Empowering Film Sales with AI! – Ethical and HumanCentered AI Tools for the European Film Industry

Empowering Film Sales with AI! – Ethical and HumanCentered AI Tools for the European Film Industry 

About the project

“Empowering Film Sales with AI!” is an international Erasmus+ project aimed at European film industry professionals, with the goal of strengthening digital skills, particularly in the ethical, responsible, and human-centered use of artificial intelligence (AI) in film sales and marketing.    The project responds to the dynamic digital transformation of the audiovisual sector and the growing needs of European film sales companies that wish to consciously use AI tools—while respecting creativity, copyright, and cultural diversity.    Project duration: 01.09.2025 – 31.01.2027

Project objectives

  • Strengthening the digital skills of European film sales agents through practical training in generative AI. 
  • Developing a learning guide on ethical, inclusive, and sustainable use of AI in film marketing. 
  • Promoting responsible use of AI in the cultural sector, with respect for copyright and data security.
  • Creating a space for knowledge exchange, good practices, and collaboration between film professionals and academia. 

Planned activities

  • Online masterclass on challenges and opportunities related to AI in the film industry. 
  • Creative Studio! – workshops (onsite + online) dedicated to practical use of generative AI (text-to-text, text-to-image, text-to-video) in film marketing. 
  • Online training on using AI in data analysis, sales, and finance in small film industry companies (SMEs). 
  • Development of an open learning guide containing best practices, case studies, ethical guidelines, and educational materials. 
  • Active collaboration between experts from universities, the film industry, and European organizations.

Project results

  • Increased digital competence and ethical awareness among European film sales agents. 
  • Enhanced capacity of companies to use AI in marketing campaigns, data analysis, task automation, and communication. 
  • Creation of an open guide in English, published on EPALE and available to the broader cultural sector. 
  • Strengthened collaboration between academic and industry institutions in the digital transformation of the film sector.

Partners

  • Europa International (Belgium) – project leader 
  • Kozminski University (Poland) – expert in AI ethics, digital transformation, and adult education 
  • The Film Agency (Spain) – industry partner, specialist in film marketing and AI-driven creative tools

Project team:

prof. Przegalińska
prof. Aleksandra Przegalińska

Professor. Philosopher. Researcher of the development of humanoid artificial intelligence, bots and social robots. Pro-rector for International Cooperation and ESR at Kozminski University, member of the Supervisory Board of Millennium Mortgage Bank and Escola S.A. Co-author of the book "AI in Strategy. The Revolution of Artificial Intelligence in Management".

PhD Konrad Sowa

Konrad is pursuing his PhD degree on Kozminski University with a research related to human-AI collaboration, under guidance of prof. Aleksandra Przegalinska. Their studies are precursory in the newly emerging area. Having led numerous courses, he is also an expert in startup management, innovation, AI. Apart from a scientific career, he also works in venture capital industry for one of the leading funds.