The boundary between technology and creation is becoming increasingly blurred, as evidenced by numerous initiatives around cultural industries at VivaTech. According to the World Bank, the creative economy could represent 10% of global GDP by 2030. Aware of this challenge, the event dedicated a track to Creative Industries, covering various fields from luxury to music and video games. In fashion and luxury specifically, LVMH took advantage of VivaTech to announce an unprecedented partnership with Formula 1 aimed at accelerating sustainable innovation, notably through R&D for carbon neutrality by 2030. But it was primarily the digital revolution in creation that captured attention. The company Runway organized the very first AI Film Festival alongside the event, featuring screenings of short films created using artificial intelligence. A fascinating glimpse into what generative AI now enables in terms of video and artistic production. Music is not to be outdone: French company Deezer, through its CEO Alexis Lanternier, explained how AI is used both to enrich musical recommendations and to fight online content piracy. At Adobe, an event partner, it was shown how tools like Photoshop or Premiere powered by AI offer new creative possibilities to designers, photographers, and filmmakers. And then there is Canva: co-founder Cliff Obrecht recounted on stage the saga of this design platform that has become an essential tool in just a few years, including in corporate environments, democratizing graphic design with an innovative freemium model. Finally, video games and esports also had their place; the final day open to the public highlighted esports competitions with Team Vitality and Karmine Corp, emphasizing the bridge between consumer entertainment and technological innovation. Whether in haute couture, filmmaking, musical composition, or electronic sports, tech enriches creative potential. VivaTech 2025 illustrated how much these universes are converging, heralding new cultural experiences where humans and machines co-create together.
#Creativity #Entertainment #AI #Music #CultureTech
