Masterclass: The Human in the AI loop
Events 04.12.2025 | 9am - 5pm TRACK, Vooruitgangstraat 76 1030 BrusselCommissioned by Cineregio and supported by the Flanders Audiovisual Fund (VAF) and Screen Flanders, Dr Angus Finney wrote a handbook on AI in the audiovisual sector called Human in the Loop. On Thursday 4 December, the author will come to Brussels and talk more about his findings during a masterclass.
From Screen Flanders, we especially encourage producers and audiovisual facilities to come to this Masterclass.
Understanding the rapidly evolving challenges of AI and the exponential changes generated by generative AI models is crucial for creative talent, entrepreneurs, managers and decision-makers.
The use of generative AI in the audiovisual sector has an impact not only on underlying copyrights and intellectual property, but also on issues such as screenwriting, predictive modelling, (post-)production and data research into user behaviour, among others.
Based on his new publication Human in the Loop: AI and the Film Value Chain (Cine Region/Proof of Concept, 2025), Dr Angus Finney delves deeper into the use, impact and challenges of generative AI. Aimed at film and television producers, screenwriters, directors, executive talent, audiovisual facilities, CEOs and business managers of production companies and public funds, this masterclass aims to provide insights into how AI can best be integrated into work processes and creative inputs and outputs. And especially how humans should be at the centre of that cycle.
Programme
The masterclass is split into two sessions consisting of two lectures each, and is in English.
The morning focuses on the creative and the afternoon dives into the business side.
- 9am: Doors open
- 9.30am: Introduction: where did AI come from, where is it now and why is it creating major challenges in the film and television industry?
- 11u: Break
- 11:15: A deeper dive into the challenges facing creative professionals across the film and TV value chain
- 12:45: Lunch break
- 13:45: Project management and leadership challenges: developing a key framework to address AI adoption
- 15:15: Break
- 15:30: The 'age of algorithms': data and filters reshaping the way audiences find and interact with creative expressions - from films, TV programmes , documentaries and animations to video games
- 17:00: End
Dr Angus Finney
Dr Angus Finney is a leading global specialist, author and producer in film and entertainment. He holds a PhD in management and strategy from Bayes Business School (City University London), has produced several feature films and series and is co-founder and chairman of PROOF OF CONCEPT, an e-learning platform focused on the film and entertainment industry.
In addition, Dr Finney is also a consultant and speaker on artificial intelligence focused on the entertainment industry. He has published several handbooks and reports on this topic, including Human in the Loop: AI and the Film Value Chain (2025).
Furthermore, Dr Finney has already taught at the highest levels of the entertainment industry around the world and co-founded the master's programme in International Film Business at Exeter University/ London Film School in 2014. Finally, Dr Finney also led the European Film London Production Finance Market for ten years.
As a leading academic and a working film producer, I would emphasise that the Masterclass and accompanying publication "Human In The Loop: AI and the Film Value Chain" are deeply independent of any AI or corporate technology sponsors. It is vital that knowledge, information and independent critical analysis is presented to the creative community free from the powerful influence of the AI industrial complex. The day will be full of open discussion, discord and healthy debate about what GenAi is, is not, and how we can best harness this new set of offerings to maximum effect. However, the human being should remain at the centre of the creative process, now and always.
Practical
The masterclass is organised by the Flanders Audiovisual Fund (VAF) in collaboration with Screen Flanders and will take place on Thursday 4 December from 9am to 5pm at TRACK (Vooruitgangstraat 76, 1030 Brussels). TRACK is easily accessible and is located on the first floor in the main hall of Brussels North Station.
Registration is mandatory and can be done until 24 November 2025 via the form at the bottom of the VAF website. Places are limited. Once the maximum capacity has been reached, interested parties can sign up for a queue by emailing email hidden; JavaScript is required.
The VAF will provide coffee, tea and soft drinks during the breaks, and lunch with soup and sandwiches (including vegetarian options) during the lunch break.
Free cancellation is possible until 24 November 2025. After that, a cancellation fee of €20 will be charged.
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