AI at the Heart of Creative Industries: Between Acceleration and Vigilance
At the 2025 edition of ALL IN, a panel moderated by Antoine Auger, Senior Director of Business Development at Prompt, brought together experts and entrepreneurs to discuss a hot topic: the role of artificial intelligence in creative industries.
From the outset, the distinction between generative AI and agentic AI emerged as a guiding thread. While the former responds to a request by producing content, the latter acts autonomously, capable of orchestrating a series of complex tasks. “Agentic AI is advanced automation. You can ask it to run a full marketing campaign from A to Z, from image creation to client follow-up,” explained Wemba Opota, Chair of the Board of Entertainment AI and National Leader for AI, Generative AI, and Agentic AI Solutions at Capgemini Canada.
AI as a Creative Lever
To illustrate this revolution, two young Quebec companies, recipients of the ALCHIMIA Grant, shared their experience.
Maket democratizes architecture by enabling anyone to design and visualize home plans without technical knowledge. Thanks to agentic AI, a user can test modifications, such as adding a garage, and instantly view the result while ensuring compliance with zoning and building regulations built into the platform.
Fabli, on the other hand, offers an interactive player for children aged 0 to 10. AI is used to help parents and teachers create personalized stories tailored to the specific needs of children. The goal is not to replace authors or performers but to extend human creativity and give families the means to craft unique and meaningful narratives.
Real Concerns
Behind these exciting advances, significant concerns remain. Artists, particularly in dubbing and voice work, see their professions weakened by AI tools capable of producing convincing results. Yet these outputs, often standardized, lack authenticity. Added to this are critical intellectual property issues: who owns what is generated by or with AI?
The Urgency of a Framework
Panelists agreed on the need to establish clear guidelines quickly. Governance, social acceptability, and copyright management are among the unavoidable challenges. As Wemba reminded the audience: “In two years, we will need to be ready to manage thousands of AI agents. If we don’t anticipate this now, we may face consequences that will be very difficult to reverse.”
A Future in the Making
Despite the uncertainties, the panel concluded on an optimistic note. Far from being a threat, AI can become a permanent creative assistant, broadening artistic horizons and accelerating innovation. But for this promise to be fulfilled, the ecosystem will need to strike the right balance between innovation and responsibility.
