SPIEF announced increased competition in cinema due to AI

Artificial intelligence (AI) increases competition in film production, giving small companies more opportunities to implement ideas. This was announced on June 6 by Dmitry Tabarchuk, CEO of NMG Studio, at the session "A New Era of Filmmaking: Hybridization of Approaches, Neuroplasticity and Breakthrough Technologies" at the St. Petersburg International Economic Forum (SPIEF-2026).

According to him, modern tools allow small studios to take on projects that were previously too complex or expensive. However, the technical ability to create content does not guarantee its relevance. Tabarchuk explained that the audience's interest remains the key issue.

"This increases competition, because now, in fact, a small company can come up with a story that it can realize, but the question is whether this story will be interesting to the audience," he said.

The head of NMG Studio stressed that when launching a project, it is important to evaluate the idea at the script level. During the work of the content committee, the company analyzes not only the creative idea, but also the opportunity to make the story high-quality and convincing. Tabarchuk added that it is necessary to understand in advance whether the technological embodiment of the idea can truly captivate the viewer.

"Our goal is not to replace humans, but to create a fast and accurate AI—based assistant."

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On the same day, Tabarchuk stated that the use of modern technologies requires creative courage and willingness to experiment from industry professionals. At the same time, no AI can replace the producer's flair in filmmaking. According to him, AI and LED screens are transforming filmmaking, but they do not free producers from the need to take risks.