 6 by Dmitry Pashutin, Director of Strategy at the National Media Group (NMG) at the session "New Media, Advertising and Communications: how New Technologies are changing Business" at the St. Petersburg International Economic Forum (SPIEF-2026).

"It is obvious to us that the key immediate challenge is that artificial intelligence will completely remove the threshold for entry into video content production. He won't learn how to create the same talented series and shows, but he will really, really wash this space away. This means that there will be even more content, contact with it will become even more fragmented, and in these conditions it will become definitively difficult to convey information to a wide audience," Pashutin said.

According to him, this is a serious challenge that will lead to the polarization of both the information field and the brand advertising market. Large players will increase their share and influence, while medium and small ones will begin to "diverge in this space," he added.

"Media brands will also start to fragment. In such a noise, it is increasingly difficult to build strong brands and media, serial franchises. The market is increasingly moving towards creating franchises, because it is becoming very, very difficult to tell and convey a new story," Pashutin explained.

At the same time, Pashutin expressed confidence that the great mass stories that create the socio-cultural space of the country are still being born in large companies. He noted that despite the introduction of AI, people still need big common stories to discuss. As an example, Pashutin cited the evolution of online cinemas, which have moved from personalization to general trends. He called the creation of big brands in the context of the advertising industry and the ability to tell long stories the key challenges for the industry.

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On November 28, Ruslan Dolgopolov, an expert in the field of digital media and AI technologies, head of the Gazprom ID Operator group, told Izvestia that AI is becoming a key tool for online cinemas that seek to reduce selection time and keep viewers' attention in conditions of an abundance of content. According to him, it is he who helps online platforms to combat "digital indecision" and increase user engagement.