Shani Mandel Laufer, VP of strategy and business development at artificial intelligence (AI) company Lightricks, discusses the impact of the new tech on the content production sector, what tools the company can offer creators and her mission for Content London 2024.

How do you think AI will impact the audiovisual production sector?

At Lightricks, we believe the future is hybrid; AI will and is already transforming creative development and pre-production by enabling creators to rapidly visualise concepts, analyse scripts, plan scenes and explore multiple iterations of visual styles and storyboards, significantly saving time and reducing costs. Generative AI tools enhance creativity by offering unprecedented flexibility and inspiration throughout the creative process. At the same time, by automating aspects of production and minimising the need for costly reshoots, AI will make high-quality production more accessible to smaller studios and independent creators. But the source of creativity is and will remain the creator.

What AI solutions can Lightricks offer the content industry?

Lightricks offers innovative AI-driven solutions through LTX Studio designed to transform content creation for the film, TV and advertising industries. LTX Studio is a creative development platform tailored for ad agencies, filmmakers and studios. It empowers creators to visualise and develop concepts and entire scripts, iterate on storyboards, and explore multiple creative directions with unmatched speed and precision. Its unique ability to sequence entire narratives allows filmmakers and advertisers to refine and communicate their visions during development while enhancing storytelling and saving time and resources.

Which parts of the content industry is Lightricks targeting?

Lightricks, through LTX Studio, is focused on transforming the creative development phase of content creation, specifically targeting the film, TV and advertising industries. In film and TV, we’re addressing the needs of filmmakers, writers and medium and small studios that require efficient tools to visualise ideas, iterate on concepts, and create and communicate concepts through presentations for pitching and pre-greenlight. For advertising, LTX Studio serves ad agencies, including dominant players and smaller creative firms, enabling them to quickly develop and communicate compelling visual concepts for campaigns. By streamlining workflows and enhancing visual storytelling with AI-powered tools, Lightricks is positioned to empower creatives and creators across these sectors to refine their vision, save time, and reduce costs while maintaining creative control.

How do your AI tools resolve the common issues associated with generative AI?

LTX Studio tackles common generative AI challenges by prioritising control, consistency and ease of use. It provide granular control over elements like characters, scenes and sequencing, ensuring outputs align with the creator’s vision. The iterative process allows users to refine ideas quickly, saving time and resources. Designed with accessibility in mind, our tools empower creatives without requiring technical expertise, making AI a seamless part of the workflow. Additionally, we focus on coherent visuals and videos, solving key challenges like scene consistency and visual alignment for professional creators.

With AI tools, how will the ‘creator economy’ change?

AI is transforming the creator economy by making creativity more accessible and freeing up creators to focus on what matters most: their ideas. By taking over repetitive tasks and speeding up iteration, AI lets creators spend their time on storytelling and developing fresh concepts. It also breaks down barriers by giving anyone access to professional-grade tools, no matter their skill level or budget. This means more people can experiment, push boundaries and bring their ideas to life faster, opening the door to new opportunities and raising the bar for creative work.

What impact will this have on the traditional TV business?

We believe it will push for more quality content, with shorter and more efficient productions; AI will streamline creative development and production processes, enabling faster turnaround times for new shows and content, helping TV networks keep up with the demand for fresh, engaging material and also finding the right creative ideas.

How are brands using your AI tools?

Major brands and agencies are using our technology to solve real production challenges. They’re particularly excited about how they can create multiple versions of high-end content for different markets and platforms without compromising on quality. LTX Studio offers brands the ability to storyboard and see ideas before making final decisions. Imagine having the ability to test lighting and scene design without getting up from your desk.

What is your mission for Content London 2024?

At Content London 2024, our mission is to showcase how LTX Studio empowers creators in film, TV, and advertising by streamlining the creative development process. We’ll demonstrate how our platform enables rapid script visualisation, iterative storyboarding and exploration of creative directions with unmatched speed. By enhancing storytelling and saving time, LTX Studio helps creators refine and communicate their visions. Our goal is to engage industry professionals, share AI-driven insights, and foster collaboration to drive innovation in content creation.

How do you see the future of the content and production sector with AI?

The future of the content and production sector with AI is dynamic, full of potential and incredibly exciting. In the short term, AI will make it easier to greenlight projects by communicating ideas and lowering risks for decision-makers. The more compelling a concept appears early on, the easier it becomes to say ‘yes’ to bold, ambitious ideas. AI will also personalise content, tailoring experiences to audience preferences and driving deeper engagement.

In the long run, AI will handle much of the technical heavy-lifting, becoming integral to every stage of the creative process — from concept development to post-production. This will enable faster, more efficient workflows, giving creators the freedom to experiment and unlock new levels of creativity. By reducing costs and reliance on specialised resources, AI will make production more accessible, empowering smaller studios and independent creators to compete with major players. Together, these shifts will allow the industry to push boundaries, embrace creativity, and usher in a new era of captivating storytelling.

Shani Mandel Laufer, VP of strategy and business development at artificial intelligence (AI) company Lightricks, discusses the impact of the new tech on the content production sector, what tools the company can offer creators and her mission for Content London 2024.

How do you think AI will impact the audiovisual production sector?

At Lightricks, we believe the future is hybrid; AI will and is already transforming creative development and pre-production by enabling creators to rapidly visualise concepts, analyse scripts, plan scenes and explore multiple iterations of visual styles and storyboards, significantly saving time and reducing costs. Generative AI tools enhance creativity by offering unprecedented flexibility and inspiration throughout the creative process. At the same time, by automating aspects of production and minimising the need for costly reshoots, AI will make high-quality production more accessible to smaller studios and independent creators. But the source of creativity is and will remain the creator.

What AI solutions can Lightricks offer the content industry?

Lightricks offers innovative AI-driven solutions through LTX Studio designed to transform content creation for the film, TV and advertising industries. LTX Studio is a creative development platform tailored for ad agencies, filmmakers and studios. It empowers creators to visualise and develop concepts and entire scripts, iterate on storyboards, and explore multiple creative directions with unmatched speed and precision. Its unique ability to sequence entire narratives allows filmmakers and advertisers to refine and communicate their visions during development while enhancing storytelling and saving time and resources.

Which parts of the content industry is Lightricks targeting?

Lightricks, through LTX Studio, is focused on transforming the creative development phase of content creation, specifically targeting the film, TV and advertising industries. In film and TV, we’re addressing the needs of filmmakers, writers and medium and small studios that require efficient tools to visualise ideas, iterate on concepts, and create and communicate concepts through presentations for pitching and pre-greenlight. For advertising, LTX Studio serves ad agencies, including dominant players and smaller creative firms, enabling them to quickly develop and communicate compelling visual concepts for campaigns. By streamlining workflows and enhancing visual storytelling with AI-powered tools, Lightricks is positioned to empower creatives and creators across these sectors to refine their vision, save time, and reduce costs while maintaining creative control.

How do your AI tools resolve the common issues associated with generative AI?

LTX Studio tackles common generative AI challenges by prioritising control, consistency and ease of use. It provide granular control over elements like characters, scenes and sequencing, ensuring outputs align with the creator’s vision. The iterative process allows users to refine ideas quickly, saving time and resources. Designed with accessibility in mind, our tools empower creatives without requiring technical expertise, making AI a seamless part of the workflow. Additionally, we focus on coherent visuals and videos, solving key challenges like scene consistency and visual alignment for professional creators.

With AI tools, how will the ‘creator economy’ change?

AI is transforming the creator economy by making creativity more accessible and freeing up creators to focus on what matters most: their ideas. By taking over repetitive tasks and speeding up iteration, AI lets creators spend their time on storytelling and developing fresh concepts. It also breaks down barriers by giving anyone access to professional-grade tools, no matter their skill level or budget. This means more people can experiment, push boundaries and bring their ideas to life faster, opening the door to new opportunities and raising the bar for creative work.

What impact will this have on the traditional TV business?

We believe it will push for more quality content, with shorter and more efficient productions; AI will streamline creative development and production processes, enabling faster turnaround times for new shows and content, helping TV networks keep up with the demand for fresh, engaging material and also finding the right creative ideas.

How are brands using your AI tools?

Major brands and agencies are using our technology to solve real production challenges. They’re particularly excited about how they can create multiple versions of high-end content for different markets and platforms without compromising on quality. LTX Studio offers brands the ability to storyboard and see ideas before making final decisions. Imagine having the ability to test lighting and scene design without getting up from your desk.

What is your mission for Content London 2024?

At Content London 2024, our mission is to showcase how LTX Studio empowers creators in film, TV, and advertising by streamlining the creative development process. We’ll demonstrate how our platform enables rapid script visualisation, iterative storyboarding and exploration of creative directions with unmatched speed. By enhancing storytelling and saving time, LTX Studio helps creators refine and communicate their visions. Our goal is to engage industry professionals, share AI-driven insights, and foster collaboration to drive innovation in content creation.

How do you see the future of the content and production sector with AI?

The future of the content and production sector with AI is dynamic, full of potential and incredibly exciting. In the short term, AI will make it easier to greenlight projects by communicating ideas and lowering risks for decision-makers. The more compelling a concept appears early on, the easier it becomes to say ‘yes’ to bold, ambitious ideas. AI will also personalise content, tailoring experiences to audience preferences and driving deeper engagement.

In the long run, AI will handle much of the technical heavy-lifting, becoming integral to every stage of the creative process — from concept development to post-production. This will enable faster, more efficient workflows, giving creators the freedom to experiment and unlock new levels of creativity. By reducing costs and reliance on specialised resources, AI will make production more accessible, empowering smaller studios and independent creators to compete with major players. Together, these shifts will allow the industry to push boundaries, embrace creativity, and usher in a new era of captivating storytelling.