Generative AI has already changed commercial advertising, is replacing countless processes within film and TV production and is poised to upend even newer technology such as virtual production, says filmmakers and technologists who have spoken to Variety on the sidelines of FilMart.

Read more about How generative AI is reshaping education through motivation, governance, and institutional readiness on Devdiscourse

New Blood Interactive founder and CEO Dave Oshry added that DLSS 5’s “AI dogshit is actually depressing” and lamented that future generations “won’t even know this looks ‘bad’ or ‘wrong’ because to them it’ll be normal.”

NVIDIA recently received backlash from thousands of users online after teasing their latest DLSS 5 upscaling feature as fans claim that the technology is greatly influenced by generative AI. Instead of upscaling the game's video and picture quality,

ServiceNow's AI tools, developed internally under Kellie Romack, aim to boost IT services. The company noted more than 240 AI uses by December 2025.

When Nippon TV premiered “Tokyo Miko Ninja” in January, the Japanese broadcaster wasn’t testing the waters on AI-integrated drama production. It was, by its own account, making a declaration. Set in a stylized version of present-day Tokyo where the sensibility of the Edo period lingers,

Upland Qvidian's AI Enhancements for Proposal Automation Austin, United States - March 15, 2026 / Upland Software /

In life sciences, enterprise value only emerges when generative AI is treated as a business capability and embedded into existing operating models.